WOMEN OF NAMM I BY CRYSTAL MORRIS What Makes a Great Leader
I’ ve come to realize that at the heart of every great leader is one simple truth: None of us gets there alone. Every milestone in my career has been made possible by the people around me, the teams who show up every day, bring fresh ideas, and give their best to a shared vision. When I think about my journey, what I feel most is gratitude toward them. In the music products industry, we celebrate the art that our customers create. But behind every performance is a different
the genuine acknowledgment of effort mean the most. When people feel seen and valued, loy- alty and motivation flourish. I’ve been fortunate to have mentors who invested in me, and I carry that responsibility forward. It’s why helping to de- velop Women of NAMM, and programs like the WoN Summit and Deep Dives, has been so meaningful to me. Being a part of developing future leaders isn’t just about moving companies forward — it’s about leaving behind a legacy of strength in the next generation who are em- powered to carry our industry into the future. Culture, too, is never a slogan on a wall. It’s lived in the daily actions of each of us. The right people create the right culture, and culture creates the kind of workplace where people want to stay. I believe strongly in modeling respect and inclu- sivity. When leaders do this, they give others permission to do the same, and that ripple ef- fect builds environments where creativity thrives, ideas are shared, and excellence natu- rally follows. As I reflect on my career, I don’t just see the products we created or the milestones we achieved. I see the people — my father who gave me mentorship and trust, the team members who put their faith in me, and the colleagues who believed in our vision. They’re the reason I’ve been able to lead, and for them, I’m deeply grateful. MI
kind of team: the people designing, building, and supporting the instruments and equipment that make it possible. That work is never about one person working harder, it’s about many people working together, aligned in purpose, creating excellence together. That’s why I believe one of the most important responsibilities of a leader is not just setting direc- tion, but curating, nurturing and empowering the team that carries it forward. The thought and energy we put into building people determines whether an organization thrives or merely survives. FACTORS TO CONSIDER Hiring, for me, is not just about filling a role. It’s about laying the foundation for our culture. No decision has a bigger impact on the long-term
health of the company than the people we bring in. I look for talent, yes, but also for values. In interviews I want to know: Do they collaborate? Do they adapt? Do they bring integrity, curiosity and passion for our industry? Will they add to the fabric of our work family? Skills can be taught, but character and cultural fit are what sustain a team over time. Once someone joins, the real work begins. Onboarding is too often under- estimated, but I see it as one of the most powerful moments of leadership. It’s where new team members learn not only the me-
“I believe one of the most important responsibilities of a leader is not just setting direction, but curating, nurturing and empowering the team that carries it forward.”
chanics of their role, but what it means to be part of our com- pany. I’ve found the more we are intentional — giving people the tools, context, and mentorship they need from day one — it pays dividends. Supported people don’t just complete tasks; they take ownership, innovate and bring out the best in others. Gratitude also plays a powerful role in how teams grow. Rec- ognition doesn’t have to wait for milestones. In fact, the everyday thank-yous, the small celebrations, remembering birthday and
Crystal Morris is the CEO and co-founder of Gator, co-founder of Women of NAMM and past NAMM board member.
28 I MUSIC INC. I DECEMBER 2025
Powered by FlippingBook