Garry Ridge on The "Dumb-Ass" Way to Build Trust: Leadership Lessons from WD-40's Former CEO

In this episode of The WiLD Conversation podcast, Dr. Rob McKenna sits down with Garry Ridge, former CEO and Chairman of WD-40—a leader who transformed a household product into a global brand and one of the most admired workplace cultures in business.

Drawing from his 35-year journey at WD-40, including 25 years as CEO, Garry challenges conventional leadership norms and emphasizes the non-negotiable role of humanity in business.

Key Leadership Takeaways:

Culture is Strategy, Not a “Nice-to-Have”
Garry makes it clear: a trust-based culture isn’t secondary to results. The will of the people × the strategy = results.

The Power of a “Dumb-Ass” Mindset
Yes, you read that right. His book Any Dumbass Can Do It underscores the idea that building strong culture isn’t rocket science, it’s about humility, courage, and consistency. This mindset invites leaders to say “I don’t know” and focus on bringing out the best in others.

Intentional Self-Awareness Is Essential
Garry asks himself often, “Am I being the person I want to be right now?” For leaders, self-awareness isn’t optional. The daily work that prevents us from offering people our “leftovers.”

Tough-Minded and Tender-Hearted Leadership
Leadership isn’t a choice between strength and empathy, it’s a both/and. Garry calls for leaders who make hard decisions and hold people accountable while also caring deeply for their people and creating psychological safety.

Measure the Data but Feel the Reality
While data is key, Garry urges leaders to “get their shoes dirty" to walk alongside their teams and ensure the numbers reflect lived experience.

Belonging is a Shared Responsibility
WD-40 thrived because it clearly defined its values and invited people to choose them. Culture wasn’t enforced—it was embraced by those aligned with its purpose.

Fear is the Enemy of Trust and Learning
By redefining failure as a “learning moment,” Garry removed fear from the equation. The result? A workplace where trust, experimentation, and growth could flourish.

Purpose Beyond Profit Is Fuel
What sustained Garry’s decades-long leadership? A clear, people-centered purpose: making a positive difference in the lives of others, inside and outside the company.

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