Strengths-Based Leadership: How Ryan Crittenden Helps Veterans Lead with Purpose
For many veterans, transitioning out of the military is more than a change in career—it's a journey of rediscovery. One such journey is that of Ryan Crittenden, a former Army service member who has transformed his passion for leadership into a thriving business centered on strengths-based leadership. Through his company, XL Coaching & Development, Ryan empowers individuals and teams to lead authentically, focus on what’s right about themselves, and align their lives with their natural talents.
In this episode of the VET S.O.S. Veteran Entrepreneur Spotlight, Ryan shares his powerful story of personal transformation, his coaching philosophy, and the role of strengths-based leadership in helping veterans and professionals thrive in civilian life.
Military Transition and a New Mission
Ryan CrittendenRyan’s military career began with the 4th Infantry Division, 1st Brigade, from 2010 to 2014. While the experience had its high points, a service-ending injury cut his time in uniform short. Like many veterans, Ryan left the military with more questions than answers—but also with a deep drive to make a lasting impact beyond the battlefield.
What stood out most to him during his time in service was the complexity and importance of leadership. However, in traditional military environments, leadership development often centered around correcting deficiencies. That approach left Ryan searching for something more human-centered, more empowering—something strengths-based.
This is when the concept of strengths-based leadership entered Ryan’s life and forever shifted his trajectory.
Discovering the Power of Strengths-Based Leadership
After leaving the military, Ryan explored various job roles, but nothing quite fit. Like many veterans, he experienced a period of job-hopping in the search for a sense of meaning. Everything changed when he discovered the CliftonStrengths framework—a revolutionary tool that focuses on identifying and building upon what individuals do best.
This shift toward strengths-based leadership opened Ryan’s eyes to a new approach to personal and professional growth. Instead of focusing on flaws or weaknesses, he learned how to identify innate talents, leverage them for leadership success, and help others do the same.
Ryan went on to become a Certified Strengths Coach, earning additional credentials in Working Genius and joining the John Maxwell Team. These tools helped him combine psychology, leadership theory, and personal development into a powerful model for coaching.
The Birth of XL Coaching & Development
Ryan founded XL Coaching & Development to bring strengths-based leadership to individuals and teams across the country. His company name isn’t just a catchy acronym—it’s a tribute to his sons, Xander and Lucas, a reminder of his "why" behind everything he does.
At XL Coaching, Ryan offers:
One-on-One Leadership Coaching: Helping clients identify their strengths and use them to lead more effectively, authentically, and confidently.
Team Strengths Development: Guiding organizations to foster stronger collaboration and productivity by aligning teams around their natural talents.
Leadership Fable Book (Coming May 2025): Ryan’s upcoming book, Becoming the Compass, teaches emerging leaders about self-awareness, growth, and purpose through storytelling.
The foundation of all these offerings? Strengths-based leadership.
Strengths-Based Leadership in Action
What makes strengths-based leadership so powerful is its shift in focus. Rather than starting from what's broken or needs fixing, this approach begins with the question: What’s right about you?
Ryan explains that during his military service, leadership often meant identifying problems. Evaluations focused on what soldiers were doing wrong and how they could fix it. But strengths-based leadership flips that script.
Instead of only pointing out areas for improvement, Ryan encourages clients to explore their unique strengths and build strategies around them. This doesn’t mean ignoring weaknesses, but rather developing a leadership identity rooted in personal excellence.
Through this model, Ryan helps leaders:
Increase engagement within their teams
Improve productivity and outcomes
Foster stronger workplace retention
Cultivate authentic, resilient leadership styles
Strengths-based leadership, Ryan says, is not just a theory—it’s a tool for transformation.
The Entrepreneurial Journey: Rewards and Realities
Ryan’s entry into entrepreneurship came somewhat unexpectedly. After becoming a partner in a coaching firm, he discovered that the entrepreneurial lifestyle provided the flexibility and fulfillment he had been searching for. He was no longer tied to a 9-to-5 desk job. Instead, he had the freedom to create, lead, and spend quality time with his family.
Of course, entrepreneurship comes with its challenges. Financial instability and isolation are real concerns, but strengths-based leadership has helped Ryan build a sustainable model rooted in purpose and connection.
He continues to invest in himself through mastermind groups, personal coaches, and professional networks. By nurturing his own growth, he ensures he can guide others effectively.
Tools and Resources That Fueled His Growth
Ryan attributes much of his success to communities and resources that align with the strengths-based leadership model. These include:
CliftonStrengths Certification: The backbone of his coaching methodology.
Working Genius: A practical tool for understanding how individuals contribute to innovation and execution.
John Maxwell Mentor Program: A resource that helped Ryan clarify his leadership voice and scale his business.
In addition, Ryan stays connected with peer coaches and collaborative groups to stay sharp and inspired.
Becoming the Compass: Leadership Lessons in Story Form
On May 30, 2025, Ryan will release his first book, Becoming the Compass: A Leadership Fable for Emerging Leaders. The book brings his coaching philosophy to life through fictionalized scenarios inspired by real events.
The book aims to help new and aspiring leaders understand the value of self-awareness, mentorship, and leadership in shaping their careers and their lives. It’s not just a leadership manual—it’s a reflection of Ryan’s personal journey, thoughtfully crafted for anyone seeking to lead with purpose.
Final Thoughts: Redefining Leadership After Service
Ryan Crittenden’s story is a powerful reminder that the end of a military career doesn’t have to mean the end of service. Through strengths-based leadership, he continues to make a difference—this time by empowering others to unlock their full potential.
Veterans often emerge from service with discipline, resilience, and a desire to contribute. But without the right framework, that energy can become misdirected. This leadership theory provides a blueprint for aligning identity with action, helping individuals lead authentically and impactfully.
As Ryan puts it, when leaders understand what’s right about themselves, they’re better equipped to inspire greatness in others.
