Podcast Summary

Podcast: How Leaders Lead with David Novak
Episode: #264: Bracken Darrell, CEO of VF Corporation – Good design can make anything better
Release Date: November 6, 2025
Host: David Novak
Guest: Bracken Darrell, CEO of VF Corporation

Episode Overview

This episode features an insightful conversation between David Novak and Bracken Darrell, the CEO of VF Corporation (parent to brands like The North Face, Vans, and Timberland). The main theme explores the transformative power of design thinking in both product and organizational culture, Bracken’s passion for reinvention, and his leadership philosophy developed over decades. The episode is rich in practical leadership advice, stories about brand turnarounds, and perspectives on fostering creativity and growth-oriented cultures across industries.

Key Discussion Points & Insights

Bracken Darrell’s Approach to Design and Leadership

• Broad Definition of Design
  Bracken sees design as far more than aesthetics—it's about improving user experience across every touchpoint, including internal processes, organizational culture, and consumer products:

  "Design is about creating an experience for users around what users really need, whether they can express that need or not.” (21:25, Bracken)

• Applying Design Thinking to All Facets
  Design isn’t limited to “creative” teams. Bracken pushes design thinking into HR, accounting, and operations by encouraging everyone to ask, “How can we make this better for users—internal or external?”

Reinventing Self and Organization

• Annual Self-Reinvention
  Bracken shares his habit of “firing and rehiring” himself with a new, objective mindset each year to stay sharp and avoid complacency:

  “There’s nothing that I have to be today that I was yesterday. I can completely transform myself today.” (06:45, Bracken)

• Strategic Self-Awareness
  He and David discuss the importance of routine self-assessment (“three by five” exercises) and the power of objectivity in both personal and business growth.

Turnaround Stories and Brand Revitalization

• Old Spice Transformation
  Bracken walked through the deep overhaul of Old Spice:

  • Lowering prices (rare at P&G).
  • Changing the product name and advertising.
  • Direct involvement and bold decisions when leadership gaps existed.
  • Results: Doubled market share in a year, with further substantial growth.

  “We just were off to the races.” (19:57, Bracken)

• Logitech Turnaround
  Similar playbook at Logitech:

  • Refocusing on innovation.
  • In-housing design talent.
  • Resizing the company after years of excessive overhead.
  • Result: 10x value increase over a decade.

• Bringing Design to VF Corporation
  Bracken’s challenge at VF is to infuse design-thinking across legacy brands and departments:

  “You really should be designing everything.” (23:22, Bracken)

Leadership and Culture

• Recognition and Accountability
  Emphasizes genuine recognition for teams’ contributions and full accountability for failures as CEO:

  “When things go wrong…it really is all about you. It’s something you could have changed almost always.” (17:35, Bracken)

• Ownership at All Levels
  Leaders should encourage everyone to act as owners, regardless of their role:

  “Everybody in the company is my partner. Everybody’s got a job to do…you can have a dramatic impact on the company from whatever chair you’re in.” (44:40, Bracken)

• Brand as Community and Culture
  The best brands create a sense of club or belonging, where community defines brand identity more than the company itself:

  “You don’t really own it. The users…own it, especially those who feel most passionate about it.” (31:49, Bracken)

Brand Highlights

• The North Face: Balancing hardcore explorers’ needs and the broader market as the puffer jacket becomes a cultural icon.
• Vans: Doubling down on “off the wall” culture; revival of the Warp Tour music festival to reinforce community.
• Timberland: Deep respect for hip-hop’s role in defining the brand’s place in culture; active efforts to honor and learn from the brand's passionate user base.

Collaboration and Influencers

• Strategic Collaborations
  Ensuring co-branded products respect and stretch the identities of both brands, with examples from Timberland (Telfar, Louis Vuitton).
• Influencer Partnerships
  Genuine involvement (e.g., SZA as artistic director for Vans) rather than mere endorsements is critical for real impact.

Embracing AI in Business and Leadership

• Organizational Impact
  20+ AI projects across reporting, product creation, and marketing. AI is embraced pragmatically, both as a productivity and (potentially) a revenue driver.
• Personal Use
  Bracken uses AI tools (like ChatGPT) for everything from personal health to work, emphasizing a hands-on approach.

