Invest Like the Best with Patrick O'Shaughnessy

Carlos Brito – Creating an Ownership Culture – [Founder’s Field Guide, EP. 21]

Feb 18, 2021

Carlos Brito, CEO of Anheuser-Busch InBev, shares insights on building a culture of ownership in one of the world's largest breweries. He reflects on his journey from Brazil, highlighting the balance between organic growth and strategic acquisitions in a rapidly changing market. Brito emphasizes the importance of empowering employees for resource efficiency and brand consistency. He also discusses adapting to the rise of craft brewing and the significance of meritocracy and mentorship in fostering a thriving company culture.

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ANECDOTE

Career-Defining Choice

Carlos Brito's journey to CEO involved a pivotal moment accepting a lower salary at a Brazilian investment bank after his MBA at Stanford.
This decision, driven by the bank's dynamic culture, proved crucial for his personal and professional growth.

INSIGHT

People and Culture First

Sustainable competitive advantage comes from people and their shared values (culture).
AB InBev prioritizes ownership, where employees treat the business as their own, driving better decisions.

ADVICE

Fostering Ownership

Promote an ownership mindset; equity reinforces it, but doesn't create it.
Encourage employees to apply the same cost-consciousness they use at home to their work.

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My guest today is Carlos Brito, CEO of Anheuser-Busch InBev. AB InBev is the world’s largest brewer of beer and maintains a portfolio of hundreds of beer brands across the globe. Our conversation focuses on AB InBev’s culture of ownership, how Carlos balances organic growth with acquisitions and managing disruption as an industry incumbent. I loved hearing about Carlos’ story from growing up in Brazil to now running one of the largest businesses in the world. I hope you enjoy my conversation with Carlos Brito.

For the full show notes, transcript, and links to mentioned content, check out the episode page here.

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Show Notes

[00:03:12] - [First question] - His career path and how he got to where he is today

[00:11:02] - Culture building lessons throughout his career

[00:14:52] - Maintaining ownership of company culture as businesses grow

[00:16:47] - How and why they avoid wasted resources

[00:18:49] - Why conserving resources is so beneficial for a company

[00:21:18] - Spreading culture into new members of a team

[00:25:26] - Lessons from managing a large portfolio of different brands

[00:27:58] - Biggest mistakes he has seen within brands

[00:29:38] - Navigating changes/threats in the beer industry, starting with craft beers

[00:32:56] - Lessons from the production and distribution side of the business

[00:36:02] - How to assess and decide to move into a new market

[00:37:12] - Role of data in deciding how to allocate resources and capital

[00:40:34] - The evolution of marketing over his career

[00:44:32] - Implementing the meritocracy to keep the right people in the company and move them around

[00:47:59] - Feedback he needed to hear

[00:49:16] - How other leaders can decide on whether to focus on inorganic or organic growth

[00:51:41] - What he’s most proud of from his career

[00:53:13] - Passion for the product

[00:54:12] - Most memorable beer in his life

[00:54:56] - Kindest thing anyone has done for him