Leadership can be deeply rewarding, but it can also be incredibly lonely.
Entrepreneurs and organizational leaders regularly carry decisions that affect their employees, customers, families, and futures. Even when they are surrounded by talented people, they may have no safe place to speak honestly about the pressure they are experiencing.
Greg Frost understands that weight.
As the co-founder of The Well Exchange, Greg helps faith-driven entrepreneurs and marketplace leaders find clarity, conviction, and trusted counsel. His work is grounded in a simple but important belief: faith and business leadership were never meant to be separated.
In this episode of the 2000 Cubit Rule, Greg joins Mark Rowan to discuss hearing God in business, developing healthy leaders, building relational authority, and preparing for what God may do next.
From Athletics to Marketplace Leadership
Greg grew up in a Christian home and was discipled by his father to hear God from a young age. He was also a highly competitive athlete, participating in several sports before pursuing football in college.
After moving away from home, Greg experienced the isolation that can come with entering a new season without an established support system. During that time, he started an Athletes in Action Bible study that grew into one of the organization’s largest student-led chapters in Canada.
That experience eventually led him into campus ministry, where he worked with college, professional, and Olympic athletes.
Working with high performers taught Greg valuable lessons about pressure, identity, discipline, and leadership. It also gave him a natural connection with the entrepreneurs and executives he would later serve through The Well Exchange.
A Shared Calling With Angela
Greg’s wife, Angela, followed a very different path.
She was a competitive swimmer who reached Olympic qualifying levels and trained at the United States Air Force Academy. After a shoulder injury ended that chapter, she moved into event planning and education.
Her life changed dramatically when she was diagnosed with stage-three ovarian cancer and given a devastating prognosis. During that season, one of her students shared the Gospel with her. Angela gave her life to Jesus and experienced a radical transformation.
Greg shares that she was later supernaturally healed and went on to build a family with him, despite previously being told she would not be able to have children.
Their different experiences eventually came together in a shared calling. After years in ministry, Greg and Angela began building what would become The Well Exchange.
Bringing Prayer Into Business
The Well Exchange originally began as an intercession company. Businesses hired Greg, Angela, and their team to pray on their behalf and discern what God was doing within their organizations.
Over time, they noticed that some of the same issues continued to surface. Prayer was revealing the problems, but the leaders themselves needed help addressing what was happening beneath the surface.
That realization led Greg and Angela to expand their work into coaching and executive advisory.
Their approach recognizes that business challenges can have both internal and external dimensions.
Internally, leaders may be dealing with fear, unhealthy beliefs, unresolved pain, identity issues, or relational patterns. Externally, the organization may be facing governance concerns, cultural problems, team conflict, strategic uncertainty, or spiritual opposition.
The condition of a business often reflects what is happening in the heart of its leader. Addressing the external problem without examining the internal one may produce only temporary change.
The Leadership Area Business Owners Neglect
Greg identifies five foundational areas involved in growing a business:
- Sales and marketing
- Finance and accounting
- Systems and operations
- Team development
- Leadership development
Most business owners devote considerable attention to the first four. They work on generating revenue, managing money, creating systems, and developing employees.
The fifth area is frequently neglected.
The leader invests in everyone and everything except themselves.
This becomes increasingly dangerous as the organization grows. Leaders may be unable to speak openly with employees, board members, investors, or even their spouses. They continue carrying the pressure alone, with no trusted person to help them process what they are facing.
This is where wise counsel becomes invaluable.
A trusted adviser does not need to possess every answer. The adviser needs a dependable process for asking meaningful questions, exposing blind spots, listening to God, and helping the leader move forward with conviction.
Hearing God in Business Decisions
For Greg, hearing God is not an optional addition to Christian leadership. It is central to the process.
Christian business owners may pray about their families, churches, health, and personal concerns while continuing to make business decisions primarily through human reasoning. Greg encourages leaders to intentionally invite God into their strategy, innovation, relationships, and next steps.
This can include setting aside time for what he describes as a business meeting with Jesus.
Instead of approaching God with a decision that has already been made, the leader creates room to listen. The objective is not simply to ask God to bless an existing plan. It is to discover what He is doing and how the business can participate.
God is not limited to addressing traditionally “spiritual” subjects. He can provide wisdom about hiring, delegation, partnerships, products, culture, timing, and organizational direction.
The leader’s responsibility is to create room to hear and then respond obediently.
Authority Built Through Relationships
Greg also challenges leadership models that depend too heavily on titles and organizational hierarchy.
Structure is necessary. Scripture contains clear examples of delegated leadership, responsibility, and authority. But a title alone cannot produce trust.
Healthy authority grows through relationship.
Leaders who constantly depend on their position to secure compliance may be revealing a deeper cultural or relational problem. Their teams may not trust them, understand the vision, or feel genuinely valued.
Greg points to the relationship among the Father, Son, and Holy Spirit as an example of love, honor, and mutual deference. Each has a distinct role, yet their relationship is not driven by insecurity or the need to dominate.
Kingdom leadership should reflect that same character. The leader may carry the primary responsibility, but every member of the team should be treated with honor and recognized for the value they contribute.
You Cannot Lead Well in Isolation
The person who is often most difficult to lead is yourself.
Business owners can easily recognize weaknesses in a team member, process, or marketing strategy while remaining unaware of the patterns influencing their own behavior. This is why Greg places such a high value on mentorship, trusted friendships, and what he calls “belly-to-belly discipleship.”
A podcast, sermon, book, or conference can provide valuable teaching. However, information alone cannot replace a relationship with someone who knows you, sees your patterns, asks difficult questions, and reminds you of who God is and who you are in Him.
Greg’s most influential mentors did not simply tell him what decisions to make. They helped him recognize God’s character and his identity in Christ. From that foundation, he could hear God and make decisions with greater clarity.
Christian leaders need people who can do the same for them.
Preparing for What God Will Do Next
Greg closes the conversation with an encouragement for leaders who feel as if they are in a holding pattern:
“You couldn’t plan for it, but you can prepare for it.”
There are seasons when God’s next move cannot be predicted, manufactured, or reduced to a strategic plan. The opportunity, relationship, breakthrough, or assignment may arrive in a way you never expected.
Although you cannot plan for every move of God, you can prepare your heart.
That preparation happens through prayer, healing, obedience, character development, and time in the secret place. It also involves confronting the internal issues that could prevent you from carrying what God wants to entrust to you.
Preparation is not inactivity. It is allowing God to develop the character, maturity, and spiritual capacity required for the next assignment.
The question is not simply, “What is God going to do?”
A better question may be, “Who is God preparing me to become?”
Make Room for God to Lead Your Next Step
You do not have to carry the weight of leadership alone. Create intentional space to hear God, invite trusted counsel into your decisions, and address what is happening within you as carefully as you address what is happening around you.
You may not know exactly what God is about to do, but you can begin preparing for it today.
Learn more about Greg Frost and The Well Exchange at thewellexchange.com.
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