We believe that for a better tomorrow for our communities, our companies and our planet, we need bold leadership now.
This shared value has brought together a close community of peers where difficult decisions can be embraced, and timely, large-scale change can be achieved. We are driven by a clear strategy and dedicate our collective influence to encourage others—and ourselves—to take personal risks to do what is right. We at The B Team choose to take the more difficult yet more rewarding path.
Sir Richard Branson
Co-Founder of The B Team
Co-Founder of The B Team
Chair of The B Team
Vice-Chair of The B Team
President and CEO, Mastercard
CEO, Allianz Group
Founder, Chairman and Co-CEO, Salesforce
Chief Executive Officer, Ingka Group
Former President and CEO, UN Foundation
Former CEO, NRG Energy and Clean Energy Investor
Chairman and CEO, Danone
Founding Partner, Global Optimism and Convenor of Mission 2020
Director General, GSMA
Founder and CEO, Thrive Global
Dr. Mo Ibrahim
Founder, Celtel and Founder and Chair, Mo Ibrahim Foundation
Former President, World Wildlife Fund International
Co-Founder and Co-Chair, Natura
Chairman Emeritus and Former Chief Executive Officer, Dow Chemical
Former Chairman and CEO, PepsiCo
Founding CEO and President, Virgin Unite
Dr. Ngozi Okonjo-Iweala
Chair, Gavi: The Vaccine Alliance, Former Finance Minister, Nigeria and Former Managing Director, World Bank
Chairman and CEO, Kering
Former President of Ireland and Chair, The Elders
Chairman Emeritus, Tata Sons
Founder, Chairman and CEO, Chobani
Chairman and Founder, Broad Group China
Professor Muhammad Yunus
Chairman, Yunus Centre
What We Lead With:
1 Purpose and Principles
Leading with purpose means examining why it is you do what you do—and that isn’t to make a profit. Purpose sets forth intentions that will make a tangible difference in the world. But purpose alone is not enough. It might be a starting point, but leaders need a strong set of principles to bring their purpose to life. And at this crucial turning point for leadership, we believe there are three principles leaders must holistically and boldly embrace: sustainability, equality and accountability.
Leaders operating with humility have an honest understanding of their strengths and limitations. They are not seeking to be the hero of their company, but rather a part of a community. A humble leader actively and continually admits to their imperfections while seeking to learn and grow.
Courageous leaders are willing to take a personal risk for what is right and use their voice when it matters most. They choose to take the often difficult yet more rewarding path. They acknowledge that the global economic model is broken, but it did not break itself and they have a responsibility to repair it.