On today's episode of The Edge of Excellence, Matt is joined by Francisco Morales, executive chairman and co-founder of 5.11 Tactical. 5.11 Tactical manufactures and retails their clothing brand all over the world. Francisco shares his transformative journey, emphasizing the power of a paradigm shift and the importance of adopting a growth mindset. From grappling with the notion of self-imposed limits to pushing himself academically and professionally, Francisco's story is a testament to the idea that your limits are often where you set them. His commitment to self-improvement and embracing new challenges, like mastering the English language and excelling in his studies, underscores the impact of determination and hard work in shaping one's destiny. Matt and Francisco explore the intricacies of building a brand that resonates with its audience, highlighting Francisco's journey with 5.11 Tactical. Francisco's approach, focusing on understanding customer needs and translating them into innovative, functional products, has been pivotal in the brand's success. The discussion sheds light on the importance of staying true to your core values while adapting to the evolving needs of your customers, a philosophy that has steered 5.11 Tactical to become a leader in its industry. Francisco reflects on his personal growth, the sacrifices that paved the way for his successes, and the significance of maintaining balance in life. His insights on the interplay between professional achievements and personal fulfillment offer valuable lessons on pursuing excellence while staying grounded. Join Matt and Francisco for this fascinating conversation.  Enjoy!  What You Will Learn In This Show: How changing your mindset can transform your life and professional journey.The importance of pushing beyond self-imposed limits, and how embracing challenges can lead to remarkable achievements.Francisco's approach at 5.11 Tactical, focusing on understanding and responding to customer needs to drive innovation and brand success.The strategies Francisco took in his path from a struggling student to becoming the CEO of a leading brand, emphasizing hard work, dedication, and continual learning.The significance of maintaining a balance between career ambitions and personal life, and how this balance contributes to overall success and fulfillment.Why focusing on your strengths rather than your weaknesses can be a more effective strategy for personal and professional growth.Francisco's early work experiences and the lessons he learned about the value of hard work and perseverance in achieving one's goals.How staying true to consumer needs and continually adapting to changes can lead to the creation of groundbreaking products.How thinking outside the box and embracing unorthodox solutions can lead to industry-changing innovations in product design.The significance of setting personal goals and regularly revisiting them to stay on track towards achieving your aspirations.And so much more... Resources: Francisco's LinkedIn 5.11 Tactical