Executives of Iconic American Companies Reflect on How They Stay on Top

Three renowned executives collaborated at the TIME100 Built to Last forum to share insights into how they maintain their companies' long-term success and relevance. The panel featured Scott Kirby, CEO of United Airlines; Ruth Porat, President and Chief Investment Officer of Alphabet; and William Ford, Executive Chair of Ford Motor Company. Each shared their unique approaches to staying ahead of the competition and serving consumers effectively across generations.

Ford emphasized the importance of valuing employees and their impact on communities, stating, "We take care of each other. We take care of our communities. We take care of our country." He asserted that the core values sustaining the company have remained constant despite cultural shifts. Ruth Porat highlighted the significance of long-term investing and relentless innovation, recounting the company's "20% time" policy that encourages employees to dedicate a portion of their work to groundbreaking ideas. This led to the creation of essential products like Gmail and Google Brain.

Porat also spoke of setting audacious goals, noting that achieving 60% of objectives in a year would be considered a success, prompting the company to aim higher. Scott Kirby attributed United Airlines' enduring success to its reputation as a "brand loyal airline," focusing on reliability, service quality, hard product, and technology. He acknowledged the challenges faced, particularly during the COVID-19 pandemic, yet prioritized protecting employees during those tumultuous times.

The panelists were also asked about their visions for the future. Kirby expressed his aspiration to ensure United Airlines never again faces employee layoffs, emphasizing its commitment to its workforce. Porat aimed to expand Alphabet's influence into space by launching an AI data center, reinforcing her dedication to efficient resource utilization and delivering superior experiences.

Ford expressed his excitement about keeping the company at the forefront of American automotive innovation, aiming for its continued success and delivering value to customers while enhancing their lives.

TIME100 Talks: Built to Last: The Enduring Power of Iconic American Brands was a platform sponsored by Ford Motor Company.