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Jeff Armour – Chief Operating Officer (COO) for the University Students’ Council (USC) at Western University

Jeff Armour – Chief Operating Officer (COO) for the University Students’ Council (USC) at Western University
About Jeff Armour

Jeff Armour is the Chief Operating Officer (COO) for the University Students’ Council (USC) at Western University.  Jeff graduated with a B.Sc. from Western University and after a few years of service overseeing the Wave and Spoke restaurant and bars on campus the USC encouraged Jeff to enroll in the Project Management program through Western’s Continuing Studies. Jeff was subsequently promoted to higher-level leadership position in the organization until ultimately landing at the COO role he currently holds.  Jeff also recently completed his EMBA at Ivey in July 2023.
 
Jeff has an extensive background in strategic planning, project management, operations restructuring and realignment, change management and financial strategy.
 
Jeff is married to Mindy and has three children, Kennedee, Ben and Brad.  He was born in BC but grew up in Peterborough, Jeff moved to London for school at Western and never left. 

Connect with Jeff Armour: Email | Linkedin | Twitter | Facebook

Listen Now

Listen to the episode now on Apple Podcasts, Spotify, or on your favourite podcast platform.

Resources Mentioned

University Students’ Council (USC)
Western University
Ivey

The Transcript

**Please note that all of our transcriptions come from rev.com and are 80% accurate. We’re grateful for the robots that make this possible and realize that it’s not a perfect process.

Sam Demma
Welcome back to another episode of the High Performing Educator Podcast. This is your host, Sam Demma. And today we are joined by Jeff Armour. Jeff and I, we met each other a few years ago and we’ve stayed in touch. Personally, I’m super inspired by the Student Union, the USC at Western that they operate and that Jeff organizes and supports.

Sam Demma
And they do incredible things in the post-secondary space. And I’m honored to have Jeff on the show again. Jeff, thank you so much for taking the time to be here.

Jeff Armour
Hey, thanks for inviting me. I guess the first one you can get lucky on, the second one means maybe I did something right. So that’s good.

Sam Demma
I really enjoyed the conversation. And I know this is gonna be just as valuable. There’s so many ways we could take this conversation and different things we could talk about. One of the things I’m most inspired about with your leadership at the USC is every team member seems like the most phenomenal human being. I have some of the most memorable experiences working with you and your staff. Where do you find these amazing human beings? How, like, where do they come from?

Jeff Armour
Wow, there’s two different answers there, I think. The one that’s like maybe the romantic answer is, I think setting a culture and having a purpose-driven organization attracts certain people. That, you know, the old adage at McDonald’s where they say there were smiles on the menu and those were free, and they were selling burgers and fries, but what they were really selling was smiles. I think people come here because they know we’re selling smiles to students. So although they might be a great accountant or a great productions person or a great clubs facilitator or even the people in HR, I think everybody rallies behind the idea that we’re trying to make students smile and enhance the educational experience, which is our mission statement.

Jeff Armour
So that’s the cheesy, super inspirational, like “I’ve got it all figured out” answer. The more, maybe more real answer is, I think there’s a certain amount of luck there. There’s a certain amount of strong leadership about, you know, what type of behaviors and what type of people we want to have here, which obviously changes things a little bit. And then the final piece of that is, when you’ve got something good going on, people like to talk to their friends or the other people they work with, and it spreads pretty quickly. So that’s lovely to see when you’re bringing other people into the fold of what you’re doing.

Sam Demma
I think when it comes to teams, the teams that operate really effectively have cohesion and they’re all unified by that single mission or purpose. And they voice their thoughts and their feelings and have these thoughtful disagreements so they can come up with the best ideas and move forward as a committed, I guess, team of people. How do you think about building that team and encouraging cohesion amongst members of the whole organization?

Jeff Armour
Yeah, well, I think you said it right at the outset, what is ultimately the goal? In a for-profit entity, you get a lot of infighting, I think, because the goal is making money. And sometimes to make money, you’ve got to step on some toes a little bit. And there’s some one-upmanship going on there in competition, which creates perhaps a better value or more profit when you have that sort of infighting.

