Safaricom CEO Peter Ndegwa has built his leadership philosophy on a principle he calls “mission leadership,” a model that replaces control with trust and transforms strategy into culture.
Speaking during an interview on Cleaning The Airwaves (CTA), Ndegwa shared insights from his leadership journey spanning three decades and in multiple continents, from East African Breweries Limited (EABL) to Diageo and now Safaricom.
“When you tell people what needs to be achieved, not how to do it, you create ownership,” Ndegwa said.
“You can have the best plan in the world, but if your people don’t believe in the mission, it won’t work.”
The idea, rooted in the military concept of “mission command,” was born out of his early experiences at EABL, where bureaucratic approvals often slowed progress.
By giving teams autonomy to execute clear goals, Ndegwa saw faster decision-making, more innovation, and improved morale. “When people understand why they’re doing something, they surprise you,” he said.
At Safaricom, this thinking drives major initiatives from digital transformation to sustainability programs.
“My job is to make the mission so clear that anyone in the company can explain it in one sentence,” he explained.
During the COVID-19 pandemic, he said, the mission was simple: keep Kenya connected. “People didn’t wait for instructions; they just acted,” he recalled.
Ndegwa argues that traditional management models based on control are outdated. “Leaders think they must have all the answers. But control is not leadership, clarity is,” he said.
To him, trust is the real currency. Through open conversations with staff at every level, he fosters a culture where ideas can flow freely and failure is treated as part of learning.
For Corporates in Kenya, Ndegwa’s message is clear: simplify your vision, empower your people, and lead with purpose.
“If people in Safaricom can make good decisions without me in the room, that’s success,” he said. “Leadership is measured by what happens after you’ve left.”