20- Leading with Purpose: Jeff Jones on Twisted X's Journey from Boots to Sustainability

Executing the Vision

Your host, Brad Hunter, sits down with Jeff Jones, CFO of Twisted X, Inc., to explore the company’s journey from a cowboy boot brand to a leader in sustainable lifestyle footwear.

Jeff Jones is the Chief Financial Officer for Twisted X, Inc., a Texas-based footwear company. With extensive experience in high-growth SMEs, Jeff has held roles across finance, sales, HR, IT, logistics, and more. His leadership is driven by a passion for understanding his teams and helping them grow. Jeff holds a BBA in Accounting and an MA in Conflict Resolution, and he is currently pursuing certification in Coaching. In 2022, he was recognized as the Dallas Business Journal CFO of the Year.

In this episode, Jeff discusses Twisted X’s evolution, focusing on the company’s core values: product, planet, philanthropy, and people. He highlights their commitment to sustainability, comfort technology, and how they’ve expanded into new markets while staying true to their Western heritage. Jeff also shares his leadership philosophy, SOC Leadership, which prioritizes self-improvement, teamwork, and fostering a culture where people can succeed.

Jeff reflects on the challenges of leading diverse teams, the importance of listening, and his dedication to creating an environment of continuous growth. Looking to the future, he discusses his plans to transition into coaching and consulting to help others achieve personal and professional success.

This episode is full of practical insights for leaders looking to build purpose-driven businesses and strong, collaborative teams.

To learn more about Twisted X and shop their quality footwear, visit their website [HERE].

Connect with Jeff Jones on LinkedIn [HERE].

Think you’d be a great guest on the show? Apply [HERE].

Want to explore Brad Hunter’s work at Emerge Labs? Visit their website [HERE].