Laurent Therivel on rebranding

About Laurent Therivel

Laurent Therivel, the former president and CEO of UScellular, appeared on the CBS series *Undercover Boss* in March 2022, where he worked incognito alongside frontline employees. During the episode, he described the company's focus on connecting rural communities, stating that its larger competitors "are focusing on the big cities, and Roy felt that rural towns deserve the same level of connection." He also addressed operational challenges he observed, such as a lengthy sales process, and announced several changes, including a $17 million investment in automation and the creation of a team to address the issues he identified. He provided employees with financial gifts, including a $50,000 safety net and a $40,000 college fund, and stated, "If we don't grow, we die, and I've got 5,000 employees that are counting on me." In subsequent interviews and public appearances, Therivel discussed the sale of UScellular's wireless business to T-Mobile for $4.4 billion, a process he said took two and a half years. He emphasized the importance of mission and purpose, noting that after the deal was announced, employee attrition decreased because of the company's strong culture. Therivel, a Marine Corps veteran, frequently referenced leadership lessons from his military service, such as the principle that "your people eat first" and the concept of "commander's intent." He also spoke about the challenges of balancing the interests of shareholders, customers, and employees, and advised that leaders should "establish a mission" and then "get obstacles out of your team's way." Following the sale, Therivel described himself as "happily unemployed" and said he was waiting to see what his next chapter would be.

Profile compiled from Laurent Therivel's verified public interviews and appearances. See all quotes & transcripts →