The Accidental CEO’s Success : Worldwide Success

The Accidental CEO’s Success

You may have never heard of David Novak or the company that he runs, Yum Brands. But once we start mentioning the household names KFC, Taco Bell and Pizza Hut, you will certainly recognize the powerful brands controlled by Novak and his company. Yum Brands was spun off from Pepsico where David Novak started his marketing career.

In his book, The Education of an Accidental CEO: Lessons Learned from the Trailer Park to the Corner Office, Novak describes his journey from living in trailer parks to snatching the corner office of a major American corporation. Novak and his book have received rave reviews from several well known CEOs:

"David Novak is a great business leader and a wonderful guy. Our companies have very little in common, yet I have learned a lot from Dave. He is great with people, an innovator and one of the best global thinkers I have met. This book is filled with the 'little things' that authentic leaders do every day to build a great business. The best leaders are the best learners. Dave's 'journey' brings the skill of learning to life."
–Jeffrey R. Immelt, chairman and CEO of General Electric

"An entertaining, humorous, honest and inspiring message from an extraordinary person who engenders trust and instills self-confidence. Throughout this book David Novak brightens your mood and improves your outlook."
-Larry Bossidy, retired chairman and CEO of Honeywell International and co-author of Execution: The Discipline of Getting Things Done

"If CEOs were selected like NFL quarterbacks, David Novak would be a first-round draft pick. I would certainly like to have him running a Berkshire company. After you read this book, you will know why."
–Warren Buffett

By the seventh grade Novak had lived in 32 trailer parks in 23 states due to his father’s government surveying job. Many people would associate such unstable youth with potential developmental issues. However, Novak attributes his nomadic youth to his success:

“You learn how to adjust to change easily going from school to school and how to size up people quickly without stereotyping.”

Novak has a bachelor’s degree in Journalism, but he makes up the lack of a formal education in business by consulting knowledgeable people in the fields he is interested in. He once treated the legendary investor Warren Buffett to a lunch at KFC in order to get some pointers on how to deal with Wall Street. He also invited former UCLA basketball coach John Wooden to a morning meeting in order to learn leadership skills.

Despite of the title of his book, Novak’s ascent to the top was no accident. His marketing skills took him from Frito Lay’s Doritos account to marketing head at Pizza Hut and then Chief Marketing Officer at Pepsi. Novak is down to earth and is willing to admit his mistakes. For instance, he takes full responsibility for Crystal Pepsi’s marketing flop. It was named by Time magazine as one of the 100 worst product ideas in the 20th Century. But success requires risk taking. Pepsi recognized this and encouraged taking calculated risks.

As CEO of Yum Brands, Novak leads with a marketing mind: “Yum’s businesses offer what the customer wants: convenient, tasty food at affordable prices”.

David Novak is grateful for his ascent from America’s trailer parks to the top of America’s corporate world, and has shown his gratitude by launching one of the world’s most ambitious hunger relief efforts in support of the United Nations World Food Program. The Yum! Foundation covers the administrative costs so that every dollar donated to the World Food Program goes directly towards feeding a hungry child.

There are many success lessons to be learned from Novak. If you have your eyes on one day becoming a CEO, you may want to pay attention to some of the lessons shared here:

Even when you are at the top, remember to be humble. You may even want to call your success an accident.
During your ascent you will certainly make mistakes. When you do, take full responsibility.
Be adaptable and get used to change.
Develop the skills to size up people, but be careful not to stereotype.
Focus on what the customer wants.
Share your success with others less fortunate.