Sometimes, reaching the highest levels of leadership begins with something as basic as a postage stamp. General Motors CEO Mary Barra has emphasized that she personally replies to “every single letter” sent to her.
Even while steering a colossal $75 billion automaker—and in an age where technology can turn drafting emails into a task of mere seconds—Barra continues to respond the traditional way: using pen and paper.
The correspondence she gets covers a broad spectrum, from devoted Chevrolet owners telling her their vehicle’s pet name to students expressing worries about their family’s prospects following the shutdown of a GM facility. Regardless of whether the sentiment is positive or critical, each letter receives a reply.
“I get [letters] from customers … when their odometer turns over to 200, 300, 400 thousand miles,” Barra stated at an event in December. “I also get letters from consumers who are unhappy about something, and I respond to every single letter I receive. To me, this is such a special business.”
Despite being among the most occupied executives in the automotive sector—frequently leading rankings—Barra has always considered deliberate communication an integral part of her role. It’s a practice she has maintained during her entire ascent at GM, starting on the factory floor and continuing into the executive suite. “You won’t always be right, but no one’s right all the time,” she has remarked.
For employees, customers, or total strangers, this approachability can make the CEO’s office appear more accessible than one might think.
The personalized response can lead to lasting respect and brand loyalty
Carolyn Rodz, who founded a virtual startup accelerator for women, once wrote to Barra without any prior connection. The reply she got was unexpected.
“What really made me respect this woman, who I am a complete stranger to, was the personalization of her response. She not only acknowledged my request and respectfully declined, but she took the time to encourage my pursuit and commended me on my efforts,” Rodz wrote in 2015.
Rodz further noted that the handwritten note accomplished more than just providing an answer—it fostered loyalty and deep respect.
“She validated my vision and affirmed my commitment,” Rodz said. “Truth be told, she built such loyalty in just a couple of paragraphs that I’m considering buying a GM car next time I’m in the market.”
In a time when top leaders often appear insulated by corporate structures and PR teams, Barra’s habit is distinctive. It is a modest action that sends a powerful signal: in a commercial environment rapidly adopting automation, a personal human connection remains significant.
“It’s people like Mary Barra, however, who remind me that our words have significant value and an opportunity to impact others in ways we may never know,” Rodz said.
Other CEOs are keeping handwritten notes alive, too
The practice of handwriting letters is not unique to Barra. For First Watch CEO Chris Tomasso, penning traditional notes of gratitude is a key leadership routine.
The leader of the breakfast and lunch chain, which generates $1 billion in annual revenue, dedicates time monthly to write congratulatory messages by hand to kitchen staff and dishwashers marking significant anniversaries—10, 20, or even 30 years with the firm. With over 15,000 employees, Tomasso has written more than 500 such notes, convinced this minor act can have a major effect: showing workers their dedication is recognized and valued.
“Our job is to create an environment where our employees are happy and feel appreciated, and they take care of the rest,” Tomasso said in an interview.
Geoffroy van Raemdonck, CEO of Neiman Marcus Group, is another leader who relies on personalized communication. Prior to the pandemic, he would send three to five handwritten thank-you notes daily. As remote and hybrid work became common, he added texts, emails, and brief calls to his routine—but the core purpose remained unchanged.
“I was taught by great mentors of the power of sending a thank-you note,” van Raemdonck has said. “It’s really important for me—the moment of ‘thank you’—because I know what it is to receive a thank-you, to be acknowledged.”
Many business leaders don’t just write handwritten notes; they also make a point of reading them—and such correspondence can sometimes lead to a career opportunity.
For Joey Gonzalez, executive chairman of the premium fitness brand Barry’s, an unsolicited message is how he discovered the individual who would eventually become the company’s CEO. He advises that individuals should be prepared to take chances and convey their enthusiasm, as it’s impossible to predict what opportunities it might create.
“If you’re going to cold email someone, and you can’t be passionate about the service or the product or whatever it might be, it’s not going to be a compelling email,” Gonzalez said.
“But if you send someone an email that’s like, ‘Hey, I just want to let you know I’ve been doing Barry’s for a year, and it’s changed my life. This is my résumé, and maybe one day you’ll have something for me’—it just goes a long way.”