Leadership isn’t just the strategy you announce—it’s the story people can believe long enough to live.In this conversation, Gavin McMahon, CEO of Fassforward and author of Story Business, traces his path from mechanical engineer to transformation guide, and reframes change as a human act before it’s a corporate one. What began as faith in logic, meritocracy, and clean answers evolved into something messier and more powerful: the recognition that organizations move when people’s inner narratives move.Gavin shares why emotions aren’t the enemy of good decisions, how hope, fear, and reason work together to create momentum, and what it looks like to lead transformation without flattening the people inside it.This conversation is about cutting through jargon, respecting the psychology of change, and learning to lead with narrative clarity when certainty is a luxury.linkedin.com/in/gmcmahon/fassforward.com99 Humans is a multimedia platform centered on humanizing leadership. Hosts Jeff Lakusta and Nadia Carta interview a group of cross-industry leaders, seeking stories about the human side of leadership. Join us and share your story:www.99Humans.com | linkedin.com/company/99-humans

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