For Etienne (39), leadership was never about climbing the corporate ladder – it was about building something meaningful, empowering people, and constantly evolving. In April 2024, just months before completing his MBA at Stellenbosch Business School, everything changed for him.

“I logged onto a Microsoft Teams call, expecting a routine update. Instead, I was told my role had been made redundant. Just like that, my stability, and my sense of professional identity were gone.”

This experience became the turning point that redefined his leadership journey. Just one week later, he pivoted into an entirely new field – helping develop AI coaching technology. Within months, he stepped into the biggest role in his career yet: Group CEO of Col’Cacchio.

His story is not just about bouncing back; it’s about transforming failure into opportunity, embracing vulnerability as a leadership strength, and proving that reinvention is always possible.

“I was too proud to ask for help”: The breaking point

By the time Etienne registered for his MBA, his career trajectory had been fast and intense. He went from Ernst &Young (EY) in New York and Bermuda to scaling a business process outsourcing (BPO) company in South Africa. “I was driven, but I had one flaw: I couldn’t say no. I kept taking on more responsibilities, convincing myself that I had to hold everything together. By the end of 2023, I was burnt out.”

Despite the exhaustion, Etienne convinced himself that he could fix everything by working harder. The redundancy announcement came just weeks later and, in that moment, the fear of failure – something he had spent his entire career trying to outrun – became real. “For years, I had seen failure as the worst thing that could happen. But that day, I realised failure wasn’t an end – it was a beginning.”

By Thursday of the same week, Etienne was in an interview for a new role, working with associate professor at Stellenbosch Business School, Dr Nicky Terblanche, on AI coaching technology. By Monday, he had started his new job. “The transition was surreal. I went from leading a massive corporate team to working in a tech startup within days. It wasn’t about salary or security – it was about rebuilding, learning, and stepping outside my comfort zone.”

His short time in the AI space restored his confidence, allowing him to rethink his leadership philosophy. He realised that his true purpose wasn’t just climbing ranks, it was creating impact. Then, an opportunity landed on his desk; Col’Cacchio was looking for a Group CEO. “I read the job description and instantly knew: This is it.” He applied, went through the recruitment process, and was appointed Group Chief Executive Officer (CEO) of the iconic restaurant brand in 2024.

“I had to fail to learn how to lead”

Today, as CEO, Etienne’s leadership style is radically different from before. Inspired by Brené Brown’s principles of vulnerability in leadership, he has made psychological safety, innovation, and failure-friendly learning environments core to Col’Cacchio’s culture. “For years, I was afraid of failure. Now, I encourage my team to fail fast and learn faster. If we aren’t making mistakes, we aren’t pushing boundaries.”

But for Etienne, business success isn’t enough. His next goal is to create an academy that trains young people from underprivileged communities in restaurant industry skills. “I want my legacy to be more than just numbers on a balance sheet. I want to build something that outlives me – something that creates opportunities for others to succeed.”

“Don’t chase titles. Chase purpose”: Advice for future leaders

Reflecting on his journey, Etienne has one piece of advice for aspiring leaders: “I used to think success was about job titles. I now know it’s about purpose. Find what drives you, align it with what you do, and don’t be afraid to fail. That’s how you grow. That’s how you lead.”