Edwin Kriel excelled in career, fatherhood, and executive education, honouring his family by turning his success into theirs.
Edwin Kriel (39), representing Stellenbosch Business School, stepped onto the graduation stage at Stellenbosch University’s March graduation ceremony, carrying the weight of lessons learned through challenge, sacrifice, and an unwavering commitment to growth.
Edwin’s journey was anything but easy. He juggled a demanding career, a young family, and an MBA, entering the programme in a role he had mastered over the years as head of international sales at his workplace. But when he transitioned into a general manager role at one of their factories, he was thrown into a high-stakes leadership challenge that would put his academic insights to the test in real time.
“I inherited a plant with serious operational and cultural challenges. Trust was low, morale was shaky, and I had to stabilise performance while juggling MBA deadlines and raising three children. It was the most intense period of my career.”
One of the toughest moments came during the module on contemporary decision making – a humbling experience that pushed Edwin into unfamiliar academic territory and made him doubt his abilities at times. “Ultimately,” he said, “that module taught me the power of persistence and trusting the process.”
Ironically, the more he excelled, the more pressure he felt. After outperforming his expectations in his first year, Edwin suddenly found himself in the running for a cum laude – a distinction that added immense pressure to every test and assignment. But in his second year, he let go of that pursuit.
“There was one module where I didn’t perform as well, and oddly enough, it was a relief. It freed me from the constant chase for top marks and reminded me why I was doing this: to learn, grow, and apply my knowledge meaningfully, rather than obsessing over a final grade.”
Edwin’s MBA became a blueprint for transformation and impact; not just theory. At his new, challenging job, he walked into a fractured organisational culture, where leadership changes had left employees disengaged and wary of new initiatives. Instead of forcing change from the top down, Edwin took an approach he had refined during his MBA: listening, aligning leadership, and creating a values-driven work environment. Slowly, things started to shift.
“At first, there was resistance. People were sceptical. But then, one day in a management session, something changed. The team stopped waiting for instructions and started holding each other accountable. Instead of saying ‘they’, they started saying ‘we’. That’s when I knew the turnaround had begun.”
Through leadership coaching, open dialogue, and a commitment to long-term culture change, he saw the factory not just improve operations, but rebuild trust and morale.
The power of values-driven leadership
While technical skills are essential, Edwin’s most profound lesson came from lectures on values-based leadership presented by the former director of Stellenbosch Business School, Prof Mark Smith.
“Before the MBA, I viewed leadership through the lens of performance and influence. But Prof Smith introduced me to the concept of leading from your core values. That shifted everything for me.”
Edwin began integrating values such as integrity, ambition, and loyalty into his leadership approach, which was something that carried over into both his career and his personal life. “When values and actions align, leadership becomes not just effective, but inspiring.”
For Edwin, the MBA journey was never one he travelled alone. This achievement belonged to his family, too. “My wife was with me every step of the way. She saw the long hours, the stress, and the sacrifices it took to balance everything. When I finally graduated, she was incredibly proud because she had lived this journey alongside me.”
His three young children may not have fully understood the complexity of an MBA, but they knew one thing: Daddy was studying hard. “They’d ask me how many more assignments I had left and their curiosity kept me grounded. It reminded me why I was doing this: to set an example for them, to show them the value of hard work and perseverance.”
To celebrate the milestone, Edwin hosted a small, intimate gathering at home with close friends and family. But he had one more surprise: he created gold medals for his wife and children, handing them out in a symbolic gesture of shared achievement. “The degree may have my name on it, but the journey belonged to all of us.”
Looking ahead: A legacy of purposeful leadership
As Edwin looks to the future, his vision is clear: he doesn’t just want to lead a business; he wants to lead with purpose. For him, leadership is about building cultures that empower people, drive innovation, and leave a lasting impact, not just profitability.
“In five years, I see myself as a CEO of a purpose-driven organisation. I want to lead a company that balances commercial success with people development and community impact.”
If his MBA journey has proven anything, it’s that growth doesn’t happen in comfort; it happens in challenge, in resilience, and in the moments when you choose to keep going.