NASHVILLE, Tenn. – [10 June 2025] – In a business landscape riddled with complexity, burnout, and inefficiency, executive Greg Born, a former U.S. Air Force pilot and corporate leader with experience at Amazon, Oracle, and GE, and entrepreneurial startups announces the launch of his groundbreaking book, Built to Soar: Stop Flying Blind. Engineer Your Business for Unstoppable Business Growth. The book offers a radical, no-nonsense blueprint for leaders tired of wrestling with chaos and ready to engineer a business that performs with the precision of a high-stakes aircraft.

Most businesses, Born argues, are not intentionally designed for high performance. Instead, they become “accidental designs”—a messy collection of outdated processes, disjointed teams, and foggy strategies held together by heroic effort and duct tape. The result is a state of constant, low-grade chaos, where teams are busy but not productive, and potential is squandered fighting internal friction instead of competitors. Built to Soar provides a practical, battle-tested framework for leaders to stop admiring the problem and start fundamentally re-engineering their operations for clarity, resilience, and speed.

Drawing from decades of experience in the cockpit of the C-5 Galaxy—one of the largest aircraft in the world—and in C-suite and senior roles orchestrating turnarounds and driving growth, Born translates the non-negotiable principles of aviation into an actionable system for business. The “Built to Soar” method is structured around four integrated components:

-- Mission: Defining a crystal-clear, actionable flight plan that ends corporate "fuzzy-speak."
-- Airframe: Engineering a resilient operational structure of processes and systems that eliminates drag.
-- Crew: Forging a high-performance culture with non-negotiable behaviors and getting the right people in the right seats.
-- Flight Controls: Installing the vital few real-time metrics (KPIs) that allow leaders to navigate by instruments, not just gut feel.

“In aviation, complacency kills. Ambiguity kills. ‘Flying by the seat of your pants’ is a spectacular way to end up as a smoking crater,” says Born. “I spent years in boardrooms seeing the exact same level of hazardous, undisciplined thinking that would never be tolerated in a cockpit. Businesses aren’t failing because of their competitors; they’re failing because of their own internal drag. I wrote Built to Soar to be the flight manual I wish someone had handed me twenty years ago—a direct, no-BS guide to stop guessing and start engineering a business that consistently performs under pressure.”

The book is filled with practical tools, checklists, and real-world case studies from Born’s career including in both smaller startups and larger enterprises.

Built to Soar: Stop Flying Blind is for the leader, manager, or entrepreneur who knows their organization is capable of more but feels stuck in a cycle of reactive firefighting. It provides a clear path to replace chaos with clarity, inefficiency with velocity, and frustration with the focused confidence that comes from piloting a machine that is truly built to soar.

Built to Soar: Stop Flying Blind. Engineer Your Business for Unstoppable Business Growth (ISBN: 979-8281923194) is available now on Amazon in paperback and Kindle editions.

For more information, please visit GregoryBorn.com 

About the Author:
Greg Born is an experienced executive and board member with a distinguished career in military and corporate leadership. A graduate of the U.S. Air Force Academy and a former Air Force C-5 Galaxy pilot, Greg has held C-suite and senior leadership roles at world-class organizations including Amazon, Oracle, GE, and Change Healthcare. Specializing in turnarounds, M&A, and operational excellence, he has a proven track record of driving transformative growth. He most recently served as CEO of Osso VR and President of MDsave. Greg resides in Tennessee and is passionately committed to helping leaders engineer resilient, high-growth businesses.