The person behind The Fourth Turning Leader

Christopher Myers

Author. CEO. Professor.
Leadership & entrepreneurship.

I lead B:Side Capital and B:Side Fund, chair Main & Machine, and teach leadership and entrepreneurship at Arizona State University. My work asks what leaders can hold when institutions lose trust and the old answers fail.

Why I built this Get in touch

Why this exists

A code for the
responsibility you carry.

Twenty years of operating decisions shaped this practice: the frozen market, the standard someone asks you to bend, the call that cannot wait for consensus.

Leading lenders, building companies, and teaching future founders bring different demands. They ask the same question: what will guide your judgment when the usual answers no longer settle the decision?

I built The Fourth Turning Leader to help people make those commitments explicit, examine them under pressure, and prepare others to carry the work forward.

Read the argument in Honor Under Pressure

The work behind the writing

Operating. Building.
Teaching.

Current responsibilities and the experience behind the framework.

Today

CEO, B:Side Capital & B:Side Fund

Mission-driven SBA lenders operating across the American West. Named the SBA's top 504 lender in Colorado and New Mexico for 2025, $6.5B+ deployed across 5,500+ businesses, leading in the crisis era, in real time.

Read Chris’s letter as CEO of B:Side Capital

Today

Founder & Chairman, Main & Machine

An AI development agency for small business: putting the technology forcing this era's hardest identity decisions to work for Main Street, not against it.

Visit Main & Machine

Professor

ASU · W. P. Carey

Teaches leadership and entrepreneurship at Arizona State University's W. P. Carey School of Business.

ASU professor profile and courses

Previously

BodeTree · Yellow Express USA

Founded and operated companies from the ground up: building products, raising capital, and making the day-to-day calls that decide whether a company survives.

Chris also writes at chris-myers.com and publishes The B:Side Way.

Explore the books and printed Field Guide

Honor Under Pressure

The Fourth Turning Leader

View on Amazon

Honor Under Pressure: Field Guide

Six diagnostic tools

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The B:Side Way

Leadership for modern times

View on Amazon

Enlightened Entrepreneurship

Start & scale without burning out

View on Amazon

The Enlightened Franchisee

Straight talk on franchising

View on Amazon

Selected appearances, press, and media

Chris’s work and commentary on leadership and decision-making have appeared across national press. Request the media kit for headshots, book assets, and interview information.