Glenn Lurie’s Three P’s: The Leadership Playbook for 2025

Why Business Leaders Still Struggle—And How Lurie’s Approach Solves It 

Leadership in 2025 looks vastly different from a decade ago. AI is reshaping workflows, remote and hybrid teams are the norm, and business agility is more critical than ever. Despite this evolution, many leaders struggle with the same fundamental challenge:

• How do you build a thriving company culture in an era of digital transformation? 
• How do you keep employees engaged when automation is replacing traditional tasks? 
• How do you lead a workforce that’s more dynamic, independent, and global than ever? 

For Glenn Lurie, the answer has always been simple yet powerful: People, Purpose, and Passion—the Three P’s. 

This philosophy, which he developed during his leadership at AT&T, Synchronoss Technologies, and now Stormbreaker Ventures, isn’t just a leadership mantra—it’s a practical strategy for navigating change and driving long-term success. 

Let’s break down how Lurie’s Three P’s apply to today’s rapidly evolving business landscape. 

Lesson 1: People—Your Business is Only as Strong as Your Team 

In 2025, AI is capable of handling customer service, data analysis, content creation, and even strategic decision-making. But one thing it can’t replace? Human creativity, leadership, and emotional intelligence.

Glenn Lurie has always maintained that companies rise and fall based on how well they treat their people. As the former President and CEO of AT&T Mobility, he was responsible for over 100,000+employees and contractors. With a workforce that massive, creating a unified culture wasn’t just a priority—it was a necessity for survival and success.

Lurie’s solution? A leadership approach rooted in personal connection. He believed that employees aren’t just assets—they’re the foundation of a company’s success.

How Leaders Can Apply This in 2025 

• Invest in Employee Growth – AI and automation are creating new job roles while making others obsolete. Leaders must train, reskill, and empower their teams rather than simply replace them.
• Build a Culture of Trust—Remote work is here to stay. The most successful companies prioritize communication, collaboration, and a strong team dynamic, even from a distance.
• Recognize & Reward Impact – Studies show that companies with strong recognition programs have 31% lower turnover rates. Lurie has always advocated for acknowledging employees’ contributions, no matter how big or small.

The 2025 Reality Check: 

Companies that fail to prioritize their people will experience high turnover, disengagement, and a lack of innovation, even as AI makes processes more efficient.

Lesson 2: Purpose—Employees Need More Than Just a Paycheck 

A 2025 workforce study revealed a striking statistic: 74% of employees say they want to work for a company with a clear mission that aligns with their values.

This is precisely why Lurie’s second P—Purpose—has never been more relevant.

How Leaders Can Apply This in 2025 

• Clearly Define Your Company’s Mission – If you asked 10 employees what your company’s purpose is, would they give the same answer? A unified mission fuels engagement and performance.
• Tie Individual Roles to the Bigger Picture—Employees need to see how their daily contributions contribute to the company’s success. Managers should consistently connect tasks to impact.
• Engage Employees in Strategic Decisions – When workers feel involved in shaping the future of a company, they become more invested in its success.

The 2025 Reality Check: 

A company without a clear purpose will struggle with low morale, high attrition, and a workforce that is disconnected from long-term goals.

Lesson 3: Passion—The Hidden Force Behind Every Great Company 

If People and Purpose are the foundation, then Passion is the fuel that keeps a business moving forward.

Glenn Lurie is known for saying, “If you love what you do, it’s not work.” That simple mindset has driven his success from his early days at McCaw Cellular (later acquired by AT&T) to his leadership in emerging tech and venture capital.

Why Passion Matters More Than Ever in 2025 

• AI and automation are solving more problems than ever—but it still takes human passion to ask the right questions and drive innovation.
• Passionate employees are more resilient—they are better at adapting to change, tackling challenges, and staying committed in uncertain times.
• A passion-driven company attracts top talent—organizations that genuinely love what they do become magnets for the best and brightest minds.

How Leaders Can Apply This in 2025 

• Hire for Passion, Not Just Skills—Skills can be taught, but passion is what motivates people to go the extra mile.
• Create an Environment Where Passion Thrives – Encourage creativity, risk-taking, and a culture that supports innovation rather than rigid structures.
• Lead with Passion Yourself: If leaders aren’t passionate about their vision, why should their teams be? Lurie believes that enthusiasm is contagious and starts at the top.

The 2025 Reality Check: 

Without passion, businesses lose their creative edge, employees disengage, and long-term growth stalls—even with cutting-edge technology in place.

Final Thoughts: Why Glenn Lurie’s Three P’s Still Matter in 2025 

With AI revolutionizing industries, remote work reshaping company cultures, and automation changing traditional career paths, business discipline has never been more important.

Glenn Lurie’s Three Ps—people, Purpose, and Passion—offer a leadership playbook that can withstand even the most disruptive technological advancements.

In 2025 and beyond, successful companies won’t be the ones that simply embrace AI and automation. They will be the ones that:

✔ Put people first, recognizing that employees drive innovation, not just technology.
✔ Ensure every team member understands their purpose and how they contribute to the company’s mission.
✔ Cultivate passion in their workforce, knowing that engaged employees are the real competitive advantage.

Lurie’s leadership philosophy is not just a theoretical framework—it’s a practical guide for building, sustaining, and scaling great companies in an unpredictable world.

Now, the Question Is: Will You Apply It? 

The future of business belongs to those who lead with discipline, clarity, and heart. Will your company be one of them?

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