In this episode of Driven to Lead, our guest Brook Jay, Founder and CEO of All Terrain, shares lessons from building one of the first women-owned experiential marketing agencies in the United States. Brook founded All Terrain in the late 1990s, before experiential marketing was widely recognized as its own category and went on to work with major brands by helping them create meaningful live experiences, cultural moments, and measurable connections with consumers. The heart of the conversation is Brook’s story of leadership, culture, and reinvention. After years of growth, the company reached a point where outside professional leadership seemed like the right next step. But over time, the business moved away from the culture, values, relationships, and creative energy that had made it successful. Brook ultimately faced a difficult decision: continue down a path that no longer reflected the company she had built, or make a bold reset and rebuild around what mattered most. She chose to protect the relationships, trust, creativity, and people-first spirit that had always been at the center of All Terrain. Her story is a reminder that a company’s greatest assets are not necessarily its structure and processes. Sometimes the real assets are the trust a founder has earned, the culture people believe in, and the relationships strong enough to bring a business back to life.
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– Wayne and the Driven to Lead podcast team
Contact Wayne here: https://www.linkedin.com/in/wayne-brannon-792b0536/
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Driven to Lead is a podcast dedicated to inspiring and empowering business leaders, managers, and entrepreneurs to reach their full potential. Hosted by Wayne Brannon, each episode dives deep into leadership strategies, personal growth, team management, and real-world business challenges. Whether you’re leading a startup or a large organization, Driven to Lead offers actionable insights to help you build strong teams, develop your leadership skills, and create a positive impact in your workplace. Tune in weekly to unlock your leadership potential and drive success.