By Jeffrey Hayzlett
I’ve sat across the table from a lot of executives over the years — CMOs, CEOs, boardroom legends, and even some hot-shot disruptors. But every once in a while, you talk to someone who doesn’t just talk about transformation; they’ve lived it. Multiple times.
That’s exactly what happened when I sat down with Babs Rangaiah, CEO of cc:babs, on All Business with Jeffrey Hayzlett.
Babs has one of those careers that makes you stop and say, okay, pay attention. He helped shape iconic brands at Unilever, IBM, Paramount, and Agency.com. He was deep in digital before most companies knew what a tweet was. He helped launch the Dove “Real Beauty” campaign — yes, that Dove campaign — the one that changed how brands talk to real people, not just idealized consumers.
But here’s the thing: this conversation wasn’t about bragging rights. It was about reinvention.
Living the Future Before It’s Comfortable
When Babs talked about digital transformation, it wasn’t theory. He was there when Unilever ran the first-ever user-generated campaign and aired a consumer-made ad during the Academy Awards back in 2004. He was there when YouTube wasn’t a sure bet; social media wasn’t “safe,” and mobile wasn’t even on the radar.
And his philosophy was simple but uncomfortable for a lot of leaders: You can’t lead what you refuse to live.
Babs pushed executives to get on Twitter, Facebook, and emerging platforms not because it was trendy, but because you can’t understand a space from a PowerPoint slide. You have to experience it. Otherwise, you’re just translating old thinking into new channels and that never works.
That mindset didn’t just win awards (he was named Digital Marketer of the Year — twice). It helped future-proof brands that were willing to take managed risks early instead of catastrophic risks later.
The Four Stages of a Career (And Why Timing Matters)
One of my favorite moments in the conversation was when Babs laid out what he believes are the four stages of a career:
Learning – where you’re gaining far more than you’re giving
Fame – not celebrity, but becoming known for your expertise (what we call thought leaders)
Money – monetizing that experience and reputation
Dream – doing work that aligns with purpose, flexibility, and impact
Here’s the kicker: you can have it all, but you can’t have it all at once.
Too many people either jump too early or stay too long. Babs didn’t. He took risks, but they were thoughtful risks. Moving into digital in the ’90s. Taking global roles. Going expat. Launching new platforms. Each move stretched him, but none were reckless.
And that matters, especially for leaders who think reinvention means burning everything down.
From Corporate Leader to Purpose-Driven Coach
Eventually, Babs hit a different kind of inflection point. After decades inside some of the biggest companies in the world and after deep leadership work that helped him define his personal purpose he realized something surprising:
His real calling wasn’t just building brands. It was building people.
So, he did something most executives talk about but rarely do well: he prepared. He went back to school. Earned his executive coaching certification at Columbia. And launched cc:babs, where he now coaches CMOs and senior leaders navigating disruption, AI, MarTech, career pivots, and identity shifts.
And because he’s been in the seat, his coaching isn’t academic. It’s real-world, high-stakes, and deeply human.
He’s helped leaders land roles after layoffs. Reframe their narratives. Navigate fear. And step into bigger versions of themselves, quietly, confidentially, and powerfully.
No spotlight. No applause. Just impact.
Luck, Preparation, and Paying Attention
We also talked about luck and Babs nailed it.
Luck matters. Where you’re born. Who answers the phone. One email sent at the right moment. But luck favors people who pay attention, prepare, and show up ready.
Hard work doesn’t eliminate luck, but it invites it.
What I Learned
At the end of every show, I ask myself one question: What did I learn?
Here’s what I learned from Babs Rangaiah:
- You can build an incredible career and then build another one
- You can take risks without being reckless
- You can stay relevant if you’re willing to stay curious
- And reinvention isn’t a crisis, it’s a strategy
Babs didn’t walk away from his past. He built on it. And now he’s helping others do the same.
That’s not just good business. That’s smart leadership.
Watch the full episode on C-Suite TV:
