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Herb Mast envisions workplaces where people go to work inspired and return home fulfilled. That vision has guided a career devoted to helping leaders create healthier cultures, stronger teams, and organizations in which people can contribute their natural best.

His work is grounded in a practical conviction: leadership aligns and engages people, philosophy sets an organization’s trajectory, and intentionality creates steady progress toward worthy outcomes. Herb defines intentionality as doing things on purpose, with purpose, and for a purpose. He helps leaders move beyond good intentions by turning what they believe into the decisions, behaviors, conversations, and consistent actions that shape results.

Herb brings the perspective of both an operator and an advisor. A former automotive general manager, and dealership executive, he understands the daily realities of leading people, serving customers, managing competing priorities, and delivering financial performance. As an entrepreneur, he has founded multiple companies and built successful teams. As a leadership and executive coach, he has spent years working alongside dealer principals, general managers, department leaders, and leadership teams to strengthen communication, accountability, alignment, teamwork, culture, and organizational health.

That operating experience gives Herb a direct, candid, and highly practical speaking style. He does not treat leadership as an abstract ideal or a collection of motivational slogans. He breaks complex leadership challenges into clear ideas and actionable choices, using memorable stories, useful frameworks, and questions that invite leaders to examine what they believe, recognize what others need from them, and decide what they will do next. Audiences leave with language they can use, conversations they can begin, and actions they can put into practice immediately.

Although Herb’s experience is rooted in automotive retail, his message reaches any organization seeking better leadership and a healthier culture. Within the automotive industry, he is especially committed to replacing up-selling with up-caring and helping dealerships move beyond the negative reputation the industry has carried. He believes sustainable performance grows when organizations care for people, clarify expectations, build trust, and create an environment where employees and customers are treated with dignity.

Herb is the author of Intentionality for Leaders: Why and How Some People, Teams, and Leaders Achieve More and How You Can Too, a book endorsed by Patrick Lencioni and Alan Mulally. He is also developing The Intentional Leadership Journey, a series of practical leadership handbooks that includes Leaders Are Made, Not Born, Becoming a Great Leader, and Making Leadership Matter. Across his writing and speaking, Herb’s message remains consistent: leadership is developed through purposeful choices, practiced over time, in service of people and meaningful results.

Originally from Vancouver, Canada, Herb has lived in Lincoln, Nebraska, since 2003. He and his wife, Jocelyn, have been married for 43 years and counting. They have three married children and seven grandchildren.

HealthyDEALER is a division of COHESION, Inc in which he serves as CEO.

Link to Herb Mast Bio pdf

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Praise for Herb’s coaching:

  • My employees no longer hold back when there is an issue or sweep something under the rug. We bring issues to the surface and solve problems as a team. I feel like I am a better leader because of my time with Herb and I am excited about what our relationship might evolve to in the future. If you have a chance to work with Herb I suggest you open your mind and your business to a different perspective and evolve. (Dealer in Texas)
  • Our dealership is a much different place than it was when Herb first set foot through our doors. We are now a more confident & cohesive team, capable of solving challenges both great and small. (Dealer in Arkansas)
  • Herb taught us the skills we needed to be better partners, more confident leaders and communicators. Those skills are still in place today and our business has never been better. (Dealer in Missouri)
  • If “culture trumping strategy” is your worldview, Herb Mast should be your coach. His group activities really put simple language to the complexities of creating a great culture. (Dealer in Minnesota)