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WD-40 CEO STEVE BRASS: LISTENING OFFERS THE PERFECT LUBRICANT FOR LEARNING

DON YAEGER



In this edition of our Corporate Competitor Podcast, Maxwell Leadership Thought
Leader Don Yaeger sits down with WD-40 CEO Steve Brass to discuss the powerful
leadership lesson of listening with an intention to act on what you hear. 

Leave it to the CEO of WD-40 to find a way to smooth out any friction in his
company’s culture, but that’s exactly what the company’s new boss Steve Brass
did on day one of becoming the leader of a brand whose name has become
synonymous with making things operate better.

“The first thing I did was go out into the business and conduct a global
listening tour,” said Brass, a native of Yorkshire, England, who started with
the company in 1991 and became CEO last year. “We also conducted a culture
survey of all of our team and asked two basic questions. First, if you were CEO,
what are the things you’d change in the business? Second, give me an example of
one barrier that’s getting in your way of being more effective.”

As the answers to these two questions came in, Brass and his leadership team
didn’t simply record them; they used the feedback to begin implementing change
at WD-40, a process that continues to this very day and is receiving high marks
from the company’s stakeholders.

The secret, says Brass, was “listening with intention of being influenced,” the
hallmark of Brass’s particular take on servant leadership, which hinges on what
Brass calls “the co-creation of strategy.” The power of such strategic
co-creation, argues Brass, is the often stated but usually underestimated
reality that “people will buy into the strategy because they feel they
contributed.”

As with many companies, the Covid pandemic challenged WD-40 in ways nothing else
had; but unlike many companies, WD-40 emerged stronger because it used the
pandemic to strengthen its learning culture. “As a business, we learned to pivot
on an almost daily basis and our capacity to learn increased significantly. Once
the pandemic subsided, other challenges seemed easy by comparison.” he noted.

In the podcast, Brass explores the discipline of service leadership from the
refreshing perspective of one who is still, himself, learning. Insights include:

• Why an inverted leadership pyramid promotes learning more than traditional
models.

• The single best way to remove “ego” from important decisions about people.

• Why Brass prefers the “talent management” over the “succession planning”
mindset.

A soccer as well as cricket enthusiast, Brass takes a page from legendary
Manchester United Manager Sir Alex Ferguson by developing staff early and
leaving no one out. “Building talent isn’t just about giving the few who are
successful room to grow,” Brass said. “It’s about everybody in the
organization.”

Check out the full interview archive for interviews with Condoleezza Rice, Delta
Air Lines CEO Ed Bastian, and Bank of America CEO Brian Moynihan.



Print Article


DON YAEGER

Over the last 30 years, longtime Associate Editor for Sports Illustrated and
11-time New York Times Best-Selling Author Don Yaeger has been blessed to
interview the greatest winners of our generation. He has made a second career as
a keynote speaker and executive coach, discerning habits of high performance to
teach teams how to reach their full potential.



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   MAKING HYBRID WORK GREAT
   
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   THE REMOTE WORK FUTURE
   
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