Brett Jewkes, our esteemed guest lecturer for the Tourism Leadership Accelerator Program, embodies the essence of values-driven leadership. Throughout his illustrious career, he embarked on a relentless quest to align his passion with his purpose, ultimately finding a company and role grounded in core values. His journey is a testament to the power of integrity and authenticity in leadership.
Brett's philosophy fosters a values-based culture where every action reflects the organization's guiding principles. He advocates for a stringent "core values test" for individuals seeking to promote these values, ensuring they embody the organization's ethos. This philosophy extends to hiring practices, focusing on who a person is, their beliefs, and how they navigate diverse scenarios.
Drawing inspiration from his association with Home Depot's co-founder, Arthur Blank, Brett champions values like giving back, innovation, inclusivity, and leading by example. These values emanate from introspection and a deep commitment to making a difference in the community.
Brett emphasizes the significance of listening and responding, even when it's not popular. He believes that everyone's voice matters and that founder-led businesses must infuse values from their inception, ensuring a cohesive and impactful organizational culture.
In an evolving landscape where purpose reigns supreme, Brett highlights the importance of embracing one's role as a community steward. He notes that contemporary leaders must engage in meaningful conversations, embrace soft skills and demonstrate their commitment to addressing social injustices.
The transformational power of Brett's leadership philosophy is evident in real-world examples. From challenging traditional revenue-driven mindsets to fostering an empowered workforce, he showcases how values-driven leadership aligns with profit and enhances customer satisfaction and community engagement.
Brett's passion resonates through his work, commitment to mental health awareness, and goal of inspiring the next generation of values-based leaders. His candid interviews and the impact he's made on MBA students' lives reflect his dedication to cultivating meaningful change.
Aspiring leaders in the Tourism Leadership Accelerator Program can learn from Brett's wisdom: leadership is a journey of self-discovery, aligning personal values with the organization's core principles, and prioritizing people above all. By fostering a values-based mindset, we can contribute to a better world where success is measured in financial terms and the positive impact we create.
Brett Jewkes is the EVP, Chief Brand and Communications Officer at Blank Family of Businesses / AMB Sports & Entertainment
The Arthur M. Blank Family of Businesses organization includes the NFL's Atlanta Falcons, MLS's Atlanta United, Mercedes-Benz Stadium, PGA TOUR Superstore, Mountain Sky Guest Ranch, and West Creek Ranch. The organization also includes The Arthur M. Blank Family Foundation. Currently oversee a team of communications, marketing, digital/social media, and community relations professionals across the family of businesses. As a member of the organization's executive leadership team, he works closely with founder/chairman Arthur M. Blank and CEO Stephen Cannon and the senior leadership of each business on strategy and execution of initiatives designed to build and protect each entity's brand and reputation.
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