Any Dumbass Can Build a Great Culture: Leadership Lessons from WD-40's Garry Ridge

Episode Description

In this compelling episode of the Relentless Customer Leader podcast, host Dr. Chris Brown sits down with Garry Ridge, former CEO of WD-40 Company and author of "Any Dumbass Can Do It." During his remarkable 25-year tenure as CEO, Garry transformed a simple product into a global powerhouse spanning 176 countries, growing the company's market cap from $300 million to $3.6 billion.

Garry reveals the leadership philosophy that drove this success: creating a tribal culture where people feel they belong, matter, and can make choices without fear. Discover how reframing "failures" as "learning moments" and transforming "managers" into "coaches" helped build an organization where 98% of employees globally said they loved to tell people they worked for the company.

Whether you're leading a small team or a multinational corporation, you'll gain practical insights on balancing compassion with accountability, measuring cultural health in today's dispersed workforce, and creating environments where people can deliver their "personal magnificence." This episode delivers a masterclass in customer-centric leadership that drives both cultural and financial results.

Show Notes

Key Topics Covered

• 00:46 - The origin story of WD-40 and how it got its iconic name
• 02:19 - WD-40's unfair market advantages and unique positioning strategy
• 04:14 - Garry's new book "Any Dumbass Can Do It" and its provocative message
• 06:30 - Building a "tribe" versus a traditional workforce
• 09:43 - Transforming failures into "learning moments" to eliminate fear
• 12:12 - Balancing being "tough-minded and tender-hearted" in leadership
• 14:08 - How culture directly impacts financial results and business performance
• 18:03 - Measuring cultural health in modern, dispersed workforces
• 22:09 - The story of Garry riding a horse in armor into Times Square
• 24:46 - Maintaining humility in leadership ("Even the queen sits down to pee")
• 27:22 - Navigating cultural differences in global business
• 33:26 - The four corners of CEO responsibility and the loneliness of leadership
• 36:00 - Personal leadership development and embracing "dumbassery"
• 39:56 - Building psychological safety through trust and reducing fear

Notable Quotes

• "Life is about maximizing learning moments. Failures turn into successes if we look at them that way."
• "Great leadership is a balance between being tough-minded and tender-hearted."
• "Culture is not a microwaveable event. It takes a crockpot approach."
• "A great economic outcome is the will of the people times the strategy."
• "In organizations, most people don't lie. They fake and hide. And the reason they fake and hide is because of fear."
• "Have a heart of gold and a backbone of steel."
• "Even the queen sits down to pee." (On staying humble as a leader)

Resources Mentioned

• Book: "Any Dumbass Can Do It" by Garry Ridge
• WD-40 Company

About Garry Ridge

Garry Ridge served as CEO of WD-40 Company for 25 years, growing the market cap from $300 million to $3.6 billion. An Australian native who relocated to the US, Garry transformed WD-40's organizational culture by focusing on creating a tribal environment where people feel they belong, matter, and can learn without fear. He currently coaches CEOs and is dedicated to helping leaders build cultures of belonging "where love, forgiveness, and learning inspire a happier, more connected world."

Connect With Us

• Website: https://relentlesscustomerleader.transistor.fm/
• LinkedIn: https://www.linkedin.com/in/christopherlbrown/
• Twitter/X: https://x.com/marketculture

Subscribe to the Relentless Customer Leader podcast on Apple Podcasts, Spotify, Google Podcasts, or wherever you get your podcasts.

Summary

In this conversation, Dr. Chris L. Brown speaks with Adrian Swinscoe about the evolving landscape of customer experience (CX) and the challenges organizations face in meeting rising consumer expectations. Adrian shares his journey into the world of CX, emphasizing the importance of understanding customer needs and managing expectations effectively. They discuss the barriers to creating a customer-centric culture, the significance of having a clear vision and strategy, and the attributes of leaders who excel in delivering exceptional customer experiences. The conversation highlights the need for organizations to bridge the gap between leadership and customer experiences, as well as the importance of creating space for strategic thinking in a meeting-heavy culture. In this conversation, Adrian Swinscoe discusses the importance of customer experience and how companies can effectively engage with their customers. He shares insights from his book 'How to Wow' and emphasizes the need for businesses to empower their employees to take ownership of customer experiences. The discussion transitions into the 'Punk CX' philosophy, advocating for a back-to-basics approach that prioritizes organizational creativity and bravery. Swinscoe also highlights the role of technology in creating space for innovation and the importance of being a relentless leader focused on growth and learning.

