#288: James “JC” Curleigh, CEO, Pelican Products – How to reframe what you sell

Podcast: How Leaders Lead with David Novak · David Novak

Opublikowano: 2026-04-23

Most leaders think they’re in the business of selling their product. JC Curleigh thinks that’s exactly what limits your growth. And as CEO of Pelican, he’s helping the company make a profound shift: they’re not in the protective case business, they’re in the protection business. JC understands that great brands sell more than products, and he knows how to position them the right way. In fact, it’s how he led turnarounds at iconic brands like Levi’s and Gibson Guitars. In today’s episode, you’ll see how to use the same...