Purpose, Passion, and People
Leadership Lessons from Don Surber
In the latest episode of Built Without a Net, I had the privilege of sitting down with Don Surber—a mentor of mine, a client from my earliest days of launching HR Value Partners, and a true veteran of American manufacturing. With more than five decades of leadership across the automotive, aerospace, and electronics industries, Don has seen it all: recessions, risk-taking, failures, and incredible growth. What stands out most, though, is not his business track record, but his philosophy—business is about people first.
Building Businesses Around People
Don’s career began at ITW, where he learned that financials, products, and markets all take a back seat to people. That early lesson became the foundation of his leadership style: hire carefully, invest in employees, and don’t give up too quickly when challenges arise. While many leaders follow the mantra “hire slow, fire fast,” Don believes in hiring with care and giving employees the space to develop, adapt, and find their place in the organization.
His “3P Philosophy”—purpose, passion, and people—guides how he evaluates talent and how he leads his organizations. If a person has purpose in their work, passion for what they do, and is surrounded by supportive people, success is far more likely to follow.
Entrepreneurship in Difficult Times
Don’s story of acquiring ATF in the early 1980s is a powerful reminder that opportunity often hides in crisis. At the time, the Rust Belt was in deep recession, prime interest rates sat at 18.5 percent, and many economists predicted manufacturing in the Midwest was dead. Don saw things differently. He secured financing, took a calculated risk, and transformed ATF into the foundation of Surber Investments, a family of companies spanning automotive, aerospace, and beyond.
Over his career, Don has spun off 20–25 businesses, most born from solving specific customer problems and then expanding into adjacent markets. Importantly, he stresses that failure is part of the process. Some ventures succeed, some do not, but every failure carries lessons that strengthen the next attempt.
Weathering Recessions and Crises
Having managed through six major recessions, Don has a unique perspective on today’s turbulent business climate. From the pandemic to supply chain breakdowns, inflation, tariffs, and technology disruptions, he sees the last five years as one of the most challenging stretches of his career. His advice: remain optimistic, keep your team focused, and look harder for opportunities when everyone else is retreating.
Innovation and Adaptation
Change, Don reminds us, is constant. Decades ago, ATF’s largest market was supplying parts to the television industry—an industry that vanished from U.S. shores. Rather than fold, ATF shifted to new markets like automotive safety, aerospace components, and now even data centers. “If you’re not creative and adaptable,” Don says, “you won’t survive.”
He also sees artificial intelligence as the next great disruptor—potentially even bigger than the internet. While robotics changed how factories operate, AI will transform white-collar work, middle management, and knowledge industries in ways we are only beginning to grasp.
Giving Back: The Jason R. Surber Matthew Homes Charity
Beyond business, Don is deeply committed to community impact. Following the loss of his eldest son, Jason, the Surber family launched the Jason R. Surber Matthew Homes Charity, in partnership with Renew Communities. The initiative raises funds to build affordable homes in North Chicago, where homeownership rates lag far behind neighboring communities. In just ten years, the effort has grown to it’s current level with an annual budget of more than $3 million, with 31 families now living in new homes and more under construction.
For Don, this work reflects the ultimate expression of purpose, passion, and people—improving lives, building stronger communities, and leaving a legacy that extends far beyond business success.
Key Takeaways
Put people first: Success depends less on products or markets and more on developing talent and culture.
Be patient: Don’t abandon employees too quickly; invest in their growth before deciding they’re not a fit.
Look for opportunities in crisis: Recessions and downturns often reveal openings that others miss.
Adapt and innovate: Industries evolve, and survival depends on creativity and flexibility.
Follow the 3Ps: Purpose, passion, and people are the cornerstones of a meaningful career and life.
Give back: True fulfillment comes not only from building companies, but also from strengthening communities.
🎧 Listen to the full conversation with Don Surber on Built Without a Net here: Apple Podcasts (also available on all major streaming services).
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