Behind every successful business is a history of mistakes, failures, and embarrassing moments—some big and some small. Regardless of their size, these failures are essential to learning and to growing professionally and personally. Todd Palmer’s failure was big—and the best thing that could have happened to him. When his business nearly went bankrupt in 2006, he began learning the critical steps that would not only rescue his company but also guide him toward becoming a powerful coach for entrepreneurs looking to go from ordinary to extraordinary.

Palmer wrote From Suck to Success with the goal of making sure every business owner and corporate leader had simple tools to improve their business and their life. It doesn’t matter if you’re just starting out or have been in business for decades, the strategies he shares in From Suck to Success can work for you. Whether you are a mid-level leader in a large organization or a C-suite executive, the strategies can help you avoid disaster and achieve higher levels of success. They’re designed to strengthen the leader from within, empowered by conviction, confidence, and impact in business and in life.

Broken into two simple parts, From Suck to Success is the framework for starting up, building up, or pivoting through change in the pursuit of extraordinary entrepreneurship. In the first part, Palmer does the internal work, helping readers identify and improve their mind-set, leadership, and goal setting, or as he teaches it, intention setting. He shares how discovering your “why”, or ikigai, is so pivotal to finding success in both business and personal lives. Palmer then walks listeners through the authentic, transparent, and vulnerable (ATV) leadership process and introduces the extraordinary four-step (E-4) Process. The unique E-4 process allows readers to identify and adjust whenever their mind-set, leadership, or intention setting is veering in the wrong direction.

In the second part of From Suck to Success, Palmer focuses on sharing how to improve business operations. This includes building a strong culture and empowering oneself through team members, so you can delegate with confidence without sacrificing quality. Success is all about investing in employees, fostering healthy organizations, and creating extraordinary workplaces that allow businesses to thrive. Palmer also goes deep into tactical strategies to achieve extraordinary success, even during the worst of times. Teaching readers how to build their lives by design, Palmer helps them unlock the business and lives of their dreams.

As Palmer writes: “When you live an extraordinary life, you define your own success. When you live an extraordinary life, you have an iterative attitude to cope with failure. When you live an extraordinary life, you realize extreme self-actualization. And, you are going to gain each of these by allowing me to help you build a self-fulfilling model of what you really want.”

A 25-year entrepreneur, business coach, keynote speaker, and author, Palmer has made it his “why” to improve lives by teaching, guiding, and empowering entrepreneurs, CEOs, and leaders on how to go from suck to success and become extraordinary.