Recently, Liquid I.V., the #1 powdered hydration brand in America, has experienced remarkable growth, expanding fourfold over the past three years. This success story is a testament to the quality of leadership at the helm of the company.
Mike Keech, the CEO of Liquid I.V., took over the reins three years ago after the company was acquired by Unilever. Keech, drawing from his extensive leadership experience at Unilever, has implemented a set of principles that have been instrumental in driving the company's growth.
One of the key aspects of Keech's leadership philosophy is the intentional codification of the company's purpose and values. Keech emphasizes the importance of clarifying and refining the core values of the organization to ensure they remain relevant and enduring over time.
Furthermore, Keech has elevated the company's purpose to the forefront of its operations, infusing it into every aspect of the business. Liquid I.V.'s purpose now revolves around elevating the vitality of people and the planet, with a strong focus on making a positive impact through philanthropic initiatives.
When it comes to building a great team, Keech prioritizes integrity in potential hires. He delves deep into candidates' experiences to gauge their integrity, ensuring that the team is composed of individuals who align with the company's values.
To maintain the entrepreneurial spirit amidst rapid growth, Liquid I.V. follows a principle of being 'slow to plan, fast to execute.' Keech emphasizes the importance of simplicity and prioritization, using Objectives and Key Results (OKRs) to keep the team focused on critical business objectives.
Overall, Keech's leadership approach at Liquid I.V. serves as a compelling case study for scaling a culture founded on purpose. By codifying culture, refining values, infusing purpose, prioritizing integrity, and simplifying processes, Liquid I.V. has achieved significant growth while staying true to its core values.
As other businesses seek to emulate Liquid I.V.'s success, they can draw valuable insights from Keech's leadership playbook to drive their own growth and impact in the market.