Jeff Armour
When you’re centered on purpose, and as long as the leader can set a pretty clear goal of, I mean, I guess I just talked about putting smiles on students’ faces, everyone can get behind that. And the one-upmanship is not stepping on other people’s toes, but it’s more like improv: yes and, you know, as opposed to no, but maybe we could do something else. You get a lot of yes ands. “That’s a great idea. And you know what else would be good is this.” So it’s more like piling on in terms of contribution as opposed to ripping it down to try and one-up to make sure that, you know, you get the promotion or the bigger bonus.

Jeff Armour
That is definitely a major focus around here. Failure isn’t the negative. Not trying is the thing we don’t want to see. Just keep trying. You make a mistake, great, we won’t have to make that one again. That’s another one off the list. So it creates a good environment where everyone wants to jump in and see what other ideas they’ve got or, you know, kind of do the yes and.

Sam Demma
I was recently golfing with my godfather and he’s a big reader of books, and he told me to check out this book called Principles by Ray Dalio. And it was all about his life and work principles that he had operated on for a long time. And one of them was, “We celebrate mistakes but don’t tolerate not learning from them.” They had this software in his organization called the issue log. And every time you made a mistake, it was your responsibility to log it and to share it.

Sam Demma
So you put the date and the time and the mistake you made, and the next sync with the whole team, you would talk about it openly so that everyone could learn from the same mistake that just one person made, and then talk about how to avoid it moving forward. And when you’re talking about celebrating mistakes, that whole idea came to mind. How did you build that culture of celebrating mistakes? Is it something similar? Or like, what did you do?

Jeff Armour
It’s just funny because when I took on this role as the COO, formerly the general manager, we were very, very siloed. So no one wanted to talk about their mistakes, right? Despite the immense amount of value. And so because of that, there was no history written. And because of that, we were destined to make the same mistakes over and over again, which is exactly what we were doing. Which was creating a lot of frustration in people that wanted to be here and improve on it and build towards those smiles and great experiences.

Jeff Armour
It was like, “But why are we… like I get it, but why are we… like I’ll try. You’re paying me. Why are we doing the same thing again? I have this other idea. If we could have just turned that one thing and made it better.” And I’m kind of blowing it here, but when I first took on the role, there’s many things that I did, starting with, like, I reintroduced myself to the team. Like literally did a PowerPoint and said, like, “You’ve known me because I was here for probably 15 years before that and reintroduced myself to the team, my senior management team, and basically said, so, you know Jeff, but you don’t, you don’t know Jeff.”

Jeff Armour
The next thing I did was quietly without labeling it—because I like that—what did you call it? A log of…

Sam Demma
They called it the issues log.

Jeff Armour
Issues log. So I was regularly having meetings as I started to do some change management on the culture of our team—not change management like we’re getting into new products or whatever—it was more of culture change. And I would strategically every other meeting or every, you know, I tried to make it not rhythmic so people started to pick up on it. But I talk about, like, one of the mistakes I made early on. Like, “Oh, coming in this job, I know I, and I made this, I did this thing or whatever.” And what started to happen was they would laugh along with me. But not only that, contribute to ideas of how we could avoid that in the future.

Jeff Armour
And I say I’m kind of letting the lid off this because some of them will, if they hear this, will be like, “Wait, you were doing that on purpose?” Like, I don’t want to make it seem like it was contrived, but really, we weren’t talking about our failures. And when I say failures, I mean, like, it’s a chance to learn or otherwise. So instead, what we would do is someone who you would think would have no opinion on an item—let’s say it was something that we made a mistake in budget—and then someone who’s nowhere near the budget process would be like, “Why didn’t you just ask us about what we were going to… like, that would have helped you avoid that mistake three months later.”

Jeff Armour
And I was like, “Oh, that’s… you know, write it down. Then you make sure you follow up.” Then you start to… and suddenly people can see that change and improvement on mistakes. But not only that, subconsciously, they’re thinking, it’s OK if I bring up a mistake I made. Maybe other people have good ideas because no one’s ever asked me about the budget thing. And now I was able to contribute to a positive outcome, right? It’s like teaching. It’s like a learned behavior that you’re not explicitly teaching them about. Because if I came out and said, “We’re going to…,” they’d be like, “Oh, great. He’s read some books, and he’s trying to… whatever.” Instead, it was like mimicking the behaviors I wanted to see the entire corporation do, like everybody, right down to the person who’s cutting the bagel being like, “Why do we cut the bagels before the person orders it? Like, it takes three seconds, and if we had one of these little machines, we could just…” Great, let’s hear about that.

