Sharon Price John, CEO of the beloved Build-A-Bear shares the special brand as they celebrate their 25th anniversary this year and the creation of over 200 million bears! Sharon talks about their new approach for growth and the current journey as she heads into her 10th year as CEO, including talking more deeply about their growth beyond the mall and the evolution of the “heart” ceremony. Ms. John also shares the model for GenZers and millennials and the impact of social media, as well as, unlocking the power of the brand and experience. Ms. John gives advice to CEOs on developing the right strategy and the 3 key elements to consider in unlocking value and optimizing your greatest asset. In the second half of the interview, Sharon discusses talent retention and the interesting model at Build-A-Bear with a multigenerational workforce and the connection to its mission statement. Finally, Sharon explains how her new book, Stories & Heart, hopes to be insightful to its readers in creating a life they’ll love.