Bain & Company

10 Global CEOs on the New Rules of Scaling

The video brings together ten global CEOs to distill a new playbook for scaling businesses in turbulent markets. Across the series, leaders stress returning to the core purpose—loving the product and empowering the frontline—as the antidote to the complexity that growth inevitably creates. Key insights include the need to balance development and delivery, not sequentially but simultaneously, and to embed "joyful routines" that combine human‑centric technology with a solid strategy. Repeatable operating models are highlighted as a way to convert industry volatility into stable, scalable performance, while a startup‑like builder mindset fuels continuous innovation. Notable quotes illustrate the philosophy: Aaron Powell warns against treating products and frontline roles as commodities, Don Katz emphasizes a "no assholes" principle to preserve culture, and David Haines urges CEOs to shift from horizontal alignment to vertical market focus, measuring success by real‑world wins. The implications are clear: CEOs must simplify structures, nurture a community of builders, and keep the organization’s energy directed at delivering value to customers. By doing so, they can avoid bureaucratic bloat, maintain entrepreneurial vigor, and sustain growth without sacrificing purpose.