Many CEOs are confident in the strength of their company culture. The values are clear, the messaging consistent, and the mission proudly shared.
But sometimes, what looks like alignment from the top doesn’t match the experience on the ground.
In a recent episode of The Conscious Capitalists podcast, Bob and Michelle Fish of Biggby Coffee and One BIGG Island in Space shared with Timothy Henry and Raj Sisodia how a moment of quiet employee turnover exposed a hard truth: the culture they believed in wasn’t being lived by the people inside Biggby.
What followed was a years-long transformation—from a command-and-control leadership style to a conscious, purpose-driven business that centers people and long-term relationships.
Here are some takeaways from their conversation:
Transparency is key
Biggby’s leadership believed they had a fun, people-first culture. But when employees started “midnight move-outs”—quietly leaving without notice—the message was clear.
When the audit results came in, Bob didn’t hide them. They read them aloud to their entire team, line by line. That act of transparency marked the beginning of a new leadership chapter: one rooted in humility, listening, and realignment.
Takeaway: If your values aren’t being experienced by your team, they’re just marketing. Culture has to be real to be sustainable.
Growth ≠ Impact
At one point, Biggby was ranked among the fastest-growing coffee franchises in the U.S. But the pressures of speed and scale had crowded out space for reflection. Leadership decisions were top-down. Stakeholder needs weren’t fully considered.
When they embraced conscious capitalism, they began designing systems that supported all stakeholders—employees, franchisees, customers, and suppliers.
Takeaway: High growth without stakeholder alignment leads to cultural erosion. Growth with purpose builds resilience.
The supply chain is part of your culture
Through their initiative, One BIGG Island in Space, Bob and Michelle are working toward sourcing 100% of their coffee directly from farmers by 2028. Not for the PR, but because the traditional model is failing. Most small producers are paid below the cost of production, leading to poverty, farm abandonment, and climate vulnerability.
By creating long-term, transparent partnerships with producers who treat their land and people well, Biggby is proving that ethical sourcing can scale and strengthen the business.
Takeaway: How you treat the people furthest from your office says everything about your leadership.
Transformations take time
Changing Biggby’s culture meant more than a new language. It required hard decisions, including leadership changes. Some people weren’t aligned with the new direction, and that was okay.
They stayed committed to the long view, trusting that building a people-first culture would bring the right team along.
Takeaway: Evolving your business model will test your systems, your team, and your patience. Don’t expect everyone to come along, but make sure your actions stay aligned with your purpose.
It’s easy to assume everything is fine when the numbers are up. But impact isn’t always visible on a spreadsheet. Leaders who want to build resilient, values-driven businesses must be willing to look beneath the surface and invite the hard truths in.
Bob and Michelle’s story is a reminder that leadership isn’t just about direction—it’s about reflection. And real growth begins when leaders ask themselves the tough questions!
If you’d like to learn more about their journey and all the amazing work they’re doing in the One BIGG Island in Space movement, listen to the full episode of The Conscious Capitalists podcast.