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Leaders on Leadership: Sam Coles

Sam Coles, Chief Marketing Officer on stage at Toyota Week
Posted: October 21, 2026
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As part of a series on leadership, we asked Toyota Material Handling executives for advice for aspiring leaders. 

Question and Answer with TMHNA Chief Sales & Marketing Officer Sam Coles

What advice would you give to a younger version of yourself just starting out in your career?

“Dreams don’t work unless you do.” It doesn’t matter if you have graduated from the most prestigious university or have all the ambition in the world if you don’t apply yourself and work hard. You’ll be successful if you have confidence in yourself and your abilities. Don’t compare yourself to others but instead compete against yourself. Make sure you’re striving to be better each day. And finally, be patient.

What leadership principle has shaped your success the most?

You can often unlock people's hidden talent when you recognize their strengths, develop them, and push them to stretch themselves. Give people clear guidance, listen when challenges arise, and step in to support them when they need it. That's how you help people reach potential they may not have realized they had.

What habits have had the greatest impact on your success?

Each day, I reflect on how the day went. Reflecting helps one to see both the good and the bad—and helps me to be more effective. Remember to manage yourself, motivate yourself, and don’t expect your leader to do it for you, although it’s always better when they do.

What separates good leaders from great ones?

Great leaders are all about the people; they cultivate strong relationships with them and are entirely invested in them. Before making a major decision, they consider how it will affect their people.

What leadership mistake do you see repeated most often, and how would you prevent it?

One of the biggest leadership mistakes is recognizing a problem but waiting too long to address it. Difficult conversations are rarely easy, but the sooner you confront an issue, the sooner you can begin resolving it. Delaying action can cause your team to question your judgment and, ultimately, lose trust in you.

What mindset helps leaders stay effective during uncertainty or disruption?

During difficult times, it's important not to let it consume you. Process what happened, learn from it, and move on. It’s like riding a bike. You stay focused on the road directly ahead. If you're only looking at the massive hill in front of you, you'll lose sight of what you need to do right now.

What is a quote on leadership that resonates with you and why?

“Nothing in the world can take the place of persistence. Talent will not; nothing is more common than unsuccessful individuals with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent.” – Calvin Coolidge 

 

This quote reminds me that persistence matters more than talent alone. Success comes from showing up every day and continuing to improve, even when things are difficult.

 

At the same time, I've always believed it's important to keep one hand free for your job and the other for yourself. Taking care of both your work and your well-being makes you a complete and more effective leader.

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