Surfacing Leaders

In this episode of the Surfacing Leaders podcast, host Marc Koehler sits down with Sheri Jacobs, founder and CEO of Avenue Group, bestselling author, and the creator of the Innovation Capacity Score. Sheri shares a fascinating journey that spans entrepreneurship, association leadership, and photojournalism, including what it was like capturing Michael Jordan on the court and later trading sports arenas for wildlife expeditions in places like Antarctica and Botswana.

Together, Marc and Sheri unpack what it really takes to drive innovation in today’s fast-moving world. Sheri challenges the popular advice to “think outside the box,” arguing that the most powerful creativity often comes from doing the opposite: defining clear boundaries. They explore how constraints create freedom, why risk capacity matters more than risk tolerance, and how leaders can empower the voices closest to the customer so the right problems get solved first. Sheri also shares memorable stories from the field, including the mindset behind taking 10,000 photos to capture one extraordinary shot, and how that perseverance translates directly to leadership, learning, and “taking more shots” in business.

The conversation closes with practical guidance for leaders who want to build real momentum in their organizations, even when resources are tight and technology is accelerating. Sheri’s message is clear: innovation is not reserved for “big idea” personalities. It’s a habit that can be built when leaders create clarity, permission, and a safe space to experiment.

The episode concludes with actionable advice for aspiring leaders:

• Define the boundaries so your team knows where they can play and experiment.
• Audit your risk capacity so you can take smart steps forward without guessing.
• Make risk-taking a habit by taking more shots and learning quickly through the process.

Connect with Sheri Jacobs:
Website: https://sherijacobs.com
LinkedIn: https://www.linkedin.com/in/sherijacobs/
Instagram: https://www.instagram.com/chicagogirl527/