Dr. Jen Welter changed the game when she became the first female to coach an NFL team. Not only did she successfully help lead the Arizona Cardinals to win the 2015 NFC West division title, but she also earned their respect and trust by forming a strong bond and believing in them.

In this clip from Welter’s keynote at the recent Women in Retail On the Road: Los Angeles event, the GrrridIron Girls founder, speaker and author shares a story from her first NFL game as coach that demonstrates why authenticity is critical to effective leadership.

Women in Retail members can watch Dr. Jen Welter’s full keynote, as well as all sessions from the November 2 On the Road: Los Angeles event, here.