Podcast Summary: The Agile Brand with Greg Kihlström®
Episode #710: Empowering Employees to Lead Meaningful Change from Within with Steven Maloney, CEO of Belkin
Release Date: July 25, 2025

Introduction

In Episode #710 of The Agile Brand with Greg Kihlström®, host Greg Kilstrom delves into the intricate dynamics of empowering employees to spearhead meaningful change within a global organization. The episode spotlights Steven (Steve) Maloney, CEO of Belkin, who shares his extensive experience and insights into Belkin's transformative journey towards sustainability, innovation, and maintaining agility in a competitive market.

Steve Maloney’s Journey at Belkin

Steve Maloney begins by providing a comprehensive background of his two-decade-long tenure at Belkin. Starting as a sales representative focusing on B2B VAR and distribution accounts in Southern California, Steve highlights his progression through various roles across retail, e-commerce, Europe, and Asia. This diverse experience culminated in his appointment as CEO five years ago.

"Belkin had several brands at the time, but primarily just the Belkin brand. And about five years ago I was appointed to my current position, which is CEO of the company."
[03:26] Steve Maloney

Cultivating a Robust Company Culture

Greg praises Steve's long-standing commitment, underscoring the significance of Belkin's culture in his career growth. Steve attributes Belkin's success to its unique culture, which balances profitability with a family-oriented environment. He emphasizes mentorship under founder Chet Pipkin and the organization's deep consumer understanding, which has been pivotal as Belkin expanded globally.

"It's very much a family oriented place where everybody sort of works arm in arm, shoulder to shoulder together in really kind of a family environment where we're supportive of each other, but also challenging each other too."
[05:19] Steve Maloney

Belkin’s Sustainability Transformation

The conversation shifts to Belkin's remarkable achievement of selling over 1 billion products globally and the company's ongoing sustainability initiatives. Greg introduces the primary focus of the episode: Belkin's employee-driven sustainability transformation, which began with a cross-functional committee in 2020.

Steve elaborates on Belkin's longstanding commitment to sustainability, including the use of solar panels and LEED-certified practices. He explains how employee passion led to formalizing sustainability as a core pillar alongside technology development and community engagement.

"We spent a lot of time thinking about the pillars that we care about at Belkin. We really care about technology and development... the third big pillar that we had established was sustainability and sustainable practices."
[06:35] Steve Maloney

Lessons for Leaders: Balancing Vision with Action

Greg highlights the tangible impact of Belkin's sustainability efforts, referencing the impressive statistics from their 2024 impact report—100% carbon neutrality for certain products and an 89% reduction in single-use plastic packaging. He probes into how leaders can harness both top-down and grassroots enthusiasm to drive such initiatives.

Steve advises that authenticity is crucial. He emphasizes the importance of depth in sustainability efforts, avoiding superficial gestures like mere PowerPoint presentations. By committing to substantive changes, such as increasing post-consumer recycled plastics from 50% to 92%, Belkin demonstrates genuine progress.

"If you really want to make a difference and it really matters to you deep in your DNA and your core, then you can't fake it and you've got to put the work in to really understand what you need to do to make a difference."
[10:32] Steve Maloney

Cross-Functional Collaboration for Measurable Impact

Steve underscores the necessity of alignment across all departments to achieve Belkin's sustainability milestones. From engineering and R&D to procurement and marketing, each team plays a critical role. This cohesive effort ensures that lofty goals are met with practical, actionable steps.

"If everybody isn't rowing in the same direction, you tend to kind of go in a circle. And it's really difficult to advance the cause if you're not all on the same page."
[12:57] Steve Maloney

Innovation in a 40-Year-Old Company

Maintaining agility and innovation in a well-established company like Belkin involves active participation in technology forums, staying attuned to industry standards, and fostering talent. Steve highlights Belkin's involvement in wireless charging standards and their proactive approach to adopting emerging technologies like AI to stay ahead in a competitive market.

"We're in a really competitive space... We stay very, very close to the device and chip makers so we understand what's happening in their spaces."
[21:34] Steve Maloney

Measuring Success: Key Performance Indicators

Steve discusses the multifaceted approach Belkin employs to measure success beyond traditional financial metrics. Key indicators include net promoter scores, brand strength, share of voice, and sell-through performance. These metrics provide a holistic view of Belkin's market position and customer satisfaction, enabling continuous improvement.

"We really closely watch our net promoter score... Our brand strength is certainly one that we look at closely. Share a voice in the market is another one that we look at."
[23:56] Steve Maloney

Staying Agile: Personal and Organizational Strategies

When asked about maintaining agility in his role, Steve shares personal strategies such as exercise and family time, which help him stay grounded. On an organizational level, Belkin fosters an environment where employees feel heard and empowered to contribute ideas, ensuring that the company remains adaptable and forward-thinking.

"I try and spend a lot of time with my family... I'm fortunate in that I'm surrounded by a bunch of great people at work as well."
[25:31] Steve Maloney

Conclusion

Greg wraps up the episode by expressing appreciation for Steve's insights into Belkin's sustainable and innovative practices. He directs listeners to the show notes for more information about Steve and Belkin, encouraging them to engage with future episodes for continued learning on building agile brands.

Final Thoughts

This episode of The Agile Brand offers a profound look into how empowering employees and fostering a strong, collaborative culture can drive meaningful change within a large organization. Steve Maloney's leadership at Belkin exemplifies the synergy between corporate vision and grassroots passion, demonstrating that sustainable success is achievable through dedication, innovation, and collective effort.