Due Diligence

“People don’t care how much you know until they know how much you care.” – Doug Conant – Business Leader

This quote encapsulates a central tenet of effective leadership: authentic connection precedes credible influence. Doug Conant, the speaker, is an internationally respected business leader renowned for his transformation of major American corporations and for his passionate advocacy of purpose-driven leadership. Throughout a career spanning more than four decades, Conant has consistently championed the primacy of empathy, trust and genuine engagement in leading change, especially during times of organisational upheaval.

Conant’s perspective on leadership is rooted in extensive and tested experience. After beginning his career in marketing at General Mills and Kraft Foods, he ascended to the role of President of Nabisco Foods Company, where he navigated a period of intense corporate restructuring and private equity ownership. His leadership resulted in five consecutive years of sustained sales, market share and double-digit earnings growth. He then became CEO of Campbell Soup Company at a crucial point when the company faced significant challenges and declining value. Conant orchestrated a turnaround widely regarded as one of the most successful in the food industry’s recent history, fostering not only financial recovery but also a revitalised culture centred on trust, performance, and inclusion.

Following his corporate career, Conant founded ConantLeadership, a community devoted to studying and teaching ‘leadership that works’—an ethos built on the conviction that personal authenticity and care for others are prerequisites for sustainable organisational success. His influence continues through bestselling books (TouchPoints and The Blueprint), frequent keynote addresses, and leadership development programmes designed for all levels, from administrative assistants to C-suite executives. Notably, Conant channels resources from his initiatives into advancing leadership in the non-profit sector.

Origin of the Quote

The phrase “People don’t care how much you know until they know how much you care” reflects a view that transcends technical competence: it is not merely expertise, but also empathy, vulnerability, and connection that inspire trust and mobilise collective effort. Conant repeatedly tested and refined this principle as he led teams through difficult restructurings and cultural transformations. In his writings and teachings, he emphasises that leaders must earn the right to be heard by first demonstrating genuine concern for their colleagues as people—listening, recognising individual contributions, and building an emotional foundation for effective collaboration.

Related Theorists and Their Influence

The underpinning values of Conant’s quote resonate with several leading theorists and foundational literature in leadership and organisational behaviour:

• Dale Carnegie: In How to Win Friends and Influence People, Carnegie advanced the idea that showing sincere interest in others is the bedrock of influence and rapport-building. Carnegie’s work is often referenced as a precursor to modern emotional intelligence concepts and continues to influence leadership development today.
• Stephen M.R. Covey: Covey, in works such as Trust and Inspire: How Truly Great Leaders Unleash Greatness in Others, argues that trust is the primary currency for productive leadership, and that leaders inspire excellence only when they practise authentic care. His father, Stephen R. Covey, popularised the notion of ‘principle-centred leadership’.
• Gary Chapman: Chapman’s work (Making Things Right at Work) explores how trust, empathy, and conflict resolution are necessary ingredients for cohesive teams and change leadership.
• Susan McPherson: In The Lost Art of Connecting, McPherson highlights the importance of intentional relationship-building for sustained leadership impact.

These theorists collectively reinforce the shift from transactional, authority-based leadership towards relational and values-driven models. Modern change leadership research consistently finds that employee engagement, resilience, and discretionary effort are all strongly correlated with perceived authenticity and emotional commitment from senior leaders.

Strategic Insight

Thus, Doug Conant’s quote is not simply an aphorism—it is a summation of the trust-based leadership philosophy that has become central to successful change management, stakeholder engagement, and organisational transformation. In an era marked by volatility, uncertainty, and constant adjustment, leaders who prioritise care and human connection are those most able to galvanise people, sustain performance, and leave enduring legacies.