This isn’t something I’d normally do, but I really like this interview that Gary Hamel of the WSJ posted with Gore CEO Terri Kelly, so I thought I’d re-post part of it here. W.L. Gore is a company that produces a lot of different things, but the one that I’ve heard of most is Gore-Tex. Their leadership model is a little different. They constrain the size of their offices and don’t have bosses in the sense that we think about them. Instead, they’ve emulated a flat leadership model.
For the full interview, read the original post here.
Gary: To a typical hard-driving manager, the Gore model probably seems utopian, maybe even naïve. You don’t have a hierarchy. Leaders can’t command. Employees choose their own commitments. It sounds like a slacker’s paradise. No wonder the company is consistently ranked as a great place to work. But where does the discipline come from? Most managers view freedom and discipline as mutually exclusive trade-offs, but that’s clearly not the case at Gore. You sell to demanding customers like Nike and Procter & Gamble, and have made money every year since the company was founded. What drives discipline at Gore?
Terri: Some days things are chaotic. I don’t want to paint a picture of something that’s perfect. You have teams coming together, storming and forming and building relationships. But there are some fundamental things that hold Gore together. One is the values to which we all subscribe, in terms of how we’re going to treat each other—there’s a huge trust element in the Gore culture.
One of the more powerful things that creates discipline is that everyone in the organization knows that they will be ranked by their peers, and that their compensation will depend on this ranking. This peer pressure is much more powerful than top-down pressure.
Our associates get to choose what commitments to make. If they didn’t know they’re going to be evaluated by their peers, they might be tempted to take on an assignment that is personally interesting to them, a hobby, but one that’s not important for the company. But instead, every associate is constantly thinking, ‘I want to be viewed as making a big contribution to the enterprise,’ so they’re constantly looking for opportunities that will leverage their strengths, and that they’re passionate about. So there’s a natural, built-in pressure: every associate wants to work on something impactful.
Every associate knows that they won’t be judged by one boss or superior, but by all their peers, by individuals who know what they’ve done and how they interact with others on daily basis.
Typically, an associate will be evaluated by 20 or 30 peers and will, in turn, evaluate 20-30 colleagues. You rank your peers from top to bottom. It’s a forced ranking. You’re asked to rank only people you know. What we find is that there’s typically a lot of consistency in who people view as the top contributors, and who they view as the bottom of the list. We don’t tell our associates what criteria to use, we simply ask them to base their ranking on who’s making the greatest contribution to the success of the enterprise. You don’t evaluate people solely on the basis of what they’re doing within their team, but in terms of the broader impact they may be having across the company. And then beyond their contributions, are they behaving in ways that are collaborative? Are they living the values? Sometimes someone will get great results but at great expense to the organization. These are the issues associates think about when they’re putting together their rankings.
We have a cross-functional committee of individuals with leadership roles who look at all this input, debate it, and then put together an overall ranking, from 1 to 20, of those particular associates. Then, in setting compensation, they ensure there’s a nice slope to the pay curve so that the folks who are making the biggest contributions are also making the most money.
The process is a bit brutal, but it ensures that real talent gets recognized. This system avoids the problem of paying someone more because of seniority or title. New associates joining the organization, the scientists who don’t want to be people leaders—we want these people to feel highly valued, because the next invention may come from them. No system is perfect, but ours levels the playing field and allows real talent to emerge and get compensated accordingly.
We don’t need a bureaucratic system to hold people accountable. We don’t need time cards, because we don’t care when the person comes or leaves—we just care about their contribution. So you can deconstruct a lot of the typical bureaucratic processes that are typically used to measure and control performance. We’ve also found that by not having hard and fast metrics of performance we can avoid a lot of unintended consequences. You get a lot of negative behavior when you have narrow metrics that really don’t represent the complexity of the business. Instead, we ask our associates to view performance holistically, in terms of someone’s total impact, versus focusing on a few specific variables.
Gary: Gore is more than 50 years old and has been the subject of many case studies. Why hasn’t this management model taken root in other companies? Why hasn’t it been emulated more broadly?
Terri: First, I should say that we’re still evolving. We haven’t figured it all out. But what I’d tell another CEO is this. You have to look at the values that are embedded in your company: what behaviors have been rewarded and reinforced over the decades? Is it a culture that really believes in and encourages individuals? Does it foster a collaborative spirit? Does it encourage knowledge sharing? You have to tackle this first. One of the biggest mistakes an organization can make is to articulate all these great values but then not live up to them—then people get cynical, because the values are out of synch with what they experience every day from their leaders.
Second, you have to evaluate your leadership model. It’s incredibly important to look at the motivation of your leaders, how they’re rewarded, what they value. If you don’t tackle this, you’ll be in trouble. Our model requires leaders to look at their roles differently. They’re not commanders; they’re not lynchpins. Their job is to make the rest of the organization successful. They have to give up power and control to allow this chaotic process to happen—so you get diverse perspectives and teams coming together to make decisions.
Third, you have to be clear about the checks and balances. At Gore, it’s the peer review process, but it might be something else in another organization. What is it that will reward and reinforce the values on an ongoing basis? This needs to be embedded in your management practices. This is the sequence I would follow if I were trying to foster Gore’s culture in another organization.
Gary: In the past, someone might have looked at the Gore model and said, “well, that’s interesting, but it’s not essential—there are other ways to manage.” But when I think about the core elements of your model—a collaborative decision-making process, an organization where leaders aren’t appointed but emerge from below, associates that have the knowledge and authority to make the critical real-time trade-offs—it seems to me that these things are becoming competitive imperatives.
Terri: If you think about changing demographics, our young associates expect these things. They expect to have the chance to make an impact. They expect to know why they’re working on something. They expect to work in a collaborative network where information is freely shared. If an organization doesn’t have these things, my suspicion is that it won’t be able to compete. You won’t be able to attract the talent, and you certainly won’t be able to retain it. This is what it’s all about—getting the best brains together.
Photo: Chamber Action Network