Podcast Summary: Episode 436 - Garry Ridge—Any Dumbass Can Do It

Title: The Way I Heard It with Mike Rowe
Episode: 436: Garry Ridge—Any Dumbass Can Do It
Release Date: May 13, 2025

Introduction

In Episode 436 of "The Way I Heard It with Mike Rowe," host Mike Rowe engages in a profound conversation with Garry Ridge, the former CEO of the WD-40 Company and author of the insightful book, "Any Dumbass Can Do It." This episode delves into the intricacies of leadership, company culture, and the philosophies that propelled WD-40 to global success.

Garry Ridge's Background and Leadership Philosophy

Garry Ridge, hailing from Sydney, Australia, brings a wealth of experience from his 25-year tenure at WD-40. His leadership approach is deeply rooted in servant leadership, emphasizing the importance of prioritizing employees' well-being and fostering a positive work environment.

"[...] I truly believe that business has a responsibility and an opportunity to make a positive difference in the world."
— Garry Ridge [09:15]

Building a Positive Company Culture

A central theme of the conversation revolves around the exceptional company culture at WD-40. Ridge attributes the company's high employee satisfaction and engagement—98% of employees express pride in working there—to deliberate and consistent efforts in cultivating a supportive and inclusive environment.

"If we can put pleasure in a job, we're gonna bring perfection to the work."
— Garry Ridge [10:09]

Ridge emphasizes that building such a culture isn't instantaneous but rather a "crockpot approach," requiring time, patience, and unwavering commitment.

Employee Engagement and Retention

Ridge discusses strategies that WD-40 employed to maintain high engagement levels, especially during challenging times like the COVID-19 pandemic. By conducting pulse surveys and actively seeking employee feedback, the company ensured that their culture remained intact despite external pressures.

"We maintained very high engagement levels during the lockdown because we went in with a very high engagement level."
— Garry Ridge [15:52]

Adapting During the COVID-19 Pandemic

The pandemic posed significant challenges, but WD-40's pre-existing strong culture enabled the company to navigate through lockdowns effectively. Ridge recounts how the company's focus on safety, customer service, and business preservation contributed to their resilience.

"Our purpose in life is to make people happy. If we can't make them happy, at least don't hurt them."
— Garry Ridge [24:06]

Customer Engagement and Brand Strategy

Ridge elaborates on WD-40's approach to understanding and addressing customer needs. By listening to end-users and adapting their messaging, the company ensured their product remained relevant across diverse markets.

"Do you need me? Do you know me? How do I make you aware of me being able to solve your problem? And then can you buy me?"
— Garry Ridge [56:42]

A notable anecdote involves WD-40's successful entry into the Chinese market by rebranding their product to align with local needs, illustrating the importance of cultural adaptability in global business.

Lessons in Servant Leadership

Ridge underscores the essence of servant leadership—"it's about how do we bring the best out of other people." He contrasts the roles of managers and coaches, advocating for a leadership style that nurtures and empowers employees rather than micromanaging them.

"Great coaches spend a lot of time in the stinky locker room. And that's where you really build psychological safety and trust."
— Garry Ridge [28:06]

Overcoming Common Leadership Challenges

Addressing contemporary issues like the Great Escape—a rebranding of the Great Resignation—Ridge explains how toxic workplace cultures drive employees to leave. He emphasizes the necessity for leaders to focus on long-term cultural integrity over short-term gains.

"CEOs these days are pressured by what are you going to do for me in the next 90 days if it isn't working. Who are you going to lay off?"
— Garry Ridge [30:20]

Hiring Practices and Value Alignment

Ridge shares WD-40's stringent hiring practices, ensuring that new employees align with the company's core values. This alignment fosters a cohesive and harmonious workplace where everyone contributes to the shared mission.

"If you can't align with these [values], don't even apply because you won't fit."
— Garry Ridge [32:14]

Maintaining Brand Integrity and Innovation

The conversation touches on how WD-40 has maintained its market dominance through consistent brand integrity and continuous innovation. Ridge highlights the importance of understanding and anticipating customer needs to stay ahead of competitors.

"If you identify the need, number one, do you need me? Second thing, do you know me? How do I make you aware of me being able to solve your problem? And then can you buy me?"
— Garry Ridge [56:42]

Personal Reflections on Leadership

Mike Rowe and Ridge exchange personal anecdotes that shed light on the human aspects of leadership. Ridge shares wisdom on balancing toughness with empathy, asserting that effective leaders must possess both a "heart of gold" and a "backbone of steel."

"That's why we had that strong ethos within the organization."
— Garry Ridge [28:56]

Conclusion

Episode 436 offers a deep dive into Garry Ridge's philosophy on leadership and company culture. Through his experiences at WD-40 and insights from his book, Ridge presents a compelling case for servant leadership and the profound impact of fostering a positive, engaged workforce. For listeners seeking to enhance their leadership skills or build a thriving organizational culture, Ridge's lessons are both practical and inspiring.

Notable Quotes:

• "If we can put pleasure in a job, we're gonna bring perfection to the work." — Garry Ridge [10:09]
• "Culture is not the product. The culture is the people." — Garry Ridge [19:12]
• "We are here to serve others. That success is simple, but it's not easy." — Garry Ridge [58:34]
• "Life's a gift. Don't send it back unwrapped." — Garry Ridge [66:16]

This episode provides invaluable insights for leaders, entrepreneurs, and anyone interested in building a meaningful and effective workplace. Garry Ridge's blend of personal experience, theoretical knowledge, and practical application makes "Any Dumbass Can Do It" a must-read for those aiming to make a positive impact through leadership.