  "Sometimes the best application of AI is...to remove a whole function...Many other times...to give it to the person who’s designing." (40:14, Bracken)

Personal Growth and Learning

• Continuous Education
  Bracken chooses a new topic every five years to “go deep in” (most recently: quantum mechanics and gravity):

  “I’ll never be finished…I’ll never stop trying to learn new things.” (49:47, Bracken)

• Reflection on Leadership

  • The lesson he wishes he’d learned earlier: Cultivate total ownership and model it for all.

    "You wash the windows, you clean the floors." (42:59, Bracken)

Memorable Lightning Round Answers

• Three words to describe himself: "Basketball. Family. Design." (47:57)
• Biggest pet peeve: “Injustice.” (48:05)
• Greatest city impact: “Owensboro, Kentucky.” (48:09)
• Most prized possession (besides family): “My friends.” (48:31)
• Something few people know: "I was exceptionally shy when I was younger." (48:45)
• One thing he always does: “Working out.” (48:51)

Advice for Aspiring Leaders

“Focus on growing everything around you, not including yourself. If you focus on growing everything, making everything better—every person, every process, every experience—you’ll de facto be a good leader…Growth is the most important thing in life.” (51:10, Bracken)

Notable Quotes with Timestamps

• Bracken Darrell, on Design:
  “Design is about creating an experience for users around what users really need, whether they can express that need or not.” (21:25)

• Bracken Darrell, on Reinvention:
  “There’s nothing that I have to be today that I was yesterday. I can completely transform myself today.” (06:45)

• On Brand Ownership:
  “You don’t really own [the brand]. The users who feel most passionate about it do.” (31:49, Bracken)

• On Recognition:
  “No matter how much you recognize other people, you never do it enough.” (17:35, Bracken)

• On Ownership:
  "You wash the windows, you clean the floors." (42:59, Bracken, recalling advice received)

• On AI and Leadership:
  “Sometimes the best application of AI is...to remove a whole function…and then many other times…the best application of AI is to give it to the person who’s designing something today.” (40:14, Bracken)

Segment Timestamps

• 00:00 – Bracken shares his customer-centric design philosophy.
• 02:17 – On most fun design projects and favorite brands.
• 06:29 – Annual process of “firing and rehiring” himself for objectivity.
• 08:04 – What Bracken’s working on to better himself as a leader.
• 12:11 – Childhood experiences shaping his leadership (shyness, deliberate warmth).
• 15:37 – Lessons learned under Susan Arnold at P&G; importance of belief and candor.
• 18:45 – Turning Old Spice around: strategy, execution, team buy-in.
• 21:25 – Logitech turnaround, building a design-driven culture.
• 23:22 – Bringing design thinking to 125-year-old VF.
• 26:49 – Brand as a club: perspectives on North Face, Vans, Timberland.
• 31:49 – Culture, community, and the customer’s role in defining the brand.
• 34:38 – Collaborations and influencer partnerships (SZA, Telfar, Louis Vuitton).
• 39:18 – Perspective on AI’s present and future applications.
• 42:59 – Reflections on early leadership lessons and total ownership.
• 47:55 – Lightning round: Bracken’s personality, curiosities, routines.
• 49:01 – Leading at home: family, relationships, and deeper connectivity.
• 51:10 – Final advice for aspiring leaders: relentless focus on growth.

Memorable Moments

• Bracken’s Self-Assessment Ritual:
  Firing and rehiring himself annually for a fresh, objective start.
• Brand as Club:
  The “ownership” of brands like Timberland by entire social cultures, especially hip-hop.
• Old Spice Guarantee Ad Story:
  Creating an ad offering to buy back any stick if customers didn’t prefer it—a huge legal risk, but a strong belief in the product.

Tone and Style

The conversation is direct, candid, and filled with humility and humor. Bracken is approachable, thoughtful, and passionate about both design and people. David Novak provides a warm, curious, and experienced presence, creating a conversational and insightful interview.

Practical Takeaways

• Leadership is about continuous growth—for yourself, your business, and your people.
• Design is everyone's business—every process, product, and experience can be improved for the user.
• Great brands become clubs—community, not companies, own a brand’s soul.
• Recognition is endless—find ways to uplift teams, and take responsibility as a leader when results falter.
• Let curiosity drive your learning—go deep, master new disciplines, and apply them to leadership.

For Further Listening

• Focus on how you can bring a design mindset to all facets of your work.
• Reflect annually on your approach, and don’t be afraid to “re-hire” yourself for the next challenge.
• Seek inspiration from outside your industry for ideas in innovation and leadership.