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The U.S. dietary supplement market was valued at about $68.7 billion in 2025 and is projected to reach roughly $131 billion by 2033, making it one of the fastest-growing segments in consumer wellness.
That scale is what Kat Cole is operating in as CEO of the health drink AG1. Cole’s first job out of high school was as a server at Hooters, and she rose to become vice president by age 26. She later went on to reposition Cinnabon as its president, helping drive the brand’s growth and modernization.
Her approach to growth centers on disciplined decision-making, proximity to the business, and focus. The best leaders, like Cole, are making fewer, better decisions after building the right teams and systems.
Cole joined me on The Big Idea from Yahoo Finance to discuss how she thinks about leadership. Here are three takeaways from her playbook.
1. Great leaders make fewer, better decisions.
Leadership often gets associated with constant decision-making. Cole described a different reality.
“I heard someone say once that a CEO who’s stepping into their role properly actually isn’t making a lot of decisions; the team is,” Cole shared. “The few (decisions) that get to the CEO are obviously the ones that a great team still needs that extra layer of decision making on. Essentially, I get the best of the best and the worst of the worst situations and decisions.”
The responsibility shifts toward building a team that can handle most decisions independently. What reaches the CEO carries more weight and requires sharper judgment. That structure improves speed across the organization while preserving clarity at the top.
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