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Four Questions to inspire decision-makers to build personal and company trust: M.E.M.O.® Map, Execute, Measure, and Optimize—The Framework for Trust and Governance.
Ever noticed a common trait among the world's most valuable companies? Their CEOs come from diverse backgrounds, mirroring the global markets they serve. From Apple’s Tim Cook (USA) to Microsoft’s Satya Nadella (India), Amazon’s Andy Jassy (USA), Alphabet’s Sundar Pichai (India), Meta’s Mark Zuckerberg (USA), NVIDIA’s Jensen Huang (Taiwan), and Tesla’s Elon Musk (South Africa), these leaders embody diversity—not as an ideology, but as a competitive advantage.
This isn’t about political correctness; it’s about better decision-making, stronger governance, and smarter business. Diverse perspectives fuel innovation, mitigate risks, and enhance global competitiveness. Top companies understand that embracing DEI isn’t just good optics—it’s good economics.
I’ve seen this firsthand. As a Brazilian leading Nike’s government and public affairs for Europe, the Middle East, and Africa, I wasn’t hired to tick a box—I was hired for my skills and track record. Yet, I often found myself introduced as “Gui, the Brazilian”—sometimes unnecessarily, other times because my unique style stood out. But it wasn’t my nationality that made me effective; it was my ability to build and lead diverse, high-performing teams that delivered real results.
So, here’s a thought for Boards and CEOs: DEI isn’t a branding exercise—it’s a leadership strategy. Can your company afford to ignore the long-term impact of diverse leadership on trust, governance, and performance?
Have Boards mapped how diverse leadership backgrounds impact the company’s Trust Pillars*, influencing decision-making, global competitiveness, and resilience?
02.Execute:
Are governance frameworks designed to align Trust Pillars with leadership development, ensuring diverse talent is attracted and retained for business impact, not compliance?
03.Measure:
What KPIs are being used to assess whether Trust Pillars—such as brand reputation, political neutrality, and leadership credibility—are affecting Tesla’s market share in Europe?
04.Otimize:
How are Boards ensuring that lessons from high-performing, diverse leadership teams are embedded into Trust Pillars, shaping long-term governance and succession planning?
*Trust Pillars are the core values and strategies that align your company’s objectives with stakeholder expectations, ensuring transparency and accountability.
Trust is the currency of sustainable business—lose it, and the cost is more than financial.
Benchmarks: Microsoft’s Leadership Model: Satya Nadella reshaped Microsoft’s culture by integrating diverse perspectives into decision-making. Goldman Sachs & Board Diversity: Their commitment to diverse Boards reshaped IPO criteria and investor expectations. Tesla’s Global Talent Strategy: Hiring across continents, leveraging expertise beyond geographic limits.
How does your company approach DEI—as a risk, a compliance measure, or a performance strategy? Hit reply and share your thoughts.
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Gui Athia—Mentor, Keynote Speaker, and Advisor. Author of Get the M.E.M.O.
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