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Business

Badass Softie

by Dr. J.J. Peterson
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Latest episodes

  • Some Answers Only Come After You Start

    October 5, 2026 · 35 min

    You have an idea you keep coming back to. A book you want to write. A podcast you want to start. A business, creative project, or next chapter you can see yourself pursuing. But starting means finding out what happens when the idea leaves…

  • When Good Communication Isn’t Creating Connection

    September 28, 2026 · 42 min

    We have more language for healthy communication, boundaries, and emotions than ever before. So why can our relationships still leave us feeling so disconnected? Dr. Lee Long believes part of the problem may be where we put our attention…

  • Let AI Make Room for What Only You Can Do

    September 21, 2026 · 35 min

    AI can write, research, organize, automate, and produce at a scale that would have been impossible for most people a few years ago. But Dan Cumberland thinks the more interesting question is what all of that frees you up to do. As AI…

  • What Can You Do When You Can’t Fix It?

    September 14, 2026 · 20 min

    What do you do when a problem is so big that anything you could possibly do feels insignificant? On September 11, 2001, Dr. J.J. Peterson was thousands of miles from home, volunteering with a medical clinic in a rural village in the…

  • When Changing the Plan Feels Like Failure

    September 7, 2026 · 27 min

    You’re used to being the person who follows through. So when plans change, it can feel personal. Dr. J.J. Peterson had just celebrated a year of Badass Softie without missing an episode. Then interviews moved, a new client required…

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  • Staying Grounded When Things Get Hard

    August 31, 2026 · 31 min

    Something will eventually not go according to plan. Maybe a project doesn’t turn out the way you hoped, a difficult conversation catches you off guard, or life takes you in a direction you didn’t expect. You can’t control all of it, but…

  • Courage Is Something You Practice

    August 24, 2026 · 30 min

    A year ago, Dr. J.J. Peterson launched Badass Softie with a lot of questions. What if nobody listened? What if it went nowhere? And maybe the hardest one: Who am I to do this? A year later, the fear wasn't the thing that disappeared. J.J…

  • Are You Being Kind—or Just Avoiding Conflict?

    August 17, 2026 · 40 min

    It’s easy to tell yourself you’re being kind when you decide not to say the hard thing. You don’t want to hurt someone, create tension, or turn a small problem into a bigger one. But what if avoiding the conversation isn’t actually…

  • The 3 Marketing Emails Every Business Needs

    August 10, 2026 · 26 min

    Ever spend more time deciding what to write than actually writing it? If marketing feels harder than it should, the problem may not be your writing. You may simply be asking the wrong question. Dr. J.J. Peterson remembers sitting down…

  • Stop Marketing Like Everyone Is a Stranger

    August 3, 2026 · 37 min

    If your marketing feels exhausting, you're not imagining it. Every week there's another platform to learn, another algorithm to understand, and another tactic promising to help you reach more people. But what if the problem isn't that you…

  • The Best Marketing Isn't About You

    July 27, 2026 · 42 min

    The best marketing isn't about getting people to notice you. It's about helping the right people recognize themselves in what you have to say. Too often, business owners treat marketing like a performance—trying to sound more…

  • The Hardest Marketing Decision You'll Ever Make

    July 20, 2026 · 29 min

    What if the biggest reason your marketing isn't working has nothing to do with your website, your social media, or your messaging? What if it's the decision you've been avoiding? After spending more than two decades helping global brands…

Full episode archive on Apple Podcasts →

About the show

A Badass Softie is unapologetically ambitious and leads with heart. Ambitious and kind. Fun and driven. Powerful and deeply human. Badass Softie, hosted by Dr. J.J. Peterson, is a podcast that challenges the false choice leaders are too often given: be strong or be compassionate. The world doesn’t just need more leaders — it needs leaders bold enough to make an impact and compassionate enough to make it meaningful. Each episode pulls back the curtain on leaders, creators, and innovators who are rewriting the rules of what real leadership looks like. You’ll walk away with stories, insights, and practical takeaways that show you how to lead with both strength and softness — the very definition of being a Badass Softie. Subscribe and step fully into the kind of leader the world is waiting for.