Jeff Armour
And no one should have their feelings hurt. You should have your feelings hurt if you’re not listening, or you continue to not learn from it—not by not trying, right? It’s just the effort that counts. So the reason I was smiling when you asked the question is because it’s like, “Oh, I’m going to have to tell them the truth, and it’s going to probably be a little whistleblower here on my behaviors,” but yeah.

Sam Demma
Well, I think at the end of the day, it also gives other people permission, like you said, to voice their mistakes. Like you’re actually, as the leader, leading with vulnerability by saying, “Here’s a mistake I made.” And that vulnerability you’re leading with is allowing other people at the table to say, “Hey, it’s OK to be vulnerable.”

Sam Demma
Because if Jeff’s leading us and Jeff’s being vulnerable, so can I. Do you think it’s really important that you did that first? Like if you didn’t share, do you think other people would have shared, or would it have taken a much longer time for that to unfold?

Jeff Armour
I think, yeah, it definitely would have taken longer for it to unfold. Yeah, that’s… I think that’s fair to say. I think I’ve also always just been a person that, like, if I’m going to ask you to do it, I better do it first. Like literally in, like, physical actions. Like if I’m telling you to move that pile of dirt over there, I better be the first person to put the shovel in the ground and, like, to help move the dirt. And then, you know, I always prefer when people that I’m working with or that, you know, are trying to buy into something to be like, “Hey, I’ve got this dirt thing. Why don’t you go over there and start to build that wall so then I can come over and paint,” you know, or otherwise.

Jeff Armour
Like once they can see why they’re doing something and how they fit into the bigger picture, to start to push leadership or someone who’s helping them into where they should be is way better than saying, “I’m in leadership. Do as I say and, like, figure it out on your own.” I don’t know, it just feels like that’s… I don’t know, yucky, kind of condescending, or I don’t know, more like a boss, right?

Sam Demma
Do you trust your intuition and gut on a lot of the decisions you make, or do you have principles or, like, certain guardrails that you think about before you make a decision?

Jeff Armour
Yeah. I’m learning to trust that more.

Sam Demma
Yeah.

Jeff Armour
Here I am at my age now, where I’m at in my career. And we actually, just last week, did StrengthsFinder with the senior leadership team here, the senior managers we’ve got. And my strengths, which make me uncomfortable—and I don’t think I’m sharing that out of turn—they make me uncomfortable because they’re kind of like traditional, hard strengths I’m not super comfortable with.

Jeff Armour
However, because of that, I haven’t really trusted it in the past, which I think has made me more of an authentic leader. Like that kind of… Are you familiar with the Gallup StrengthsFinder stuff?

Sam Demma
I don’t know too much about it, other than it’s like similar to other personality tests to figure out how people can deal with one another, understand how they operate. That’s why—but I could be wrong.

Jeff Armour
No, no, that’s basically it. I mean, the only real big difference is it’s a Gallup-founded test, which means there’s like a hundred billion data points that Gallup has because they do surveys all the time. So it’s like really… And it’s shocking how close it is. It’s amazing insights. So yeah, to get back to the question of, like, do I trust it? I don’t, but I think that’s actually what makes me good.

Jeff Armour
I’m naturally a pessimist with a very strong optimistic outlook. I can see the negative side, but I’m always like, there’s this terrible thing that could happen, but you know what? It’s going to be awesome. So I’m literally built to prepare for the worst and plan for the best. Like it’s ingrained in my DNA to actually do that. So yeah, I don’t really trust… I really trust the people that are around me. If I’m half-hearted into something or they’re not sure if I’m sure, they’ll either give me the resolve or push me a little bit to get to that solid place because I think they trust my instincts more than I trust my own.

Sam Demma
It’s probably not a good answer, but I mean, that’s the truth—is I’m a little cautious with my gut.

Jeff Armour
I think that that’s so important. I think it’s one of the reasons why the organization, the USC, succeeds because if you do just consistently put your eggs in one basket and you feel like, “This is the best decision ever, we’re doing the right thing,” and you don’t ever think, “Well, what if we could be wrong?” you might have some blind spots, and you overcommit too many times. Things can fall apart. Who do you ask, or, like, how do you ask when you have those thoughts?

Jeff Armour
I think the best part about it now, where we’re at, initially I had sort of a small group of people that knew me and knew who I was that I could be not just vulnerable with, but, like, weak. Quite literally just be like, “This is tough.” And early on in the job, there were several things that tested my resolve. And then, you know, middle of the bell curve was COVID, which again, tested things.

