By Steve Moran
Over the last 10 years or so I have offered my services to Brookdale a number of times. Each of those offers has been met with silence.
It may be that I am not the right person to fix Brookdale, but the one tune that keeps running through my head is this …
“My God, why don’t they try something different?”
Brookdale only has a single problem, and that is not being led well.
I am a completely unlikely person to lead Brookdale, but the last two leaders have been logical, obvious leaders, and it has not worked out well.
I want to be clear, I have low expectations, but I would take the job, and I believe families, team members, and shareholders would be delighted with the results.
A week or so ago, I sent this email to Denise Wilder Warren, who is serving as the interim CEO of Brookdale and heading the search committee, via LinkedIn.
Brookdale Needs a Disruptor, Not Another Paper Qualified CEO
Hi Denise,
I’m Steve Moran, founder of Senior Living Foresight, and I’ve spent 14 years calling out what works and what doesn’t in senior living. Let me be blunt: I want to be Brookdale’s next CEO.
I know exactly what you’re thinking: “This guy doesn’t have the traditional resume.” You’re right — and that’s exactly why your search committee should be paying attention. The last two “perfectly qualified” CEOs brought impeccable credentials to the table, yet Brookdale’s transformation remains elusive.
Perfect credentials; underwhelming results.
For over a decade, I’ve dissected Brookdale’s operations, challenged its strategies, and yes, sometimes criticized its leadership — not to be a thorn in anyone’s side, but because I see what this organization could become if it stopped playing by the same tired rulebook that’s delivering mediocre results.
Here’s my boldest claim: I genuinely believe Brookdale can become the undisputed leader in this industry. Not just survive, not just improve incrementally, but completely redefine what’s possible in senior living while delivering occupancy rates and margins that would make Wall Street analysts spill their coffee.
The senior living industry doesn’t need another executive who can manage decline with a smile. It needs someone who understands what residents, families, and team members actually want and need — not what the conventional industry wisdom says they should accept.
Is bringing me on risky? Of course. But here’s the real question: Which is riskier — trying something truly different or hiring the next “safe” candidate who’ll deliver the same predictable results while your competitors continue eating away at your market share?
I’m ready to share a vision for Brookdale that will challenge everything you think you know about this industry’s potential.
The only question is whether your search committee has the courage to have that conversation.
Let’s create the Brookdale that should exist, not just maintain the status quo.
Ready to shake things up,
SM
Good for you Steve!
I’ve worked for Brookdale twice in my 25yrs in this industry. Back in the day Brookdale was the creme de la creme in our industry. Then they had poor advisors convincing them to chase every bad investment to be the largest and we lost our way at that point. They lost their vision to think the largest meant you were the best. it was the polar opposite for them. When Brookdale brought on a Holiday Sales Executive to guide the ship with sales, I knew then my time was up. How could a leader in our industry even think that the bottom of the barrel could help in our sales approach. It’s sad!!
I’d love to hear if you get a response.
I’ve been in this industry 15+ years. I started out with Emeritus and soon became Brookdale. I learned everything I know with The Emeritus Brookdale companies. They need to focus on what’s important and focus on THE STAFF FIRST, then THE RESIDENTS and their families. As one of the best leaders Brookdale ever had, Eddie Fenolio, once said, “take care of who is taking care of your residents, the rest will come.
Quit setting unattainable goals and eat an apple and an elephant the same way! Small Bites. Look at your market and see what’s working and know your prospects, sadly Brookdale is not.