November 25, 2025

Dr. J.J. Peterson - Finding the Balance Between Badass and Softie

Professor-in-residence at StoryBrand and host of the new podcast Badass Softie, Dr. J.J. Peterson, joined me on Ditching Hourly to discuss how to strike a balance between authority and empathy.

And be sure to stick around to the end to hear J.J.’s take on AI’s impact on professional services and how to avoid creating ‘louder garbage’ :-)

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Chapters

(00:17) JJ Peterson’s Current Ventures
(01:11) The Concept of ’Badass Softie’
(06:20) Empathy and Authority in Leadership
(08:42) Balancing Empathy and Authority in Coaching
(12:38) Personal Experiences and Coaching Styles
(16:05) Communicating Empathy and Authority Effectively
(24:44) Engaging Your Audience with Empathy and Authority
(28:06) Controlling the Narrative in Marketing
(29:07) Embracing Your Authentic Self as a Guide
(31:41) Overcoming Imposter Syndrome
(40:52) The Importance of Niching Down
(47:35) Leveraging AI in Professional Services

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Yours,

—J