Takeaways

• Adrian Swinscoe's journey into customer experience began 20 years ago.
• Customer expectations are rising faster than brands can keep up.
• Brands often struggle with managing customer expectations effectively.
• Communication is key to filling the expectation gap.
• A clear vision and strategy are essential for a customer-centric culture.
• Leaders must genuinely care about customer experiences.
• Data-driven decision-making should include personal experiences.
• Organizations need to reduce the number of meetings to create space for strategic thinking.
• Leaders should prioritize their time to focus on customer-centric initiatives.
• Creating a culture of curiosity and care is vital for success. Empower employees to be 'Chief Experience Officers'.
• Meeting customer expectations is crucial for success.
• Trust and reliability are foundational to relationships.
• Basic execution can lead to strong customer relationships.
• Creativity and bravery are essential in business.
• Creating space allows for innovation and curiosity.
• AI can free up time for more meaningful customer interactions.
• Growth can be about quality, not just quantity.
• Questioning the status quo is vital for progress.
• Leaders should aim to disturb the comfortable and comfort the disturbed.

Titles

• Navigating the Customer Experience Landscape
• Understanding the Shift in Customer Expectations
• The Art of Managing Customer Expectations
• Building a Customer-Centric Culture
• Vision and Strategy in Customer Experience

Sound Bites

• "I really don't like bad service."
• "Our expectations as consumers are going up."
• "When you get it right, customers reward you."
• "It's a gap between vision and execution."
• "Block time out, make it sacrosanct."
• "You're all CEOs too."
• "It's not all roses, right? It takes work."
• "What would a punk version look like?"
• "Growth is a choice."
• "Question everything."

Chapters

00:00 Introduction to Customer Experience Journey
03:10 The Evolution of Customer Expectations
05:59 Managing Customer Expectations
09:00 Barriers to Customer-Centric Culture
11:58 The Importance of Vision and Strategy
14:47 Attributes of Customer-Centric Leaders
18:09 Bridging the Gap Between Leaders and Customers
20:55 Overcoming Organizational Barriers
24:05 Creating Space for Strategic Thinking
24:42 How to Wow: Lessons from G Adventures
30:28 The Punk CX Philosophy: A Back to Basics Approach
36:15 Creating Space for Creativity and Bravery
41:44 The Relentless Customer Leader: Growth and Learning

Keywords
Customer Experience, Expectations, Leadership, Strategy, Culture, Service, Business, Management, Customer-Centric, Communication, customer experience, punk philosophy, creativity, leadership, G Adventures, business growth, employee experience, AI in business, customer success, relentless leadership

Summary

Jerker Fagerström shares his leadership journey, starting with his early role models in ice hockey and his military service in Sweden. He discusses the importance of teamwork, trust, and empathy in leadership. Jerker then talks about his career in advertising and the customer-centric culture of agencies. He emphasizes the need to create an environment free of fear to foster creativity and innovation. In this conversation, Jerker Fagerström shares his insights on leadership, transitioning into new roles, attracting top talent, managing work-life balance, and the impact of AI on the creative world. He emphasizes the importance of trust, communication, and creating a positive work culture. Jerker also discusses the need for diverse perspectives and the power of creativity in business. Overall, he highlights the significance of building strong relationships, both with team members and clients, and constantly evolving in the ever-changing landscape of the advertising industry.

Keywords

leadership, teamwork, trust, empathy, military service, advertising, customer-centric, fear, creativity, innovation, leadership, transitioning, roles, talent, work-life balance, AI, creative world, trust, communication, work culture, diverse perspectives, creativity, relationships, advertising industry

Takeaways

Early role models in leadership can have a lasting impact on one's own leadership journey.
Teamwork and inclusivity are essential in building peak-performing teams.
Military service can provide valuable leadership training and experiences.
Customer-centricity is a natural focus for agencies, as they constantly strive to create meaningful and engaging experiences.
Creating an environment free of fear is crucial for fostering creativity and innovation. Trust and communication are essential in leadership roles.
When transitioning into a new role, manage expectations and listen and learn from the team.
Attracting top talent requires seeking diversity of thought and creating a positive work culture.
Managing work-life balance involves setting boundaries and finding ways to compartmentalize work and personal life.
AI is both exciting and scary, and its impact on the creative world is still unfolding.
Creativity and analytical skills are crucial for success in the future of business.
Building a strong work culture is key to unlocking the potential of talent and achieving business goals.

Sound Bites

"Those dads who volunteer their time and their care and their energy and their presence with no training whatsoever, they were just spectacular role models."
"It's a team sport, right? You know, this, this, would not be here if it wasn't for the whole team."
"The way that it's being trained and educated in Sweden has sort of been also an export for Sweden into various other countries and their military services."
"And it was done with sort of like the not a, not a bad intent, but they were like getting into a competitive spirit and they were, you know, challenging each other and they were like, you know, they were, they were working themselves up and she got the better handle on him. And the way that he got back to her was to lift up her dress. Right. And"
"immediately, it just immediately it just killed the party. And the day after I put him in a taxi, him home. And the day after I told him don't come into the office. And you know, we worked with him to find a job at a different agency at a sister agency of ours, because there was no way you cannot undo"
"encouraging and telling them that I've got their back, that I believe in them, that they're doing a great job, that I think that they can do even more and better. Just like, you know, don't hold back because I know there's more in you. Constantly, constantly pumping their tires, constantly pumping their tires, constantly protecting the culture and constantly leading by doing."

