George Burt Of Shopgoodwill.com: 5 Things You Need To Create A Highly Successful Career As A COO
An Interview With Rachel Kline
Ability to share your vision: A clear vision allows everyone to align their efforts towards a common goal, but you have to be able to bring others along for that ride. Before you can get the buy-in, you have to be credible and earn trust.
As a part of this series, we had the pleasure of interviewing George Burt.
George Burt, COO of ShopGoodwill.com
With over 20 years of leadership experience in retail operations, George grew his career the last seven years leading e-commerce and omnichannel initiatives for well-known retail brands.
As a leader committed to innovation and operational efficiencies, George has developed specialties in digital marketing, business intelligence, technology implementations, CRM implementation, project management and training and development. George has a deep understanding of the technology and digital marketing strategies we need to continue elevating the http://ShopGoodwill.com business, along with a leadership style that seeks to collaborate with and engage our seller stakeholders.
Even more exciting is George’s personal connection to our mission as a father of an adult daughter with special needs. George has expressed how thrilled he is to join an organization where he can use his expertise to grow our business and mission for the benefit of people like his daughter.
George, a native of Southern California, also spent 10 years in the Greater NY area and now lives with his family in Nashville, TN. He will join the rest of the http://ShopGoodwill.com team as a fully remote team member.
Thank you so much for doing this with us! Before we dive in, our readers would love to “get to know you” a bit better. Can you share your personal backstory with us?
I cut my teeth in retail back in the mid-90s as a stocker (terrible name, I know) at Staples. My career has been quite the whirlwind since. I became a General Manager by the time I was 21, then ventured into Toys R Us as a Store Multi-unit Manager. I handled various special projects, from major remodels to back-of-house transformations, and eventually helped create and pilot omnichannel strategies like Ship-From-Store (SFS) and Buy-Online-Pickup-In-Store (BOPIS).
My move from big-box retail to high-ticket commission sales with furniture at Bob’s Discount Furniture was a big shift for me; managing commissioned sales teams is a whole other ball of wax. I was given a promotional opportunity to relocate from the field to my first corporate role. This move exposed me to technology in retail in a more tactical and strategic manner, leading me to spearhead initiatives such as a complete customer experience order process overhaul using mobile point-of-sale technology, implementing a workforce development system and task management solution for the entire enterprise, and introducing a store of the future concept.
I then ventured into the full e-commerce startup scene with Layla Sleep, where I successfully operationalized and optimized the business, before joining Jerome’s Furniture, where I took charge of their entire e-commerce and digital marketing business.
Since August 2023, I’ve been with ShopGoodwill.com, and it truly feels like home. Goodwill’s mission is particularly meaningful to me as a father of a child with special needs. Witnessing how Goodwill positively impacts families like mine is an indescribable experience that resonates deeply with me, and I want everyone to know that ShopGoodwill.com purchases directly fund workforce development programs across local communities.
What do you think was a pivotal moment that led you on your path to becoming a COO?
The last decade of my career has been pivotal in accelerating my growth and experience. Working in fast-paced environments with limited resources has forced me to be hands-on and learn quickly. In the world of e-commerce, which is still relatively young, much of what we do is in real-time, meaning there’s no established playbook — just anecdotes and comparisons that often feel like comparing apples to oranges. This dynamic environment has shaped my approach and prepared me for the challenges of a COO role.
Can you share the most interesting story that happened to you since you began leading your company?
There’s a saying that I heard on my first day that is 100% accurate. “If you’ve seen one Goodwill, you’ve seen one Goodwill,” highlighting the diversity and individuality of each agency, which is really different from my prior life in the for-profit world. I like to think of my role, and the role of ShopGoodwill.com is that of a servant leader to our seller partners, the 125+ Goodwill agencies that list donated goods on the platform. It’s remarkable to see the sheer amount of goods each agency moves through and how they each run their respective businesses. This experience has been unlike anything else I’ve encountered in my career.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful for who helped get you to where you are? Can you share a story about that?
Throughout my career, I’ve been incredibly fortunate to have been in the right place at the right time. This isn’t to discount the hard work and personal sacrifices that I’ve put into my journey, but I’m very much aware of the individuals who have played pivotal roles in getting me to where I am today.
Two people stand out as instrumental in my professional growth:
George Metcalf: I had the privilege of working under George’s leadership as my Regional Vice President at both Staples and Toys R Us. His influence on my career was profound. George instilled in me the importance of surrounding oneself with exceptional people and maintaining high standards. He often said, “The standard is that standard,” emphasizing the importance of never settling for anything less than excellence and always striving for success without making excuses.
Scott Perry: I crossed paths with Scott during my time at Bob’s, where I had the opportunity to collaborate with him on various projects, and we became fast friends. Scott is a true pioneer and visionary in the realm of technology, particularly digital marketing. When he extended an invitation to join him at Jerome’s, I didn’t hesitate. Working alongside Scott was an invaluable learning experience that significantly accelerated my professional development. His insights and expertise have had a lasting impact on my approach to leadership and technology.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
I chuckled when I read this question because I instantly thought about my interview process when I was joining the ShopGoodwill.com team. I closed my presentation and business plan with a quote from Peter Decker: “Strategy is a commodity, execution is an art.” This quote resonates with me deeply, emphasizing the importance of implementation and execution in achieving success.
