I Don’t Negotiate on Culture! CEO of iFood on How to Lead with Grit and Growth — Diego Barreto
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In today’s fast-paced, ever-changing business world, leaders are constantly being tested. Whether it’s navigating the turbulence of a global pandemic or scaling a business to unicorn status, the demands of leadership are more complex than ever. For Diego Barreto, CEO of iFood, these challenges are not just hurdles to overcome — they are opportunities to reinforce the values that make a company thrive. In a landscape where disruption is constant, Diego has one simple rule: never negotiate on culture. In his journey leading iFood, Diego has focused on creating a company where grit, growth, and unshakeable values are the foundations of success.
This approach becomes even more critical during times of rapid growth and uncertainty. The pandemic forced many organizations, including iFood, to pivot quickly — balancing employee well-being with the need for high performance. But Diego’s ability to keep his team aligned, focused, and motivated despite the chaos speaks volumes about his leadership strategies. From mobilizing teams to embedding innovation into the company’s DNA, Diego’s methods offer key insights into what it takes to lead with resilience and clarity.
Listen to the episode here on Apple Podcast & leave a review!
Leadership in Action: Key Insights from the Podcast
In the podcast episode, Diego dives deep into several essential leadership themes, each one providing a blueprint for managing a company through growth and disruption. First, he talks about the importance of mobilizing people. As a CEO, your primary role is to ensure everyone in your company is aligned with the mission and vision. Effective communication is the foundation for that, and it’s not just about talking — it’s about making sure that everyone understands and is motivated by the company’s direction. Diego emphasizes that clear, repetitive messaging paired with simple, visual symbols can create a unified team ready to tackle any challenge.
Next, we explore iFood’s non-negotiable culture. Diego believes that strong, unwavering values are the key to success. At iFood, they foster an entrepreneurial mindset, value radical candor, and always dream big. These aren’t just buzzwords; they are the foundation of how iFood operates. During the pandemic, when many companies shifted towards flexibility and comfort, iFood remained steadfast in reinforcing a culture of grit and high performance. And this wasn’t by accident. Diego explains how they implemented six-month cultural sprints — focused initiatives designed to instill specific behaviors like resilience and innovation. These sprints help the company adapt quickly to changing circumstances while maintaining the core values that define iFood’s identity.
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One of the most intriguing parts of the episode is Diego’s explanation of the “pendulum effect” in leadership. In any business, the pendulum swings between different priorities, and effective leaders need to be aware of when to shift their focus. During the pandemic, iFood swung towards employee comfort, offering flexibility and support. However, as the business landscape changed post-pandemic, the pendulum swung back to grit and performance. For Diego, the ability to adapt without losing sight of the company’s cultural pillars is what defines successful leadership.
Diego Barreto’s Actionable Leadership Strategies
So how can leaders put these insights into action? Diego doesn’t just offer theory — he provides concrete strategies that any leader can implement in their organization. First, focus on mobilizing your team. Diego stresses the importance of simple, repeated communication. In his experience, overloading employees with information can lead to confusion and disengagement. Instead, focus on a few core messages, and use symbols or visuals to reinforce them. Whether it’s through regular team meetings or company-wide initiatives, ensure that your team is constantly aligned with the company’s goals.
Next, create and protect a strong company culture. Diego’s approach to a non-negotiable culture might seem rigid, but it’s what keeps iFood thriving in a competitive environment. By defining and reinforcing key values — like entrepreneurship, candor, and big thinking — you create a framework for employees to operate within. This culture acts as a guidepost, ensuring that everyone knows what’s expected, regardless of external disruptions.
Listen to the episode here on Apple Podcast & leave a review!
The third strategy Diego offers is embracing cultural sprints. Every six months, iFood focuses on key behaviors, making sure that they are ingrained into the company’s operations. This cycle allows them to adapt quickly, whether it’s increasing innovation or fostering resilience. Diego’s method of breaking down cultural growth into sprints ensures that the company is always evolving while staying true to its roots.
Lastly, be aware of the pendulum effect. Leadership is not static — it requires flexibility and awareness of when to shift gears. Diego’s success with iFood is partly due to his ability to recognize when the company needs to lean more towards employee comfort or, conversely, when it’s time to emphasize performance and grit. Leaders must be adaptable, understanding that different situations require different responses, but they should always remain grounded in their core values.
Why These Strategies Matter
Diego’s leadership style isn’t just about keeping a company afloat — it’s about thriving in the face of uncertainty and using challenges as opportunities to grow stronger. Whether you’re leading a small team or a billion-dollar company, the lessons from Diego’s experience are invaluable. By focusing on mobilization, culture, adaptability, and growth, leaders can navigate disruption with confidence.
If you’re ready to dive deeper into Diego’s leadership strategies and hear more about how iFood has maintained its unicorn status through grit and growth, be sure to check out the full podcast episode. These actionable insights are just the beginning — there’s so much more to learn from Diego’s journey as CEO.
Listen to the episode here on Apple Podcast & leave a review!
Leadership is evolving rapidly — are you keeping up? Each year, I engage with and analyze the insights of leading executives from companies like Microsoft, IBM, and Virgin Group, uncovering the strategies that drive their success. This exclusive PDF distills the top five leadership hacks used by these world-renowned leaders. Discover what sets these leaders apart and how you can apply their breakthrough tactics to elevate your leadership in 2024 and beyond.
