Diversity, Equity, and Inclusion (DEI) in many circles has all become a dirty word over the past few years. Companies have responded in varies ways – ranging from doubling down on DEI commitments, dismantling DEI, putting their head in the sand and completely avoiding the topic all together.  

Yet, study after study has proven that diverse teams improve performance, creativity, and stakeholder value.  Diverse teams bring fresh perspectives, reduce group thinking, and better mirror the diverse markets and communities’ organizations serve, ultimately driving improved financial and operational outcomes. 

As a former CEO with over 30-years leading a California based housing and mental health organization served over 65,000 youth and families, I’ve spent my career building high performance diverse teams, training institutions on the value of diversity and how to successfully engage their constituents – those communities of color.  

Historically, each time racial tensions have surged between institutions and communities, the root of the issue is often clear: the lack of diverse voices in decision-making spaces like boardrooms and C-suites. Without individuals who bring lived experiences to these discussions, critical perspectives are missing, heightening the risk of unintentional but damaging missteps that erode brand reputation and public trust. 

We don’t have to look far to see well-known brands backpedaling and apologizing for avoidable errors stemming from the lack of diverse voices in development and oversight. These “rookie mistakes” underscore why diverse representation is not just beneficial but essential – such voices drive responsible innovation and enable companies to authentically resonate with their consumers. 

For example, in October 2024, The Kraft Heinz Company faced significant backlash over advertising campaigns around their ketchup brand that were criticized for perpetuating negative racial stereotypes. In response to the criticism, Heinz issued an apology, acknowledging their ad could have "unintentionally perpetuated negative stereotypes" and expressed a commitment to "listen, learn, and improve to avoid this happening again in the future." 

Similarly, in October 2024, Bath & Body Works introduced the "Snowed In" candle, featuring a snowflake design that some customers felt resembled Ku Klux Klan hoods. The company swiftly removed the product from stores and issued an apology, emphasizing that the resemblance was unintentional and committing to reviewing their design processes to prevent future issues. Let me remind readers that they made a similar misstep in 2022 with the company responding by donating $500,000 to the National Urban League.  

These examples remind us of the critical importance of diverse voices at the table. When companies commit to DEI not just as a checkbox but as an ongoing mission, they foster genuine connections with the communities they serve and build a foundation for sustainable success. 

Insights from 100 Black Voices Project 

As a graduate of Santa Clara University’s Black Corporate Board Readiness (BCBR) program, I had the privilege of honing my board service skills under the guidance of industry leaders and advisors like Barry Lawson Williams. A veteran of 14 public boards, Williams created the Black Corporate Directors Time Capsule Project to capture seasoned Black directors' insights for future leaders. His 100 Black Voices project further underscores the essential role of diversity – not just for equity but for resilience, innovation, and long-term value. Drawing on Williams’ insights and research, this blog highlights key takeaways from his work, offering valuable strategies for building strong, diverse boards that contribute to long-term organizational success.  

The Importance of Board Diversity in Technology Companies 

In today’s rapidly evolving technological landscape, the need for diverse leadership in boardrooms has never been more critical. As businesses face unprecedented challenges and opportunities, having a board of directors that reflects varied perspectives, experiences, and skillsets is vital to driving innovation, addressing global markets, and creating shareholder value. Barry Lawson Williams, a leading voice on corporate governance and diversity, provides compelling insights into why diversity is not merely an ethical goal but a strategic necessity for technology companies. 

Diversity Drives Innovation and Business Success 

One of the most significant takeaways from Williams’ interviews with Black corporate directors, as detailed in his 100 Black Voices project, is the undeniable link between diversity and business performance. In the technology sector, where companies must consistently innovate to stay competitive, diverse perspectives are essential. As highlighted in the interviews, diversity helps combat "group think," which can stifle creativity and lead to poor decision-making. Boards that include members from varied cultural, gender, and professional backgrounds are more likely to explore new ideas, question assumptions, and make decisions that reflect a broader understanding of the marketplace. 

In a world where technology touches every aspect of our lives, from healthcare to education to finance, having board members who understand the needs of diverse customer bases can significantly enhance a company’s ability to serve these markets effectively. As Williams and his interviewees emphasized, diversity on boards leads to better decision-making, fosters innovation, and ultimately contributes to increased shareholder value. 

Overcoming Challenges: Persistence, Collaboration, and Advocacy 

Williams' findings also underscore the challenges minority directors face, particularly in today’s socio-political climate, where diversity, equity, and inclusion (DEI) initiatives are sometimes met with resistance. Despite these headwinds, directors from diverse backgrounds must remain persistent and vocal advocates for change. Williams highlights the importance of collaboration and mentorship, both from minority directors and their allies. For technology companies, where rapid growth often outpaces the development of inclusive cultures, having a board that champions diversity can create a ripple effect throughout the organization.