From Good to Golden: David Costa on Leadership, Family, and Building a Legacy That Lasts
- Jason Becker
- May 4
- 4 min read
Introduction
Some people build businesses.
Others build people.
In Episode 78 of What the Hell Do I Know with JB, David Costa breaks down what it really means to lead—inside business, inside family, and inside your own life.
From growing up in a McDonald’s franchise family… to helping operate nearly 20 locations… to building a movement around going from good to golden—this conversation is about growth, purpose, and doing things the right way.
Who is David Costa?
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David Costa is a McDonald’s franchise owner and operator, working alongside his family to run 18+ locations (and growing).
But his impact goes far beyond burgers and business.
He’s:
A leader focused on developing people
A builder of systems and culture
A mentor helping others get “unstuck”
The mind behind the “Good to Golden” philosophy
He’s also deeply rooted in family, faith, and community.
From One Restaurant to a Family Legacy
David’s Story Begins
David’s story starts with his father.
After leaving the Air Force early—despite being close to retirement—his dad made a bold move into entrepreneurship.
Most people thought he was crazy.
But that decision turned into a 30+ year journey building a McDonald’s franchise operation that now spans nearly 20 locations.
David grew up in it:
Working in the restaurants
Learning leadership early
Seeing firsthand what it takes to build something long-term
This wasn’t overnight success—it was consistency over decades.
What Most People Don’t Understand About Success
One of the biggest takeaways from this episode:
Most people quit too early.
David talks about how success compounds over time:
Not in months
Not even in a couple years
But over 10, 20, 30 years
While others jump from thing to thing…
The real growth happens when you stay committed.
The Evolution of Business (And Why You Have to Adapt)
David has seen the restaurant industry change dramatically over the years:
From pre-made food → made-to-order systems
From counter ordering → kiosks and mobile apps
From in-store traffic → delivery and digital experiences
Today:
Millions use the McDonald’s app
Delivery services like DoorDash and Uber Eats dominate
Convenience is everything
The lesson?
If you don’t adapt—you get left behind.
Leadership Starts With People
David’s philosophy is simple:
If you take care of your people… they take care of everything else.
Inside his organization:
Employees are trained, developed, and supported
There are clear growth paths (crew → manager → leadership)
Wellness, coaching, and even sabbaticals are offered
This isn’t just a job—it can be a career.
And that mindset changes everything.
The “Unstuck” Framework
One of the most powerful parts of this episode is David’s concept of getting “unstuck.”
Here’s how he breaks it down:
1. Find Your Purpose
Not your job. Not your title.
Your purpose.
Example:
Job = running a business
Purpose = impacting people’s lives
2. Identify What’s Holding You Back
Sometimes it’s mindset.
Sometimes it’s something simple like transportation or finances.
You can’t fix what you won’t face.
3. Shift Your Thinking
Growth requires:
Learning
Reading
Coaching
New perspectives
4. Take Small, Consistent Action
Success isn’t instant.
It’s built through:
Daily habits
Repetition
Discipline
This is the compound effect in real life.
Family, Business, and Hard Conversations
Working with family isn’t easy.
David shares a key lesson that applies everywhere:
It’s not what you say—it’s how you say it.
Especially with family:
You tend to be more blunt
More emotional
Less intentional
But real leadership requires:
Respect
Communication
Humility
And once a decision is made?
You move forward in unity.
Handling Failure and Mistakes
David keeps this simple—and powerful:
Own the mistake
Acknowledge the impact
Fix it and move forward
No excuses. No dragging it out.
Just growth.
Life Isn’t Just Business
One of the most real parts of this episode is David opening up about life outside of business.
He talks about:
Going through divorce
Rebuilding his life
Creating a blended family
His mindset?
Don’t let hard moments define you
Don’t live in bitterness
Lead your family through uncertainty
Now, he’s raising six kids in a blended family—focused on building trust, stability, and connection.
The “Good to Golden” Mindset
David’s next chapter is built around one idea:
Going from good… to golden.
It’s not about being average.
It’s about:
Raising your standards
Improving your mindset
Becoming your best self
He’s currently:
Writing a book
Launching a podcast
Building community spaces
Continuing to grow his business
Key Lessons From This Episode
Success takes longer than you think
Leadership starts with people, not profit
Your purpose is bigger than your job
Growth requires discomfort
Consistency beats intensity
Family requires intentional leadership
You’re never stuck—you just haven’t shifted yet
Final Thoughts
David Costa’s story is a reminder that:
You don’t have to be perfect to build something great.
But you do have to:
Stay committed
Keep growing
And lead with purpose
Watch Episode 78
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Instagram: @_jason_becker
Guest: @good2golden
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And remember:
Good is the enemy of great… but golden is the goal.
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