Jeff Armour
And in the first chat we had, we talked about my decision to bring everybody back in full. There was no hybrid, which now, I guess, it’s been two years since we did that podcast, I think, or a year or whatever. It’s just showing in droves how great the culture is here. And there’s no group at home and group at work and all of that. Great for… we’re really, like, for the listeners here, we’re really an in-person impact. Like the student walks into your office and says, “Hey, I need some help.” Really hard to schedule a Zoom with people when they’re just walking in. You know, you can’t predict when it’s going to happen. It’s kind of like, you know…

Jeff Armour
So yeah, that’s sort of when I started to realize that my gut instinct was probably pretty strong because I ask a lot of questions. I’m, I think, a good listener. I know where we want to go to. And so what happens is every interaction I have, whether it’s just walking through the halls or otherwise, goes into my brain, unfortunately. It doesn’t add stress to me, but it adds data points. And those data points help me formulate an opinion that makes my gut call a little bit stronger.

Jeff Armour
And this is all stuff that I’ve learned over the last, probably even like last two months as we’ve really gotten into the StrengthsFinder stuff and realized that that is the way I operate. I used to be afraid of it because I didn’t understand it. I didn’t understand where that gut… like, nobody just has gut instincts like that. The gut instinct comes from like listening and actively challenging, but also being a pessimist and looking out for the worst, but also hoping for the best. So all those things come together to make it, yeah, what I use.

Jeff Armour
Small group initially, and now I don’t even have to ask for opinions when I’m looking at making a decision or there’s something that’s challenging the group. Everyone feels very comfortable walking into my door and just being like, “Hey, I know this is a problem we’ve got, and I wonder if this would help. I found this article, and here you go. Do you want to read it?” And then you can go even deeper, like, “Oh, interesting, what kind of triggered you? Like, what made you resonate with this challenge that we’re facing?” And it’s like, “Well, I think it’s really important because I see every single day X, Y, and Z.” More data points to go in for the analytical, more information, more comfort with talking to what, in a traditional model, would be like the leadership.

Jeff Armour
And I use that loosely. Because I don’t necessarily believe in, like, there’s got to be one boss. I believe, like, the hive mind works to a certain extent, but at some point, someone has to make a decision, and I get that, right? So I really encourage that. And I think the open-door policy and willingness to listen, and not being afraid that someone has a different opinion than I do, and that means I’m not going to make a decision because they differ with it. I’m great with that because it’s just more data points, right?

Sam Demma
I mean, you’re sharing principles with me right now, like, you know, plan for the worst, but expect the best. The open-door policy, gather information, you know, be a good listener to make the best-informed decision. If I was to chat with members of the USC, other people on the team, and sit them down and say, “What does Jeff say to you most often?” Like, if you were to tell me, “These are Jeff’s, like, maybe not just Jeff’s, but these are the USC’s values or principles and things that we hear over and over and over again,” what are a few of those things or some that stick out in your mind that you think they’d share with me?

Jeff Armour
Yeah, well, some are very USC-specific, that were student-led. Yep. Which, that’s a value we hold—that at the end of the day, there should be a student at the table. I’m not just talking about the president—obviously, the president—but like a student. So if you’re making decisions around clubs, there should be members from the club system involved in making that decision, right? Because they know better than we do.

Jeff Armour
That’s the best way to protect against aging out in an organization that essentially—we’re vampire keepers. The vampires stay 22, 20 years old, and we get older and older, and they stay the same age, right? So the best way to insulate against that is to get as many of them around the table to make the decisions and help you with it. So that’s a big principle that used to scare us. Any student association, I think, would be scared because it’s like, “Wow, I personally am getting out of touch with what that generation wants.” Right? I don’t know what skibbity bathwater means. I don’t understand. Like, it was a couple of years ago.

Jeff Armour
But I don’t have to keep up with that. And the reason I know those words is because there are students around me all the time who are open to sharing with me, just like the clubs’ decision, just like if there’s something that’s going on around designing our menu. Don’t ask someone who’s 45 what they want on the menu because they want nachos and chicken wings, which I definitely want. But maybe the bowls are really hot, or maybe having halal chicken is really important to a large chunk of our… So all those things—students around the table. That’s the USC sort of thing—is that we’re student-led, OK?

