Leadership isn’t confined to titles or roles — it’s something we all practice daily, often without even realizing it. Whether deciding how to begin your day, choosing your outfit or managing your to-do list, we all make leadership decisions in small but significant ways.
This everyday innate leadership is a far cry from the rigid definitions found in business books, which treat leadership as a skill to master or a checklist to complete.
It turns out that leadership isn’t all that complicated. In fact, my philosophy of “unleadership” flips those traditional ideas on their heads, embracing a simple truth: being a good, genuine human and trusting those around you is the real key to unlocking leadership potential.
Don’t get me wrong; leadership matters. But what I’ve learned through building Be Found Online is that the best thing I could do for the business — and team — was to get out of the way. That’s where the idea of unleadership was born.
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Below, I want to share the principles of unleadership that have shaped my journey and the growth of Be Found Online. If you’ve ever wondered whether stepping back could be the key to moving forward, I think you’ll find something here that resonates.
The Vision of Unleadership
Leadership isn’t about fancy titles or sticking to a rulebook — it’s about learning, listening and lifting others up. That’s the essence of unleadership — leading without ego — and it’s transformed how I approach business and life.
Some of the most valuable lessons I’ve learned came from outside the conference room: from the exciting and fulfilling like traveling, volunteering and starting passion projects to the nerve-wracking and trying times like navigating autism and cancer for and with my family while running an agency. These experiences taught me things like resilience, adaptability and the power of genuine connection — ingredients essential for leading with heart.
Listening is another cornerstone of unleadership. Truly hearing your team and creating an open, supportive environment can unlock potential. And when it comes to hiring, I look for curiosity, emotional intelligence and a willingness to grow — qualities that drive meaningful success.
One of the best things about unleadership is that it’s for anyone, anywhere. Whether you’re running a company, managing a team or just starting out, these principles work. It’s not about who you are; it’s about how you lead — and how you empower others to do the same.
Building a Community of Leaders
Among the lessons I’ve learned (albeit the hard way) is that no one person can — or should — do it all. If your business relies solely on you, it can only grow so far. That’s why a core idea of unleadership is building a community of leaders.
Leadership isn’t a LinkedIn header — it’s a mindset anyone can take on. When people feel trusted and empowered, they step up in ways you might not expect. Sharing leadership not only lightens your load but creates an environment where innovation and growth thrive.
To build this kind of community, I focus on three things: giving people the tools and space they need to lead, maintaining transparency so everyone sees the bigger picture and celebrating leadership at all levels.
Leadership can show up in anyone — whether it’s a manager or a team member who jumps in to solve a problem or takes the reins on a new project. Recognizing those moments helps build a genuine culture where everyone feels like they’re contributing to the company’s success.
The best part of creating a community of leaders? Watching it transform your company and your people. When leadership is shared, everyone grows — and your business becomes something bigger than any one person.
The Importance of Character in the Unleader
At the end of the day, unleadership is about character — who you are matters as much as what you do. Traits like humility, empathy and integrity are essential for building trust and inspiring your team.
Humility means recognizing you don’t have all the answers (as nice as that might be) and putting the team’s success above your ego. Empathy is about genuinely understanding and supporting every individual, which motivates and engages. And integrity? It’s all about making sure your actions match your words, and building trust even when things get messy.
Your team watches how you show up, especially in challenging moments. When you lead with character, you set the tone for success — not just in results but in how you achieve them. Being a good leader is about being a good human, and that’s what unleadership is all about.
The Open Book Vision of Leadership
One of the biggest game-changers in my leadership playbook is transparency — what I like to call the “open book” approach. It’s not just about celebrating the wins but also sharing the bumps along the way. When your team gets a clear picture of where the company is headed, what’s clicking and where they can do better, it creates a sense of trust and ownership.
Key takeaway: transparency means being real, even when things go sideways (because it’s inevitable — they will, and that’s okay). Owning up to mistakes shows your team that it’s normal to take risks, learn from them and try again. It creates a culture where innovation is encouraged and no one is afraid to step up with new ideas.
An open-book approach turns the whole team into owners. It’s about building a collaborative environment where everyone feels like they’re contributing to the company’s success — not just as employees but as key players in the bigger picture.
Separately, you may wish to consider practicing “Open Book Management” as another option to become more transparent in the operations of the business, inviting employees to share in the outcome – good or bad.
Doing Good and Being a Good Human
Unleadership isn’t about complicated business strategies or growth hacks — it’s about being a decent human being. It’s about showing up every day with integrity, empowering your team and creating a place where people feel like they’re more than just a number.
When you lead with empathy, transparency and a focus on helping others grow, you create a space where everyone thrives. And that’s the real deal — true success isn’t just about scaling up; it’s about building a business that leaves a lasting impact.
So whether you’re leading a small squad or a big team, remember this: leadership is more than a title. It’s a mindset. If we embrace unleadership, step back and empower those around us, we can create businesses that aren’t just successful — but meaningful.
Steve Krull is the CEO and Co-founder of Be Found Online, a digital marketing agency where he and his teams have been helping businesses with online visibility for more than 10 years.
