The recently-released book, American Icon, recounts the dramatic turnaround at Ford Motor Company, whose stock price rose from $1.01 in 2008 to $12.48 at the end of Q1 2012. Such a rapid and stellar turnaround is an important study for anyone interested in optimizing their business success. While this book is not an analytical how-to, nonetheless some key insights on accelerating business performance can be gleaned from the Ford story
Faced with declining produce quality, a demoralized workforce, and an “everyone-for-themselves” leadership culture, Allan Mulally had a daunting task before him when he joined Ford in late 2006. Rather than just tinker around the edges and win quick victories, CEO Mulally set a clear, longevity-focused goal—to build a profitable, sustainable business. To achieve this goal, he instituted some standard turnaround practices. He improved efficiency by matching vehicle production to customers’ buying patterns, and by simplifying the brand portfolio and organizational structure.
Importantly, CEO Mulally also initiated a dramatic culture change aimed at driving commitment and accountability. This culture change began with the elimination of all corporate-level meetings except two. The senior team held weekly Business Plan Review sessions to report progress—and problems—in achieving specific goals. Additionally, Special-Attention Reviews were held as needed to conduct in-depth explorations of roadblocks and opportunities. Whereas past culture prevented executives from openly identifying performance problems, now these problems are aired at senior-level meetings, making it possible to find and institute solutions more rapidly.
A key part of Mulally’s culture change was a leveling of leadership, including more available access to the Chief Executive Officer. From personally responding to emails to eating in the company cafeteria (instead of the executive dining room), CEO Mulally brought executive leadership into more direct relationship with the organization’s rank and file. In these direct exchanges, valuable input from the frontlines was gleaned more frequently and quickly. Having senior leaders listen, in turn, increased the engagement, commitment and accountability of the workforce as a whole.
Too many senior leaders try to change business performance through cost cutting and organizational restructuring. While these measures often are necessary, they typically are insufficient means of generating breakthrough changes in organizational or human performance—the key antecedents of business performance.
Only by changing hindering behaviors can real breakthrough gains be made. And changing behaviors necessitates culture change, since organizational behavior—the collective behavior of the enterprise—is governed (normalized and reinforced) by organizational culture.
To experience vicariously a business transformation, I recommend that you read American Icon: Alan Mulally and the Fight to Save Ford Motor Company by Bryce G. Hoffman. To begin your own business transformation, identify the performance-hindering behaviors in your company or business unit, and then start planning steps for a change to a more performance-enhancing organizational culture.
© Susan L. Koen, Ph.D. — All Rights Reserved.