Jeff Armour
For me personally, there are two things that are very important, and that is trying. I want to see people trying all the time because I believe that’s where the good stuff happens. Keep trying. I’ve already said it to you earlier on in the interview. You can see that they will hear that. And then from the management leadership realm, it’s delegate, right? Great. You’re great at that. Delegate it. Because I’ve got other stuff that I want to delegate to you. Delegate, delegate.

Sam Demma
And what would be the fear with delegating?

Jeff Armour
That they’re not going to do a good job, or it’s going to get done wrong.

Sam Demma
I still feel it. How do you—like, tell me more.

Jeff Armour
And so then they’re going to… Not just you making mistakes, you’re afraid to try, the people you’re delegating to are going to make a mistake, and you’re going to have to talk to them about that mistake. And not a lot of people have that type of ability to have a restorative, generative conversation with someone who’s made a mistake because they’re feeling bad, right?

Sam Demma
Yep.

Jeff Armour
You feel like you missed a step because you said they did fail. But changing the paradigm of that into a conversation where it’s like, “What did we learn?” And going back to the thing I did on, like, the second week, where I talked about the thing that I failed on—try and mimic that. Like, “Let’s get better together.” That’s a hard thing for people in general to—I mean, it sounds really easy here. I’m, you know, 20 minutes into the podcast or whatever, but like, it’s not easy to do.

Jeff Armour
Those are the conversations. That’s the good stuff in there—is when you can get someone, I think, like I’m trying to do, to press upon people, like, you know, go ahead and make mistakes, and then go and encourage the people that report to you to make mistakes, and then support them in it, right? Those are probably the two things that, like, is a Jeff-ism. And then the one thing is the USC thing—it’s like student-led is a big, important thing.

Sam Demma
That’s awesome. The idea of delegation is something that’s very real for me right now. And I’m sure a lot of the school divisions that I serve and support, their leadership teams delegate a lot. And I’ve been working with an assistant for a little while, and I’ve struggled with the delegation situation.

Sam Demma
And I have the best friggin’ team in the world. When things are going great, it’s her. She’s rocking it, you know, and things are not going great, it’s because I’m in my head, and I’m like not sitting in my best position and being a good leader. How did you build that skill yourself? Was it just the repetition of those types of conversations, or what did you find helpful?

Jeff Armour
I think… geez, that’s a great question. I don’t know where that started or when I started to do that. It might have been—we talked about it in the first one, I’m sorry if I’m repeating a little bit—the construction realm.

Sam Demma
Yes.

Jeff Armour
Right, where I had a high expectation of quality, right? And so then what I would do is—funny story, during COVID, we’re at home, and I quickly realized that the school was okay. Everybody was doing the best they could, just homeschooling and all the rest, but the kids weren’t getting the stimulation necessarily at the level that at least my children needed, which was like, “What am I learning that’s new, and how am I interacting with someone getting immediate feedback on whether it’s going well or not?”

Jeff Armour
So for each child, I had a different little thing that I would do with them. Like my youngest, for example, I taught him literally how to make coffee. Like we have a brewer at home where he would put the grind in. So he’s seven years old, eight years old—which is… that’s it. There’s hot water. You got to fill the water up, you got to hit the right buttons, and, you know, make sure it’s not coming out too hard, you know, too stiff or otherwise, it’s the right mix. Taught him how to do it, taught him where the cream was, and to put a little bit of this in and that sort of thing.

Jeff Armour
And so I would just go down, turn my Zoom on at 9:00 a.m., 8:00 a.m., whenever the meeting was, and get into it. And so people started to see this seven, eight-year-old bringing me a coffee. And to them, it was like, “What the… what are you doing to him?” He still talks about it today. He still talks about being trusted to do something for Dad, learning how to do it.

Jeff Armour
And he started to get better at it, right? And started to measure the sugar as opposed to just pouring in the sugar and starting to whatever, and then reinforcing that with feedback right away. “That might have been your best one yet. Surprising, because I normally like a lot of cream, but there wasn’t as much, and I didn’t put as much in this time,” right? And the reward that comes from delegation and feedback, positive or negative, and how that fills up the human spirit to continue to try—there’s that word again—I think is an algorithm, a formula that feeds the human soul that makes them want to even do more and more and more, right?

