The Importance of Integrity, Raising People’s Talent & How to Lead

In this episode of the Business of Learning podcast, Joao Camargo speaks with Jeff Walter, CEO of Latitude Learning, about his entrepreneurial journey and insights into leadership, resilience, and company culture in this candid interview. The discussion begins with Jeff’s philosophy that “if you do the right thing, good things will happen,” emphasizing the non-linear and often unpredictable nature of business success. This principle has guided his career and the evolution of Latitude Learning.

Latitude Learning, a learning management system (LMS) provider, specializes in large-scale partner training operations. Jeff recounts the company’s origins, tracing its roots back to the 1970s. The firm transitioned through various technological revolutions, including the dot-com boom and bust, before spinning off in 2003 under Jeff’s leadership. Initially focused on IT consulting, the company pivoted to LMS software by acquiring a system initially designed for General Motors and Chrysler. This strategic shift, catalyzed by the 2009 recession, positioned Latitude as a software company with a niche in partner training.

Jeff reflects on the turbulence of the Great Recession when both GM and Chrysler—Latitude’s biggest clients—declared bankruptcy. Facing financial strain, he leaned on the company’s core values and a high-performance culture to navigate the crisis. Latitude was declared an essential supplier, which preserved cash flow and helped the company survive. Jeff had to make difficult decisions, including layoffs and temporary pay cuts. Remarkably, he later compensated employees with bonuses to cover lost wages, demonstrating his commitment to fairness and morale.

The conversation then pivots to culture. Jeff champions a meritocracy based on honesty, integrity, and accountability rather than a “buddy culture.” He highlights the importance of aligning job responsibilities with individual strengths—an approach influenced by management books like “First, Break All the Rules” and “Built to Last.” This adaptive style enables Latitude to get the best performance from its team while fostering job satisfaction and loyalty.

Jeff discusses how Latitude scales its culture and maintains quality while growing. Open-book management is one of their practices—employees have access to financials and a clear understanding of company performance. This transparency supports a unified direction and encourages responsible decision-making at all levels.

On the topic of sales and growth, Jeff identifies client acquisition as Latitude’s primary challenge, not because of delivery issues, but due to difficulty in establishing initial trust with prospective clients. Despite a strong track record of project delivery, new clients often choose bigger, more familiar competitors. Jeff emphasizes that consistently delivering what was promised—on time and within budget—is Latitude’s differentiator.

He discusses lessons from the book “The Discipline of Market Leaders,” stressing the importance of excelling in one area (Latitude chose customer service and delivery) while maintaining competence in others. Jeff’s belief in doing the right thing, even at a financial loss, has built a reputation for reliability that drives customer retention.

As for organizational growth, Jeff acknowledges that everything takes longer than expected. He advises leaders to build resilient structures that can withstand economic cycles. His approach to resilience includes continuous improvement, role flexibility, and a mindset that values long-term health over short-term gains.

AI’s impact on the LMS industry is another topic Jeff tackles. He compares AI to past tech revolutions like the steam engine and the internet, predicting it will change the world in unforeseen ways. Latitude is already using AI for customer support and is exploring AI-driven content creation. However, Jeff warns against overhyping the technology, advocating instead for measured adoption based on business value.

Finally, when asked what he’d fix with a magic wand, Jeff cites the desire for more client acquisition opportunities. While Latitude wins its fair share of business, increasing the volume of potential deals remains a priority.

The interview closes with Jeff’s reflections on leadership, the importance of staying true to core values, and leveraging adversity as an opportunity. He shares that many of the philosophies he once viewed as theoretical proved essential during the toughest periods of his career. Jeff’s story is one of resilience, ethical leadership, and strategic adaptation—an inspiring narrative for any business leader.