Bold Journey Magazine Features Gray Wolf Co-Founder Layton Lassiter

The article first appeared in Bold Journey Magazine, which can be found here.

Alright, so we’re so thrilled to have Layton with us today – welcome and maybe we can jump right into it with a question about one of your qualities that we most admire. How did you develop your work ethic? Where do you think you get it from?

I’m certain it stems from my upbringing. I grew up in a relatively wealthy town, but my family by no means was wealthy in the traditional, financial sense. I saw everything I didn’t have – I didn’t live in a big house, I didn’t wear the “cool” brand of clothes everyone else wore, I didn’t go to concerts, I didn’t get dropped off at football practice in a Mercedes. Growing up in this environment without the lifestyle that came with it I think on both a conscious and subconscious level fueled a deep ambition in me. I wouldn’t say it put a chip on my shoulder, but it did open my eyes to what was possible. It helped me see all that life had to offer was there for those who put in the work. It fueled big dreams and instilled in me a relentless work ethic to create a life that I wanted during my formative years, and looking back, it laid the foundation for a “possibility” mindset that now guides my approach to life and business. And it isn’t just about a house, clothes, cars or money. I mentioned my family didn’t have traditional wealth, but we were rich in love and care. We didn’t have much, but we did have each other. Sunday dinners, throwing the ball around in the yard, countless movie nights – these moments were equally as important as those spent outside the four walls of our home. Reminding myself that things could always be worse is a constant source of fuel for me and keeps me optimistic. I stay grounded in knowing that there are folks out there who haven’t been fortunate enough to see what’s possible in life, folks who have never felt the safety and comfort of a loving family. That’s why I wake up every day ready to get after it, because every day is an opportunity to go create the life you want for yourself and not everyone has that chance.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

I am the co-founder of Gray Wolf, the first-of-its-kind PR firm designed for amplifying partnerships and sponsorships. At our core, we help brands who’ve invested in partnerships create ownable moments in time that garner attention and influence audiences. We do this through earned media, what people typically think of when they hear the term “public relations,” and captivating content and immersive experiences. These services help our clients see greater return-on-investment from their partnerships by extending use of the assets they’re granted access to.

The business we do for clients is extremely impactful. There aren’t many other lines of work that allow you to be on the phone briefing a Fortune 500 CEO one minute, strategizing a campaign with the biggest celebrities in all of sports & and entertainment the next, and executing a campaign that moves markets, all before dinner time. No day is the same, and the work we do is visible to billions, with a B. That’s exciting, no one can convince me otherwise.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

I’m an extremely curious person and that’s proven to be a strength throughout my career. I’ve intentionally sought opportunities in a number of different areas within the marketing and communications industry with a goal to build a diverse skill set that would make me a more well-rounded operator and more valuable asset to my clients. That approach allowed me to work with a number of brands, large multinational blue chips, as well as with startups and pre-IPO companies just starting their brand building efforts. Being able to draw on this repertoire of diverse experiences helps me spot opportunities that others with more conventional experience may miss and approach problems with an adaptability mindset that offers solutions that I might’ve seen work in a similar situation elsewhere.

My advice for folks early in their journey is to say yes. Have an opportunity to join a firm that works with large brands operating globally, but don’t have experience or feel you may be out of your depth? Say yes. Is your team asking you to lead a multi-million dollar campaign for the first time, but you feel a bit of imposter syndrome to have even been considered for that kind of responsibility? Say yes. Offered a role in an industry outside of your experience, but you have a natural passion or interest in the field or the work? Say yes. My point is you have the time and flexibility early in your career to try new things and build your leadership muscles. I encourage you to seize them. You never know where the experience will lead, who you will meet, or the lessons you’ll learn. You won’t know it in the moment, but you’ll be adding to your own repertoire of knowledge and wisdom that you can draw on down the road when colleagues or clients come knocking on your door to help them solve problems.

As we end our chat, is there a book you can leave people with that’s been meaningful to you and your development?

It’s tough to pin down just one, but I can narrow it to two of my favorite reads that have had a profound impact on me both personally and professionally. The most important book I’ve ever read is Dale Carnegie’s “How to Win Friends and Influence People,” which I’d imagine is a title on the book shelf of most business executives. It’s a crash course on human relations and building relationships, the foundation of life and business. Showing a genuine interest in others, how to become an active listener, navigating criticism in a way that is constructive — the insights Carnegie shares are a must for those in client services and/or who lead people. And it isn’t just work. His lessons are equally as applicable to life outside of the office: how to be a better person, partner, parent, neighbor etc. I cannot recommend it enough.

The second is Jocko Willink’s “Extreme Ownership.” This is a powerful read from a former Navy SEAL commander on why leaders should take full responsibility for the actions and outcomes of their teams. Some of the insights that stayed with me include the importance of building a culture of trust that is rooted in accountability and checking the ego. Both of these lessons are critical for building and leading an organization that wants to continuously improve and collaborate without judgment, with constant feedback and a focus on a mission that transcends one individual’s interests. This approach is evident in our name: Gray Wolf. We’re a pack that wins together and learns together. That’s where our strength lies: together.