Jeff Armour
Because then the next question was, you know, “Do you want some eggs? Do you want to do this?” And suddenly it starts to grow. And, you know, some people may look at it like, “I was just happy my kid was getting through the day. This was a terrible time for everyone.” I’m like, “Here’s a chance for them—for me—to engage with them as their parent, but also for them to learn and get confident doing things that they wouldn’t normally ever do.” Same principles apply at work. Same thing applied at the construction job.

Jeff Armour
I think that delegation gives the opportunity to fail safely, grow as a team, and, on top of that, have good conversations about what the ultimate why is. Like, where are we going here? Why does Dad want a coffee in the morning? He has a coffee every morning, and if I can do that for him, he can get to work and get on the Zoom later. He might be able to spend more time with me in the morning doing whatever. And those conversations as well. There’s so much good stuff that comes from delegating, in my opinion.

Jeff Armour
It’s scary though, right? Like you’re experiencing it, to your point of, like, “Okay, well…” And also there’s the—I don’t know if you feel guilt about it as well, delegating a little bit.

Sam Demma
I do sometimes feel like it’s irresponsible of me to say, “You do that, not you do this, but can you please help with this?” And it makes me feel… it does make me feel a little guilty, yeah.

Jeff Armour
Because, well, from a selfish perspective, the time it took you to ask, “Hey, I want to move that one o’clock to a two o’clock,” you could have just done it, right? And then you think about how that person is that sees you move it and does it. And suddenly that person has committed their working life to you and being good for you. And suddenly it’s like, “Oh, like, maybe I did that wrong.” And maybe you didn’t catch it because you did it in a moment.

Jeff Armour
But the negative side of not delegating and making sure that that person’s feeling like they’re reaffirmed can also be super damaging. Like it goes both ways. And we don’t think about it that way because we don’t want to bother anyone. I don’t know if that’s Canadian or if that’s just general—the entire world can’t be the Mad Men series where it’s like, “Get me a sandwich.” But there’s some value in actual delegation of a task with some feedback, and I think it’s super important.

Sam Demma
When you are delegating a task, are you front-loading the conversation with “Here’s why”? Like, you know, when you give the example of your son making the coffee, that conversation around “Here’s why we do this” is very helpful because when someone knows why you’re giving them a task and why it matters and it’s important, it’s going to encourage them to feel good about the work they’re doing because it’s serving the greater purpose. But when do you have those conversations in the delegation process?

Jeff Armour
Well, if it’s not obvious, like at the outset—which has become more prevalent here anyways—people will see an opportunity, and often they’re like, “Hey, wouldn’t it be great if I could just do this thing for you, and then you wouldn’t be tied up with it, and we can… you could do that.” That’s happening more and more. But if that isn’t the case, and I’m like, “Hey, so I’ve been thinking about something, and one thing I noticed, you’re way more organized than I am in terms of getting in quicker to do this and that. What’s your bandwidth like right now? Because I think if you can do this thing, that would help me do that thing, and then the two of us would have a much better day. But let’s talk about it,” because getting them to opt into doing the thing is always better.

Jeff Armour
That being said, I think there’s enough understanding and trust in the tank right now that if I was like, “Hey, can you send me those things, and can you do this and this,” people would be like, “100%,” right? Because they know it’s not just because I’m randomly doing whatever. So there’s the two sides of it. It’s like them opting into it but also then building the trust that you’re not asking them to do something that is just, you know, flippant, I guess, is the word. That comes from, like, following up and saying, “Hey, I know I asked you really quickly about putting it in there. Thank you so much because I was running that meeting, and when I got there, I could just open it up and it was there, and it made me better prepared. So I appreciate it.”

Sam Demma
That’s amazing, Jeff. I love this whole conversation. I think we could go on for hours, but I want to respect your time. Thank you so much for your wisdom, your vulnerability, and just sharing your thoughts on leadership, delegation, and the culture you’ve built at the USC. It’s inspiring. I can’t wait to share this conversation with others, and I look forward to doing it again. Maybe we’ll have a yearly tradition.

Jeff Armour
Thanks so much, Sam. It’s always a pleasure to chat. These conversations challenge my thinking a little bit because sometimes I don’t know why I do things, but I love what I do, and I love making a difference in other people’s lives through sort of giving bits of myself and the opportunity for them to be the best selves that they can be. It’s super rewarding.

Sam Demma
Well, you’re doing it, so keep it up.

Jeff Armour
Thanks.

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