Throughout my career, I’ve witnessed numerous instances where leaders had brilliant ideas, detailed plans, and compelling strategies, but they fell flat when it came to execution. This quote serves as a reminder that while strategy and planning are essential, they are only as effective as the execution behind them. It’s not enough to have a grand vision; one must also possess the ability to translate that vision into tangible results through effective execution.
Can you share with us three strengths, skills, or characteristics that helped you to reach this place in your career? How can others actively build these areas within themselves?
I believe my hands-on leadership style, ability to give everyone a voice, and commitment to being a good listener have been crucial to my success. Others can cultivate these qualities by staying engaged, being open-minded, and continuously learning. It’s so easy just to put your head down and plow forward, but in doing so, you miss many important things along the way. Don’t be afraid to challenge the status quo in a respectful and curious way.
Which skills are you still trying to grow now?
Currently, I am focused on further developing my skills in digital marketing. Despite my extensive experience in other areas, I entered this aspect of the business relatively late. I am enrolled as both a student and advisor in the Executive Education Digital Marketing Program at the University of Tennessee, Knoxville (go Vols!). This program provides me with a solid foundational understanding that I can seamlessly integrate with my real-world experience, enhancing my ability to navigate the complexities of digital marketing effectively. This is another example of my earlier points about being curious and never stopping learning.
Having reached this space, what do you believe are the five things you need to be a highly successful COO?
- Ability to share your vision: A clear vision allows everyone to align their efforts towards a common goal, but you have to be able to bring others along for that ride. Before you can get the buy-in, you have to be credible and earn trust.
- Big imagination: Thinking outside the box can lead to innovative solutions and strategies that make working fun and exciting. Be authentic, and don’t be afraid to have a crazy idea; who knows, something might just stick!
- Be planful and organized: A structured approach ensures that goals are met efficiently. There’s no bigger turn-off for me than to see someone who’s unorganized. I once heard Mark Cuban say something to the effect that he doesn’t make his bed because he did the math, and it’s hours over a lifetime of unproductive time. While I get that point and respect where he’s coming from, I say there’s nothing better than starting your day with your house in order. Taking a minute to do something as trivial as this task sets the mood for me.
- Keep your commitments: Prioritizing and managing time effectively is crucial for success, and this is really easier said than done. Like so many others, I find myself “over-meetinged” (if that’s a word). I’ve fallen victim to scheduling a meeting to talk about scheduling a meeting with more people and wasting other people’s time. I’ve found it important to set limits in a day for meetings, calendarize as much as possible, and take one day a week just to get stuff done. I’ll tell everyone if it’s on my calendar, then I’m committed.
- Execution matters: Ideas are only as good as their execution; flawless execution can turn a vision into reality, and I think I’ve covered this point at nausea above.
Are there any underrated skills or qualities that you encourage others not to overlook?
I think the ability to simplify complex matters and not overthink or overcomplicate things is often underrated. In today’s fast-paced world, simplicity and clarity can really save time and ultimately lead to a better outcome. The other thing I’ve said earlier is that I think it’s important to be a good listener and allow your team to share their viewpoints. Trying to accomplish any task in a vacuum is a sure way to decrease buy-in from the onset.
What are some of the main issues that other COOs commonly struggle with? What can be done to address those challenges?
Some leaders, not just COOs, struggle with balancing long-term strategic planning with day-to-day operational demands and are unable to truly understand what a team can deliver in a timely manner. Developing a strong leadership team and delegating effectively can help alleviate this challenge, but you have to have open lines of communication and have relationships with your team that allow them to speak to you in an open and honest way.
What do you believe is the most effective way to stand out and make an impact as a COO?
I believe in the adage of not being the smartest person in the room. Being vulnerable, open to learning, and constantly evolving is key to making a lasting impact, and when you can showcase examples of those traits, I think it resonates with others. It’s also important to stay connected with others outside your organization and network. Attending conferences and seminars and asking for opinions is a great way to make a larger impact, particularly on global issues.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
I would love to inspire a movement focused on continuous learning and adaptation, where individuals and organizations embrace change as an opportunity for growth. I love hearing about and seeing organizations that invest in people in innovative ways. Sometimes, it’s as simple as just giving people the freedom to do their job when it’s convenient for them. To elaborate on this, I think the one good thing that came from the COVID pandemic is the fact that we all learned how to become productive at home and embrace this hybrid approach of work-life balance. Ultimately, we just put trust in our team members to do the right thing, and for the most part, they delivered on that.
Is there a person in the world or in the US with whom you would love to have a private breakfast or lunch, and why? He or she might just see this if we tag them.
It would be an honor to share a coffee (or perhaps even two) with George Kessinger, the original visionary behind Goodwill’s jump into e-commerce in the late 90s. His vision in establishing this digital platform was remarkably ahead of its time, laying the foundation for a legacy that continues to play a pivotal role in the Goodwill movement. His contributions not only pioneered a new way of thinking but also created lasting value that resonates deeply within the organization.
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