Chapters

00:00 Early Role Models and Leadership
03:00 The Importance of Teamwork
06:23 Leadership Lessons from Military Service
13:20 The Customer-Centric Culture of Agencies
26:49 Creating an Environment Free of Fear
30:02 Transitioning into New Roles: Managing Expectations and Learning from the Team
33:08 Attracting Top Talent: Seeking Diversity and Creating a Positive Work Culture
35:36 Managing Work-Life Balance: Setting Boundaries and Compartmentalizing
46:23 The Impact of AI on the Creative World: Exciting Possibilities and Uncertain Future
48:56 The Power of Creativity and Analytical Skills in Business
53:07 Building a Strong Work Culture: Unlocking the Potential of Talent

Summary

David Kenny shares his early experiences in business, starting with selling orange juice door-to-door as a child. He then transitioned into accounting, but found his passion in helping entrepreneurs and advising startups. David emphasizes the importance of leadership, training, and culture in building successful businesses. He discusses the challenges leaders face, such as capital allocation and decision-making, and highlights the significance of integrity and humility in leadership. He also emphasizes the value of training and investing in people to create a strong team and achieve long-term success. Dr. Chris L. Brown discusses the importance of effective training programs and the role of CEOs in leading and participating in training. He also reflects on the changing dynamics of work-life balance and the value of mentorship in the early stages of a career. Dr. Brown emphasizes the central role of people in business success and the importance of understanding and addressing conflicts within teams. He shares insights on developing a compelling narrative for a business and the impact of AI on various industries. Dr. Brown also discusses his current ventures, including Star Growth, Audio HQ, Prop Data IQ, and Oxygen Fun.

Takeaways:

Early experiences in business can shape one's entrepreneurial mindset and passion for helping others.
Leadership requires making tough decisions, allocating capital wisely, and continuously learning and improving.
Integrity, humility, and a strong team orientation are key traits of successful leaders.
Investing in training and developing people is crucial for building a strong and successful business.
Culture plays a significant role in shaping the success and reputation of a company. Effective training programs require the right delivery, processes, and support from the CEO.
Mentorship and nurturing relationships are invaluable for personal and professional growth.
Understanding and addressing conflicts within teams is essential for success.
Developing a compelling narrative for a business helps create connection and trust with customers.
AI has the potential to revolutionize various industries and improve efficiency.
Dr. Brown is involved in ventures focused on business growth, music production, property analysis, and sustainable energy solutions.

Welcome to something a little different on today's episode! As many of you know, I've been fascinated by the possibilities of AI in content creation, and we decided to try an interesting experiment. We fed my book 'The Customer Culture Imperative' into an AI system and asked it to create a 14-minute summary of the key concepts and takeaways.

What you're about to hear is that AI-generated synthesis - unedited and in its original form.

Whether you've read the book or not, I'd love to hear your thoughts on this experiment. How does the AI's interpretation compare to your understanding of customer culture? And for those familiar with the book - did it capture the essence?

Let me know by leaving a comment or reaching out on LinkedIN.

Let's dive into this unique perspective on building customer-centric organizations..

Summary

Hans Keil shares his leadership journey, starting from growing up on a farm and joining the Coast Guard to his career in various industries and his current role as a co-founder of Nurture Genomics. He emphasizes the importance of work ethic, authenticity, and building a strong team. Hans also discusses the challenges and opportunities in healthcare, particularly in creating a customer-centric culture and leveraging AI for better patient experiences. He encourages leaders to go with the flow, trust their teams, and stay focused on the customer.

Takeaways

Developing a strong work ethic early in life can shape one's leadership journey.
Authenticity is key to effective leadership.
Building a strong team that complements your strengths and fills your gaps is crucial.
Creating a customer-centric culture in healthcare requires understanding the needs of patients and engaging with them.
AI has the potential to enhance patient experiences and improve healthcare outcomes.
Leaders should go with the flow, trust their teams, and stay focused on the customer.

Sound Bites

"I think, as I reflect, probably go back to growing up on a farm... when you live on a farm, you start working at a very early age."
"If you're not willing to roll up your sleeves and go out there and see them in their environment and understand that, you're not going to succeed."
"Start with the team, start with what the nurses have to navigate, what their challenges are. Because they are the frontline."

