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Refined by Failure, a life and business transformation program that shares the lessons learned (mostly the hard way) during Lloyd Brown's 30 years of entrepreneurship and leadership experience.

Our process is designed to bring clarity to why you do what you do, and to set boundaries based on your "why." You will then lead with purpose.

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Our resources come from 30 years of using lessons learned through failure to improve our life and business processes. Take these hard-won lessons and learn to be REFINED and not DEFINED by your failures. Become the vulnerable and open leader your company needs. 

Be part of the Refined community

Regardless of how different our industries are, the problems we leaders face are often very similar. Join our community, meet different leaders from all around the world, and share your experiences. Learn that you are not alone.

Refining purpose

Our process is purpose. This process has already empowered many leaders to write their own stories. Use our free exercise to write yours and begin your path to self-awareness and clarity.


Refined by Failure: Breaking Rules and Getting Burned

There is no question about it: failure hurts. But it is also an invitation to clarify our values, actions and relationships. In both business and our personal lives, failure is an invitation for wisdom – but only if we choose to listen.

Learning from failure brings us closer to success, and if we use it to drive us forward, then failure itself is only temporary.

This insightful and actionable book offers you 5 core lessons that every leader should know:

  1. The problem with being a know-it-all

  2. How Vulnerability Creates Trust & Clarity

  3. The Count Down Clock: The True Value of Time

  4. Company Health: Profit First Is People First

  5. Complaining Doesn’t Work— Do This Instead

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"A practical guide to transform not just your business, but also your life."


"The book consistently conveys the message that learning from both our failures and our successes is ultimately how we improve as human beings. The author carefully and thoughtfully lays out his 10 Rules to business and wisdom, and their application to everyday life. I truly enjoyed the author's honesty and willingness to share details, both good and bad, of his personal life and career experiences. Being in the infancy of my career and having a young family, I'm excited to take the knowledge and wisdom shared by the author and apply them to whatever life presents."


Leaders are recognized when they are most successful. But the fact is, that successful recognition comes from being refined by their failures.


It is one thing to understand the mistake and discover the cause, but the weight of taking responsibility is often a lot heavier than you realize. Especially when there is the belief that you're in this alone.

You likely believe you have all the answers--or think you should.


The truth is you can't, and you don't!


Being vulnerable when you're not sure which path to take creates empathy within your team and your advisors, and allows them to come alongside you, freeing you from having to be the know-it-all. 

You are no longer alone.

Refined by Failure is Made for Growth

You might feel like your failures make you weak, but failure exists to help us grow. Failure helps you learn what you DON'T want.

This is exactly why Refined by Failure exists. Join us and let these real experiences create vulnerability and truth. Meet other leaders on the same journey. Find answers to your questions. Know that you are never alone.


Failure is an event, not who you are. If you allow the failure to define you, you are taking ownership of it, rather than taking on the responsibility of learning from it.


That's the difference between being defined, or refined.


Will you become refined by taking responsibility for your failure and learning from it? Or will you take ownership of your failure and allow it to define you, using it as an excuse to avoid growth?

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Refining Through Failure, the companion guide to Refined by Failure, takes the concepts introduced in the first book and gives you action steps to help you learn from your mistakes, gain clarity, and become vulnerable.

That's the key to progression... vulnerability. Without being open and vulnerable with someone--a mental coach, a business coach, a mentor--you can't learn and grow as a person. Our teacher cannot be ourselves, we have to have a guide.

Wherever you are now, no matter what kind of failures you’ve had, shut out all the noise, negativity, fear, distractions, and lies. Make a confident decision on your new journey and let RBF walk with you.


“At the end of the day, Lloyd forces you to dig deeper than you ever wanted to dig, and gets you to think about things in a new way just by continuing to ask questions. Anyone who really wants to see their business in a new way would benefit from something like this.”

Mark Gilbraith | Managing Partner | Caprock Building Systems

 “This is how coaching should be, an ongoing partnership that provides accountability, encouragement, growth—a few meetings and some pointers aren’t going to fix all your problems. The key is continuous improvement."

David Salas | Managing Partner | Altura Engineering & Design

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