For nearly 140 years, The Coca-Cola Company has grown by building one of the most enduring and recognizable brand systems in the world, expanding across markets and categories while maintaining a level of global consistency.
That scale and reach became a defining strength, but it also required a new approach as consumer behavior, technology, and expectations evolved.
When James Quincey became Chairman and CEO, he approached that moment with a mindset shaped by engineering and operational discipline. Rather than relying solely on precedent, he focused on how complex systems perform under changing conditions.
Under his leadership, The Coca-Cola Company expanded its portfolio, evolving into a total beverage company while modernizing its operating model. The intent was not to diminish the brand’s legacy, but to protect it by ensuring the system around it remained fit for the future.
In this episode of Grey Matter, James sits down with Consello Founder, Chairman and CEO Declan Kelly to discuss what it takes to lead an iconic institution through change, balancing preservation with progress.
In this conversation, James discusses:
- How an engineering background informed his approach to leadership and decision-making
- Why simplifying parts of the organization became a way to strengthen focus
- Streamlining the portfolio while innovating for the future
- How leaders act decisively without waiting for perfect information
- Why “everything communicates” inside an organization, from dress code to operating decisions
- The responsibility of protecting the core of an iconic brand while still innovating offerings