Chapters

00:00 The Beginnings of a Leadership Journey
05:38 From Farm to Coast Guard
08:39 Building a Customer-Centric Culture in Healthcare
18:08 Transitioning to a Startup: The Story Behind Nurture Genomics
26:41 Balancing Family and Career
29:09 Developing Leadership Skills: Authenticity and Trust
33:36 The Role of AI in Healthcare and Leadership

Summary

Nicole Noye is a seasoned executive with over 25 years of experience across diverse sectors, including retail, hospitality, leisure, entertainment, fitness, car sharing, and franchising. Her career has been marked by a relentless commitment to driving organizational success, leadership, team empowerment, and customer satisfaction. She has held board and executive positions, spearheading transformational initiatives that have redefined businesses and propelled them toward profitability and sustainability. Nicole Noye discusses the importance of leadership and surrounding oneself with good people. She shares examples of leaders who have supported her in her career, such as Graham Oakes and Bob Critchley. Noye emphasizes the significance of creating a positive organizational culture and caring for the well-being of team members. She also talks about the challenges of leading through change and the importance of belief and resilience. Noye highlights the value of customer obsession and how it can drive business success. She also shares personal habits for managing stress and staying focused. Finally, she encourages up-and-coming leaders to prioritize their teams and create a supportive and united environment.

Key Takeaways

Nicole's early experiences in tennis and Girl Guides taught her the importance of throwing her heart and mind into what she enjoys doing.
Her career in retail, starting as a receptionist at David Jones, taught her the importance of staying in stock of best sellers, understanding what customers want, and not patronizing them.
Nicole's leadership philosophy is centered around focusing on the customer and looking after them, ultimately leading to profitability.
She believes in employing people who are different from her, playing to their strengths, and regularly being on the shop floor to understand the business and engage with the team.
Nicole has focused on transformation and change management in her CEO roles, creating strategies and visions to improve business performance.
During her time at Dreamworld, Nicole prioritized listening to and supporting the team and customers, instilling confidence and belief in them.
She also demonstrated her confidence in the team by personally experiencing the rides and involving her children in the park's activities. Surround yourself with good people and leaders who support and believe in you.
Create a positive organizational culture that values teamwork and respects individual challenges.
Leadership requires belief, resilience, and overcoming resistance to change.
Customer obsession is key to driving business success and improving customer experience.
Manage stress through exercise, mindfulness, and setting boundaries.
Prioritize your team and create a supportive and united environment.

Sound Bites

"If you focus on the NPS or how we look after the customer, then everything else will flow and profitability will come out at the end of that."
"Don't patronize a customer. Actually look after them and don't agree to having a script in how you sell because I think everybody's different."
"You want somebody in the role that actually cares about the business, wants to drive the business, wants to be part of a team and comfortable to be able to challenge not only myself but the rest of the team on areas we need to improve."
"Surround yourself with good people."
"Culture is about how you look after and treat your team with respect."
"Engagement scores significantly improve when you understand and listen to your team."

Summary

Dr. David Cooke shares his experiences growing up and entering the business world. He discusses how he stumbled upon Transcendental Meditation and became a teacher of it before transitioning into a sales role at Xerox Corporation. He reflects on his journey in the imaging industry, including his time at Canon and Konica Minolta, and the challenges and successes he faced. Dr. Cooke emphasizes the importance of listening to customers, building a company that cares, and engaging employees through social causes. The conversation with Dr. David Cooke explores the power of creating a connected and caring culture within an organization. Dr. Cooke shares stories of how treating employees and customers with respect and compassion can lead to increased engagement and loyalty. He emphasizes the importance of values in driving business success and highlights the need for leaders to make decisions based on moral and ethical considerations. The conversation also touches on the challenges and opportunities presented by remote work and artificial intelligence.

Takeaways

Transcendental Meditation helped Dr. Cooke sort his life out and inspired him to become a teacher of it.
Dr. Cooke's sales career began at Xerox Corporation, where he learned the importance of listening and asking questions.
He spent many years in the imaging industry, including stints at Canon and Konica Minolta, and faced challenges and successes along the way.
Dr. Cooke's approach to leadership focused on building a company that cares, engaging employees through social causes, and listening to customers. Creating a connected and caring culture within an organization is powerful and can lead to increased engagement and loyalty.
Treating employees and customers with respect and compassion is essential for building strong relationships.
Values should guide decision-making and should not be compromised for short-term gains.
Remote work can be a valuable option, but a hybrid model that includes in-person interactions can help reinforce culture.
Artificial intelligence presents both challenges and opportunities, and it is important to build moral and ethical considerations into AI systems.

Learn more about David and his leadership philosophy in his new book: Kind Business