The story begins with Frank Granara, Founder & CEO of General Insulation Company.

He wanted profound and lasting change in his Leadership Team.


Box, What Box?

General Insulation is a major North American distributer and fabricator of commercial & industrial insulation products, firestop, HVAC products and all accessories and products that go along with these divisions. GIC’s commitment to developing people has created an impressive learning organization and gives the company a powerful competitive edge. As a result of this most recent powerful two-year learning journey, GIC’s executive team continues to produce impressive results as they apply the lessons learned in thinking and acting more strategically. As for Frank, he’s off to the next outrageous learning adventure with a new group of General Insulation leaders.

He sought out and chose unprecedented tactics to shake up his leaders. He wanted them to step up their game, to think Big and Be Bold.

Each experience was carefully documented and evolved into this book.


Are your leaders ready to be pushed beyond their comfort zone?

Read about the tactics that ignited individual performance chronicled in six learning
sessions. Frank Granara, the founder of General Insulation Company, pursued outrageous tactics to achieve long lasting change in the thinking and performance of his leadership team.




Frank sought the help of Lorraine Grubbs and Rita Bailey, who were both former Executives at Southwest Airlines and experienced consultants to Global organizations worldwide. Understanding Frank’s vision, they designed and developed short, powerful transformational sessions that exceeded all expectations.


Push Your Limits!

A former Southwest Airlines executive who consults with senior leaders on how to build loyal teams for maximum performance, Lorraine is the author of Lesson in Loyalty – How Southwest Airlines Does It – An Insider’s View.

After leaving Southwest, she applied the principles of loyalty and engagement in various industries worldwide. Her own outrageous journey includes living on her boat Loyalty for the past 21 years. So, when Frank called, his unique path to success resonated with her creative approach to learning and development… and a new training partnership was forged.


Be Bold!

Rita is the strategic and creative advisor for the BECZ process. Her passion is developing immersive programs that challenge leaders to be bolder and to think bigger.

During her 25 year career with Southwest Airlines she served in several leadership positions, including Sales, Marketing, HR and head of SWA Corporate University. She has traveled to more than 38 countries delivering keynotes, workshops, and executive retreats for organizations wanting to develop people-centric cultures. As founder of Up to Something, LLC , she connects individuals and organizations to the resources they need to grow their business.

Our Expert Partners include organizations like:

“I think it was Colin Powell who said, “If it isn’t broke, don’t fix it, is the slogan of the complacent, the arrogant and the scared. It’s an excuse for inaction, a call to non-arms.” “Beyond the Executive Comfort Zone: Outrageous Tactics to Ignite Individual Performance”…in my opinion, deals exactly with the issues he was talking about. Frank Granara, in his own inimitable style, hits the lethargy in inertia-riddled American business right between the eyes.”

Mark Andrews, CEO, Knauf Insulation North America

Warning: not for the faint of heart! “Beyond the Executive Comfort Zone: Outrageous Tactics to Ignite Individual Performance” is a unique approach to building a high performance management team. Lorraine and Frank’s unorthodox tactics inspired a level of trust, communication and self evaluation amongst the GIC leadership team that most companies will never reach. If you are looking for a way to really shake up your management team, this is a must read!

– Peter Hunt, Senior Vice President and Chief Financial Officer, Virgin America

“An OUTRAGEOUS leadership learning pathway! This book crystalizes the steps necessary to view your business on a macro level in order to “paint the picture” for the future. All too often we find our time as executives is taken up with the immediate needs of day-to-day business and we begin to believe that’s all it takes to succeed and grow. Frank Granara and Lorraine Grubbs catapult us into challenging ourselves and our teams to confront complacency, own up to weaknesses and strengthen our leadership performance. While we can’t all enjoy the destinations GIC took their executive team to, we can duplicate the model they used to achieve our strategic goals!”

– Kathleen Gilmartin, President & CEO, Caring Brands International