Challenge

Challenge

Just over a decade ago, Heineken USA faced an identity crisis. It was the darling of Heineken, having grown to US$2 billion in sales, and the dominant player in the premium beer market within the US. Yet, the booming rise of craft beer was turning Heineken’s business upside down and stealing key leaders.

A transforming world required Heineken USA to re-assess its core value across three critical stakeholder groups:

  1. Customers
  2. Employees
  3. Parent company, Heineken N.V.

Solution

Solution

But stopping our work at the top team wouldn’t do – our goal was to deeply connect the head and heart of all senior leaders to ignite a collective passion for the mission and work of this talented group.
Bringing together the top 100 leaders, we went on a 3-day journey to help each discover their purpose.

CLI Impact

CLI Impact

From the clarity of their own purposes, the Heineken team then collaborated to co-create the deeper purpose of this group of gifted leaders: Heineken USA’s Organizational Purpose.

Home | Core Leader
Home | Core Leader

Purpose works at Heineken

Purpose works at Heineken

Listen to one of our senior alumni discuss some of the many ways purpose enables the delivery of business objectives and cultural transformation.

STACEY TANK

CEO, Bespoke Beauty Brands
Former Chief Corporate Affairs & Transformation Officer, Heineken, Former CEO, Home Depot Home Services

A truly inspiring leader, Stacey shares her incredible journey of ups and downs and what it really takes to rise to the top as a powerful woman in business today. From home improvement to beer, listen to hear how Stacey took purpose with her to Amsterdam.

Explore more Purpose to Impact™ Stories

Explore more Purpose to Impact™ Stories

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Join our global community of leaders turning purpose to impact™

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