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