Ursula Burns is the first Afroglobal woman to become CEO of a Fortune 500 company, known for direct communication, transparency, and a refusal to shrink herself in rooms where she was historically excluded.

Burns consistently communicated a deep belief in equity, opportunity and the transformational power of education and hard work. Burn’s communication style demonstrates a great example of the Golden Circle of Leadership framework introduced by Simon Sinek consisting of three concentric circles, 1)Why, 2)How and 3)What.

Leading With “Why”: Purpose Before Strategy

Burns’s leadership was rooted in a powerful why: expanding opportunity, championing equity, and proving that excellence can come from anywhere. Her commitment to inclusive capitalism and social responsibility is well documented, including her advocacy for racial equity and economic fairness during and after her tenure at Xerox.
This purpose-driven core made her leadership resonate far beyond corporate walls.

“How”: A Leadership Style Built on Honesty and Bold Action

Burns was known for direct communication, transparency, and a refusal to shrink herself in rooms where she was historically excluded. She navigated major transformations at Xerox, helping restructure the company during a critical turnaround period.
Her how was defined by:

• Straightforward decision-making
• Deep loyalty to her teams
• A commitment to developing diverse talent
• Courage to challenge outdated systems

These behaviours made her leadership not only effective but deeply human.

“What”: Transforming Xerox and Redefining Corporate Leadership

The what of Burns’s leadership is extraordinary: becoming the first Afroglobal woman CEO of a Fortune 500 company, leading Xerox through global expansion, and later guided major organisations like VEON while serving on influential boards.
Her achievements demonstrates what is possible when purpose and method align.

Why Her Impact Endures

Burns showed that leadership grounded in purpose can break ceilings, shift cultures, and inspire generations. Her Golden Circle alignment made her not just a successful executive, but a transformational figure whose legacy continues to shape modern leadership.

By Samantha Rockson

(Rocks PR)