What does it take to reinvent culture in one of the most tradition-bound industries in the world?

In this episode of The Conscious Capitalists’ Future Focused Summer Series, hosts Timothy Henry and Dustin Shell sit down with Christopher Stubbs, global thought leader in brand strategy and innovation, and the mind behind Virgin Voyages’ award-winning customer experience. Together, they explore how Virgin reimagined not just the cruise experience for customers, but also the culture for its crew - breaking free from outdated norms of hierarchy, tipping systems, and rigid structures.

Chris takes us inside the bold cultural experiments that fueled Virgin Voyages’ launch - from designing a purpose-driven brand to pioneering a fixed-wage compensation model that created unprecedented trust, collaboration, and innovation at sea. His story reveals how organizations can create environments where employees feel secure, valued, and empowered to innovate - even in industries resistant to change.

This isn’t just a conversation about cruises - it’s a blueprint for leaders in any sector who want to future-proof their organizations by putting people and purpose at the center.

Listeners will gain insights into:

• How Virgin Voyages broke with industry norms to design a culture from scratch
• Why traditional cruise ship hierarchies and pay models stifled innovation — and what replaced them
• The power of purpose as more than words on a slide deck
• How bold leadership decisions (like eliminating tips in favor of guaranteed wages) unlocked collaboration and psychological safety
• What it takes to lead with authenticity and courage in the face of uncertainty
• Practical lessons for building organizations where people thrive and innovation flourishes

Whether you’re a CEO navigating disruption, a startup founder crafting culture, or a leader seeking to align purpose with practice, this episode offers an inspiring case study in how to build a truly conscious enterprise.

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For transcripts and show notes, please go to: https://www.theconsciouscapitalists.com

This show is presented by Conscious Capitalism, Inc. (https://www.consciouscapitalism.org/) and is produced by Rainbow Creative (https://www.rainbowcreative.co/) with Matthew Jones as Executive Producer, Rithu Jagannath as Lead Producer, and Nathan Wheatley as Editor.

Thank you for your support!

- Timothy & Dustin