EXCLUSIVE With Tiger Woods CEO: “Being Liked ≠ Success. Respect Is Everything!” (Former NBA Exec)

From the NBA to leading Tiger Woods’ foundation, Rick Singer reveals why earning respect, not popularity, is the key to leadership, how elite athletes build lasting influence, and what most CEOs get wrong about impact.

Rick Singer is the former President and CEO of the Tiger Woods Foundation, where he led global education, youth development, and philanthropic strategy for one of the most iconic athletes of all time. Prior to that, he held senior roles at the NBA, IBM, and KemperSports Management, and served as a marketing professor at Duke University. With a career spanning elite sports, corporate leadership, and education, Rick brings hard-earned insights into influence, branding, and building trust at the highest level.

In this episode, Rick revealed:
◽️ Why being respected, not liked, is the trait top performers and great leaders prioritize
◽️ What it was like working directly with Tiger Woods - and how Tiger built trust without words
◽️ The leadership lessons CEOs can borrow from elite athletes and coaches
◽️ How to build a high-performance team culture without micromanaging
◽️ The most common mistake young professionals make when trying to lead early in their careers

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⏱ Timestamps
00:00 Intro
01:03 Rick’s start in nonprofits
02:46 Poll EV question on nonprofits
03:55 Why Rick chose nonprofit work
05:57 Paying nonprofit workers better
07:06 Measuring nonprofit success
09:24 Fundraising and impact metrics
10:33 Comparing nonprofit to business
11:09 Working with Tiger Woods
13:41 Growth at Tiger Woods Foundation
16:53 Why Rick left the foundation
17:28 Deal making nonprofit vs for-profit
19:17 Rick’s time at IBM
23:24 Digital impact on sports
24:04 AI vs crypto/metaverse
27:33 Balancing profit and passion
30:05 Why sports marketing works
32:29 NBA vs IBM marketing
35:09 Handling backlash (Bud Light)
38:51 Marketing & evolving values
40:47 Importance of values
44:13 Aligning culture and values
49:28 Rick’s key personal values
51:39 Misconceptions about Rick’s work
52:26 Unlearning: being liked vs respected
53:16 Advice for college grads
54:33 Best advice Rick received
55:30 Question Rick hasn’t been asked
56:53 What’s next for Rick
58:00 Rick’s legacy
58:31 Rick’s message: patience
59:36 Outro

📌 Resources
Rick Singer
◽️ Linkedin: https://www.linkedin.com/in/rick-singer-9a44037/

Harvey Bracken-Smith:
◽️ LinkedIn: linkedin.com/in/harveybracken-smith
◽️ Instagram: instagram.com/harveybsmith
◽️ X (Twitter): x.com/harveybsmith_

Personable Podcast:
◽️ Instagram: instagram.com/personable.podcast
◽️ LinkedIn: linkedin.com/company/personablepodcast
◽️ TikTok: tiktok.com/@personableclips
◽️ Spotify: open.spotify.com/show/7JOTYDER6m2FDrlhop4api
◽️ Apple Podcasts: podcasts.apple.com/us/podcast/personable/id1671640111

Additional:
◽️ The Draft (Sign up): thedraft.io
◽️ Fundraising: justgiving.com/crowdfunding/LouLouRacefoiundation?utm_term=PvByaxmdn

Personable is a podcast dedicated to helping listeners become the best they can be by learning from the world’s best in their respective fields. This mission is inspired by my mother, Louise, who encouraged me to become the best version of myself before she passed away from cancer in 2023.