We often look up to heroes as those who run toward danger when everyone else is running away from it. And in business, Hero leaders do exactly that. They take risks, stand by their people, and lead with unshakable integrity. That’s exactly the kind of leader Michael Brinker is. As CEO of Twinvay Products, Inc., Michael leads a company in the medical equipment and supplies sector, but his leadership goes far beyond industry metrics. He’s driven by a deeply personal commitment to his values…and it shows.
During our C-Suite Success conversation, Michael shared the foundational principles that shape his leadership and business practices. His story isn’t just about building a successful company; it’s about building a team and a culture that thrives on integrity, excellence, and kindness. These are more than buzzwords. For Michael, they’re the North Star that guides every decision.
Leading from Values: Excellence, Kindness, and Self-Respect
Michael’s leadership philosophy starts with three core values: Excellence, Kindness, and Self-Respect. These aren’t just framed on a wall; they’re deeply embedded in every conversation, every hire, every decision made.
Excellence, as Michael defines it, isn’t about being the best in the market. “I don’t ask people to be number one,” he says. “I ask them to be excellent—to strive to be in the top three or five consistently. That leaves room for humanity, for the 5% margin of error, and still reflects high performance.” That mindset creates a culture where people aren’t paralyzed by perfection but inspired to deliver at their best.
Kindness, his second value, might sound simple; but in business, it’s often overlooked. “We don’t need to scream or swear to solve problems,” Michael shares. “Kindness creates a ripple effect, especially on tough days.” And that’s where self-respect comes in. It’s about setting boundaries — internally with team dynamics and externally with customers or vendors who don’t align with the company’s way of doing business.
I found the self-respect piece especially powerful. It’s rare to hear that stated as a formal company value, but it may be the most empowering of all — giving people the confidence to walk away from deals that don’t feel right. And Michael leads by example.
Walking Away from a $4 Million Deal
One of the most striking stories Michael shared was about letting go of a multi-million-dollar contract during the height of the pandemic. Twinvay was supplying PPE internationally, and an introduction to a hospital in South Africa seemed promising, until the intermediary began violating the values Michael holds dear. Screaming, name-calling, and pressure tactics became the norm.
Rather than compromising his team’s experience or his values, Michael walked away. “I sat down with my team on a Monday and told them we weren’t moving forward. It meant less money, yes, but it also meant protecting our integrity.”
And the universe seemed to notice.
Just three days later, another opportunity landed that turned into a stable, long-term contract. “Had we taken that other deal,” Michael says, “we wouldn’t have had the inventory or bandwidth to fulfill the new one.” That’s what value-based leadership does — it aligns you with the right opportunities.
Building Loyalty Through Transparency and Shared Success
Michael doesn’t just set a strong foundation; he invites his team into the house. From sharing strategy transparently to offering a revenue-sharing compensation model, Michael gives his people more than jobs, he gives them ownership.
“I communicate where we’re going in two, five years,” he explains. “That clarity motivates people. And our compensation model? It’s not just salespeople getting bonuses — everyone, even the receptionist, gets a cut of the big deals.” That alignment creates true partnership. “People are calling hospitals in their pajamas at 8 AM,” he laughs. “That’s commitment.”
It’s a leadership model that makes people feel they belong. And that sense of belonging drives results that no motivational speech could ever accomplish alone.
Embracing Diversity Through Flexibility and Empathy
Michael’s background, growing up in Germany, working in the UK, and now leading a diverse team in the U.S., has shaped his ability to adapt and empathize. Whether it’s recognizing cultural differences in time management, structuring meetings to support neurodiverse team members, or understanding how to motivate across a broad range of personalities, Michael leans into what makes each person thrive.
And he’s unapologetic about it. “I don’t get angry when someone’s late; I plan around it. I don’t try to force uniformity. I lead with empathy.” It’s that emotional intelligence that keeps conflict from festering. “Nothing in my company boils longer than 24 hours,” he says. “If something comes up, we talk about it. We grab a beer. We move forward.”
Disruption from the Inside Out
When I asked Michael how he thinks about disruption, he gave an answer that every CEO should hear: “Disruption starts by telling the truth.” He shared a time when the business was struggling and instead of hiding it, he told his team. And they responded with creativity, drive, and game-changing ideas that helped turn things around.
Disruption isn’t always about shiny new tech or industry-shifting innovation. Sometimes, it’s about shifting perspective. Michael empowers his people to be the source of disruption in a positive, purposeful way. That, in turn, builds not just a resilient business, but an agile one.
The True Joy of Leadership
What drives Michael Brinker? It’s more than growth, margins, or even the thrill of building something new. “The biggest joy,” he says, “is not just building the company; it’s building the people.”
And that, to me, is what defines true leadership success.
Michael Brinker is a blueprint for what happens when you lead from values, treat your people like partners, and never compromise who you are for the sake of short-term gain. And we’re proud to feature him in The Leader’s Playbook: CEOs Transforming Vision into Action and on C-Suite Success.
To every leader out there, may we all be bold enough to walk away from the wrong opportunities, kind enough to build safe spaces for growth, and wise enough to bring our teams along for the journey. That’s how real success is built.
Watch the full interview with Michael on C-Suite TV or listen to the podcast on C-Suite Radio.
