Executives Share Strategies for Business Recovery After Crisis

Companies often face dual challenges following a crisis: addressing public perception while revitalizing internal culture. Two executives who have successfully navigated this turbulent terrain are Carla Vernón, CEO of The Honest Company, and Jessica Berman, Commissioner of the National Women’s Soccer League (NWSL). During the 2025 Masters of Scale Summit, they discussed strategies for regaining employee trust and reframing business strategy.

The Honest Company, founded by actress Jessica Alba, encountered significant difficulties when it faced a shareholder revolt and saw its stock plummet by 82 percent from its initial public offering price. Public scrutiny over the safety and efficacy of its products further complicated the situation. Similarly, the NWSL grappled with a damaging culture of sexual misconduct that ultimately threatened the league’s existence. Berman highlighted the league’s precarious position, stating, “The league was really at a crossroads and the crossroads was do we go out of business and potentially restart?”

Berman’s approach focused on establishing a constructive relationship with players. Drawing from her experience as a labor lawyer rather than an athlete, she recognized the importance of humility and vulnerability in leadership. “What I heard from the players was, while they lacked confidence in the league, they actually did want the league to succeed,” Berman explained. Her outsider perspective allowed her to reset the culture within the NWSL and rebuild trust.

Vernón faced a different challenge. Transitioning from large corporations like General Mills and Amazon, she needed to adapt her communication style to resonate with her younger, purpose-driven workforce. “Sixty-six percent of my employees are millennial or Gen Z, so they’re younger,” she noted. “I knew that I couldn’t bring the tools from old corporate America.” Recognizing the need to create a workplace culture that aligned with her values as an Afro-Latina woman, Vernón emphasized the importance of diversity and inclusion.

Building a Culture of Belonging

Both leaders agree that rebuilding company culture hinges on fostering a sense of belonging among employees. Vernón stated, “I get to create a place where our employees can feel seen.” She introduced initiatives such as diverse boards and employee resource groups (ERGs) that promote allyship and community rather than division.

Berman echoed this sentiment, asserting that the success of the NWSL depends on the relationship with its players. “There is no business in professional sports without a constructive, productive relationship with your union and the players,” she said. Her commitment to inclusivity has resulted in a loyal fan base, with NWSL supporters describing their connection to the league in terms of “vibes,” signifying happiness, joy, and a sense of belonging.

Embracing Diversity as a Strength

While some organizations shy away from diversity initiatives, Vernón and Berman have embraced them as key to rebuilding and enhancing their respective companies. “We are the embodiment and the combination of the do good, do well model,” Berman remarked. She emphasized that investing in women’s sports is not just a moral imperative but also a sound business strategy. “If you close your eyes and think of greatness and soccer in America, you think of women first,” she added.

The connections formed within these organizations extend beyond their immediate teams. Loyal customers of The Honest Company support the brand despite a 64 percent decline in stock value year-to-date. Similarly, NWSL fans report a profound sense of community that distinguishes their experience from other sports leagues.

Through their efforts, Vernón and Berman demonstrate that effective leadership during a crisis involves more than rectifying external issues. It requires a commitment to fostering an inclusive culture that resonates with employees and customers alike. As both companies continue to navigate their respective challenges, their strategies offer valuable insights for organizations aiming to rebuild and thrive in the aftermath of a crisis.