Debra Crew, the CEO of Diageo, attributes her leadership approach at the 30,000-employee drinks company, known for brands like Guinness and Johnnie Walker, to her background as a military intelligence officer.
Crew’s professional journey did not begin in a large corporation. Initially, she served as a captain in the U.S. Army for four years before gaining corporate experience with major consumer brands such as Nestlé, Mars, and PepsiCo.
In an interview with Nicolai Tangen, CEO of Norway’s sovereign wealth fund, Crew highlighted the persistent influence of her military training on her leadership style. She stated that her first military job quickly taught her that leadership wasn’t about individual achievement but rather enhancing team performance.
Despite the differing contexts, both her military and business experiences emphasized collective success. Crew consistently prioritizes leadership and focuses on ensuring her actions help maximize team potential—an approach she has always deemed essential.
Reflecting on her time in the army, Crew acknowledged not being initially athletic or proficient at assigned tasks. Nonetheless, she dedicated herself to improving in areas beyond her comfort zone. This experience cultivated resilience and confidence, encouraging her to inspire others to embrace challenges that seem intimidating.
Since taking on the role at Diageo in 2023, Crew has navigated various challenges, such as declining alcohol spending and a Guinness shortage due to unprecedented demand. The company has responded by expanding its non-alcoholic offerings to align with evolving consumer preferences toward moderation.
Diageo faced a 0.6% net sales decline in the six-month period ending in December, primarily due to global uncertainties impacting its largest market, the U.S.
Crew has acknowledged the dynamic nature of the beverage market and emphasized the importance of staying agile, even if it leads to quicker failures. Diageo has shifted from a “be the best” mindset, which fostered a perfectionist culture, to a “be better” approach, encouraging continuous improvement.
An example shared by Crew involved a failed ready-to-drink Margarita product. The team commemorated the experience with a poem, extracting key lessons and holding a “Dia De Los Muertos” style celebration, showcasing the importance of experimentation and learning.
This account was initially published on Fortune.com.
