WD-40 Tribal Culture Creates Lasting Change

By Jeri Denniston, Denner Group International   January 28, 2014

Takeaways: How WD-40 created a tribal culture that focuses on SMART goals, living the company values, and sharing knowledge and expertise.

Book Review
Helping People Win at Work
by GaRry Ridge and Ken Blanchard,
2009 Polvera Publishing and Garry Ridge

Buy-Helping People Win at WorkThis book is a partnership between Blanchard and Ridge about leadership and management. It looks at business as a partnership between managers and staff to ensure everyone in the organization is doing their best to strive, learn, and be the best they can, all while living and acting the company’s core values. How a company gets there is the story Ridge tells of the processes he implemented at WD-40 around the philosophy of “Don’t Mark My Paper; Help Me Get an A”. The book is divided into four parts.

In Part One, Ridge describes the fundamentals of the performance review system he implemented at WD-40, which is organized around Planning and Execution and Review and Learning. Planning involves setting SMART goals and executing them according to company values. SMART stands for Specific, Motivational, Attainable, Relevant, and Trackable.

In Part Two, Ridge describes the culture changes that had to occur before the performance review system could be revamped. A big part of that was to ask his people to view themselves as members of a Tribe rather than a Team. Tribal members share their knowledge and folklore with younger, newer members. That’s an important value at WD-40.

In Part Three, Ridge shares his viewpoints on leadership and motivating people and how those developed. In this area he describes his expectations of others and what they can expect of him. Servant leadership is a big part of his personal value system.

In Part Four, Blanchard shares the 12 “Simple Truths” he and his colleagues have learned over the years that are crucial to helping people succeed at their work. These include day-to-day coaching, reprimanding with candor, building trust, and accentuating the positive rather than the negative in both coaching and performance reviews.

The book is filled with great nuggets of wisdom and includes samples of the WD-40 Goal Review Form and how it is used. The company’s success is a testament to how well this system works. Headquartered in San Diego, they employ just under 400 people, market their products in 188 countries, and recorded sales of $368.5 million in fiscal year 2013. WD-40 projects to generate $383 million to $398 million for fiscal year 2014. Learn more about their values and culture here.
Buy the book.