Bringing a CEO’s Vision to Life
In 2016, Christine Specht, chief executive officer of Menomonee Falls-based Cousins Subs, launched an ambitious marketing plan to give all of her company’s restaurants structural makeovers and upgrades.
Specht had the vision. However, she needed someone who could execute that vision. Jason Westhoff had “outgrown” his chief financial officer shoes, so Specht promoted him to the role of president with one key directive: Turn the CEO’s vision into reality.
Westhoff is at the helm of the Cousins leadership team, managing four executives who lead the day-to-day operations of the brand’s human resources, operations, finance, franchising, real estate development, training and marketing functions and oversee the brand’s information technologies functions.
Westhoff says Cousins’ “core values” are optimistic, passionate, purposeful and grounded.
The company’s mission is to “believe in better” through the continual improvement in everything it does through teamwork, collaboration and innovation.
“Being on the same page provides the necessary clarity a company president needs to work with the rest of the company to fulfill the duty of bringing the CEO's vision to life,” Westhoff said.
I asked Westhoff to share the four keys to executing a CEO’s vision, even as the tactics needed to be adjusted in response to new challenges posed by the COVID-19 pandemic.
Set the standard for impactful leadership, hands-on management and clear and measurable accountability. “Simply put, it all starts with being on the same page as your CEO. Dedicate time at the start of each week to discuss priorities, identify issues to resolve within your business and set goals to achieve. When identifying issues, work together to create a desired outcome for each issue and a plan to resolve it,” Westhoff said. Clarity is crucial to assign tasks that play to the strengths of the members of the management team, he said. “Don't forget to lead by example. Before making assertions or representations, gain the first-hand experience or information needed to bring credibility to your thoughts and recommendations. To ensure the entire system is successful, hold your direct reports to those same standards,” he said.
Generate stellar financial results by exercising flexibility and responsibility through plan execution. “It's a best practice to have a business plan that takes into consideration variable assumptions that can change based on company vision and can be retrospectively challenged and refined using historical results. Vision can be executed in a series of tactical steps, but not all will have the same result,” Westhoff said. Be prepared to provide “slight tweaks” and even “concessions” to achieve the desired outcomes, he said.
Remove all barriers to the company's success. “It's important to come to work every day with an open mind and not let it get closed off. A successful president listens and observes more than he or she speaks. After all, we were given two eyes and ears and only one mouth. Listening and observing helps you obtain an unbiased view and generate potential solutions to propel your company forward,” Westhoff said. When analyzing a situation, define all of the solutions and consider “do nothing” as your first option, he said. “Once you know all of your options and the resources, capital, people and time needed for each solution, deciding how to remove a barrier will come easy and demonstrate your commitment to doing what's necessary to achieve results,” he said.
Work diligently to mitigate company risk. “It's simple. Do what you say you do and do it consistently. Ensure that your company policies and procedures match how you and all of your employees in the business function to achieve success. When they don’t align, there's risk,” Westhoff said. Stay educated on the prevailing trends and risks in your industry so you can get ahead of them, he said. “Always remember your business is not immune. You are only as good as your team. Surround yourself with people who you trust, embody your brand's core values and believe in your company mission. Finally when you see risk, consult a trusted financial, legal or business advisor to mitigate it,” he said.
Name: Jason Westhoff
Title: President
Company: Cousins Subs, Menomonee Falls
Education: Bachelor of arts degree at Luther College in Decorah, Iowa; and master’s degree in business administration at Northern Illinois University in DeKalb, Ill.
Family: Wife, Jill, and children, Josie and Jackson
Best advice ever received: “It was not really advice, but it was a liberating conversation that has framed my social and professional personality throughout life. My college roommate referred to me as Popeye – not because of my huge forearms but because of Popeye’s motto: ‘I yam what I yam.’ My roommate said he admired that I was always being true to myself and never worried about trying to be like everyone else.”
Favorite movie: “Forrest Gump” or “Caddy Shack”
Favorite musical acts: KISS, Green Day, Weezer, Twenty-one Pilots and Zac Brown Band
Favorite Wisconsin restaurant: Cousins, of course, but when not at Cousins, Kraverz in Menomonee Falls
For more insights from Jason Westhoff, check out this C-Level Extra Point video.
