Podcast 1311: Any Dumb-Ass Can Do It: Learning Moments from an Everyday CEO by Garry Ridge

In this episode of Inside Personal Growth, Greg Voisen sits down with Garry Ridge, former Chairman and CEO of the WD-40 Company, to discuss his provocative and transformative new book, Any Dumb-Ass Can Do It: Learning Moments from an Everyday CEO of a Multi-Billion-Dollar Company.

For 25 years, Garry Ridge led one of the world’s most iconic brands, taking its market cap from $300 million to a staggering $3.5 billion. But if you ask Garry how he did it, he won’t point to complex financial modeling or ruthless corporate maneuvering. Instead, he’ll tell you he did it by being “consciously incompetent” and embracing the simple, humble attributes of a “dumb-ass”—referring to the steady, loyal, and hardworking donkey that carries the load when the road gets rough.

Moving Beyond the “Soul-Sucking” CEO

During the conversation, Garry introduces a character many of us recognize: Alec, the Soul-Sucking CEO. Alec is the embodiment of the traditional “command and control” leader—the micromanager with a big ego, little empathy, and a fear-based approach to management.

Garry argues that the “Alecs” of the world are responsible for the dismal global engagement statistics, where only about 30% of employees feel connected to their work. At WD-40, Garry flipped the script. He replaced “managers” with coaches. He replaced “employees” with tribe members. By the end of his tenure, WD-40 boasted a 93% employee engagement score—a number almost unheard of in the corporate world.

The Power of “Learning Moments”

One of the core pillars of Garry’s philosophy is the elimination of the word “failure.” In a “Learning Moment” culture, there are no mistakes, only outcomes that weren’t expected. This philosophy is deeply rooted in the history of the product itself. WD-40 stands for “Water Displacement, 40th Formula.” This means there were 39 “learning moments” before the chemists found the solution. By embedding this history into the company culture, Garry gave his tribe the psychological safety to innovate without the paralyzing fear of being punished for an unexpected result.

The Maniac Pledge: Killing the Victim Mentality

To drive high performance, Garry implemented what he calls the Maniac Pledge. It is a commitment to radical accountability that empowers every level of the organization. The pledge states:

“I am responsible for taking action, asking questions, getting answers, and making decisions. I won’t wait for someone to tell me. If I need to know, I am responsible for asking.”

This pledge effectively cured the “999 disease”—the finger-pointing and excuse-making that plagues large organizations. By giving people the agency to find out what they don’t know, Garry empowered every member of the tribe to act like an owner.

Purpose Over Product: The Memories Business

Perhaps the most profound shift Garry led was reframing the company’s identity. He realized that WD-40 wasn’t just in the business of stopping squeaks or preventing rust; they were in the Memories Business.

Whether it’s a father and son fixing a bicycle together or a hero husband fixing a squeaky door, the blue-and-yellow can is a tool that facilitates positive lasting memories. When tribe members realized they were contributing to something bigger than a balance sheet, their sense of belonging and engagement skyrocketed.

Heart, Head, and Hands

Following the mentorship of Ken Blanchard, Garry leads from the “inside out.” Servant leadership starts with the Heart (the intent to serve), moves to the Head (the belief system), and results in the Hands (the behavior).

Garry’s legacy isn’t just the stock price—which rose from $29 to $185 during his tenure—it is the thousands of people who “went home happy.” He believes that happy employees create happy families, and happy families create a better world.

Final Thoughts: It’s Not About You

Garry’s final piece of advice for aspiring leaders is simple yet difficult: It’s not about you. Leadership is a gift and a responsibility to help others win. If you have the courage to be curious and the humility to be “consciously incompetent,” then as Garry says, “Any dumb-ass can do it.”

Connect with Garry Ridge

➥ Book: Any Dumb-Ass Can Do It: Learning Moments from an Everyday CEO of a Multi-Billion-Dollar Company

➥ Buy Now: a.co/d/04lKY4vh thelearningmoment.net/

LinkedIn: www.linkedin.com/in/garryridge/

Youtube: www.youtube.com/channel/UCPogAomneEkNNFKJ_PLaX3g

Twitter/ X: x.com/LearningMoment

Instagram: www.instagram.com/auzridge/