Why Great Leaders Get Their Hands Dirty: Lessons from Brian Niccol and Jim Sinegal

Leadership isn’t just about making decisions from the top; it’s about understanding the foundation of an organization, building trust, and connecting with both employees and customers. This approach is evident in the stories of Brian Niccol, Starbucks’s new CEO, and Jim Sinegal, the legendary former CEO of Costco. Their leadership exemplifies the principle of servant leadership—where leaders actively engage with the frontline, fostering an environment of collaboration, trust, and genuine understanding.

The Power of Immersive Leadership: Brian Niccol’s Approach at Starbucks

When Brian Niccol took over as CEO of Starbucks in September 2024, the company was facing mounting challenges, including declining U.S. transactions and operational inefficiencies. Rather than simply relying on reports and internal briefings, Niccol hit the ground running. Before officially taking the helm, he visited Los Angeles-area Starbucks stores, interacting with baristas, observing operations, and listening to their concerns. This on-the-ground approach was more than just a gesture; it was a strategic move to gain a firsthand understanding of the daily realities employees face and how these impact customer experience.

In his short tenure so far, Niccol has already made significant changes aimed at simplifying operations and improving service, such as trimming menu items and reinstating popular features like condiment bars and handwritten names on cups. This direct engagement underscores a key lesson: leaders who immerse themselves in the frontline dynamics can identify pain points, make more informed decisions, and implement changes that resonate with both employees and customers.

The Jim Sinegal Legacy: Costco’s Frontline Champion

Jim Sinegal, co-founder and former CEO of Costco, is another beacon of this leadership philosophy. Known for visiting every Costco warehouse annually, Sinegal demonstrated his commitment to staying connected to the core of his business. These visits were not superficial; he engaged with employees, asked questions, and understood the challenges of daily operations. His approach built trust and loyalty within the organization, cementing a culture where employees felt valued and understood.

Sinegal’s leadership style was rooted in the belief that a CEO should be visible and involved. His presence reinforced a message of shared purpose and accountability. Employees knew that their leader understood their work firsthand, which fostered a sense of mutual respect and commitment.

Why It Matters: Servant Leadership and Its Impact

Both Niccol and Sinegal embody the essence of servant leadership—a style where leaders prioritize the growth and well-being of their teams. This approach is not just good for morale; it has a tangible impact on business outcomes. Leaders who are present on the front lines gain real-time insights into what works and what doesn’t, allowing them to pivot more effectively and make decisions grounded in operational realities.

Herb Kelleher, the co-founder of Southwest Airlines, is another example of this type of leader. Kelleher was known for working alongside employees, even loading luggage on flights and serving passengers. His hands-on approach created a culture of shared commitment and respect, which translated into high employee engagement and customer satisfaction.

Closer to the Customer: Gaining Competitive Advantage

A leader’s presence on the front lines also brings them closer to the customer. Niccol’s direct conversations with baristas revealed that simplifying the menu and focusing on core offerings could help ease the pressure on employees and improve service during peak times. This type of insight is invaluable; it helps leaders make customer-centric changes that ultimately enhance the brand’s reputation and competitiveness.

When leaders engage with frontline staff, they can also witness customer interactions firsthand. Jim Sinegal’s visits to Costco stores were opportunities not just to understand employee challenges but to see how customers engaged with products and services. This proximity allowed him to tweak strategies that benefited both the workforce and the end customer.

Moving Forward: Lessons for All Leaders

The lessons from leaders like Niccol, Sinegal, and Kelleher are clear: to lead effectively, you must be willing to get your hands dirty. This means stepping out of the boardroom, engaging with employees at all levels, and understanding the operational heart of your business. The benefits of this approach are manifold: increased trust, better-informed decisions, and a stronger connection between leaders, employees, and customers.

Leaders who stay close to the action can better anticipate challenges, foster loyalty, and build a resilient, customer-focused organization. Whether it’s Niccol turning Starbucks’s fortunes around by listening to baristas or Sinegal strengthening Costco’s culture through annual visits, these examples show that servant leadership is not just a philosophy; it’s a proven strategy for success.