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All Hands

on Deck

8 Essent ial Lessons

for Building a Culture of Ownership

Joe Tye

All Corey Whitaker wanted from the airport limo ride was a few quiet minutes to think about how, in his role as new CEO, he could pull Owatt Hospitality Services back from the brink of bankruptcy. So he was annoyed to learn that someone else would be sharing his limo…until he saw who that person was! In All Hands on Deck, Walt Disney introduces Corey—and you—to some of history’s greatest business leaders.

As you follow Walt and Corey on their journey in this intriguing story, you will learn how:

• Henry Ford inspired a company, and changed the world, with a compelling vision

• Tom Watson created the cultural blueprint that transformed IBM into a powerhouse

• General Robert Wood Johnson fostered cultural toughness at J&J to turn every adversity into advantage

• Ray Kroc built a worldwide fast food empire held together with the glue of trust

• Bill Hewlett and Dave Packard shaped “the HP Way” with the power of stories

• Mary Kay Ash inspired one of the most enthusiastic sales forces the world has ever seen

• And a lot more

You cannot hold people accountable for the things that really matter. To compete in today’s tough economy, you must have a culture of ownership. In this book, you’ll learn how leg-endary business leaders did it. All Hands on Deck is an inspiring story that takes you—and your

business—on the journey of cultural transfor-mation. You will learn practical strategies that will help you build an authentic culture, where employees show up to work for more than just a paycheck, see themselves as partners in the enter-prise, and translate their spirit of ownership into sustained high performance. In today’s stormy economic seas, you need All Hands on Deck!

JOE TYE is CEO of Values Coach Inc., a training and consulting fi rm that specializes in values-based leadership and cultural trans-formation. He is a passionate and humorous speaker who has presented for hospitals, corpo-rations and associations across North America. Tye is also the creator of The Twelve Core Action Values course, which many participants refer to as “graduate school for the seven habits.”

Visit www.joetye.com.

Jacket Design: Wendy MountJacket Photograph: © Peter Dazeley/Getty Images

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“Joe Tye wants to change the world. In this far-ranging fable, he might just be able to persuade you to join him.” —Seth Godin, New York Times bestselling author of Linchpin

“ My own work with senior leaders around the world resonates with Joe’s advice: creating a culture of ownership is the best way to achieving personal, organizational, and societal outcomes that improve lives!”

—David Altman, Executive Vice President, Research, Innovation and Product Development, Center for Creative Leadership

“After I read the fi rst few pages, I was hooked. If you want to build a great culture and a winning team, read this book and let Joe Tye show you how to get all hands on deck!” —Jon Gordon, author of The Energy Bus and Soup

“People don’t do anything worthwhile until they are inspired, which is perhaps why Martin Luther King didn’t stand on the steps of the Lincoln Memorial and say, ‘I have a strategic plan.’ Inspire them, engage them, invite them to take ownership, and your employees will move mountains. Once again, Joe Tye hits a home run!” —Matthew Kelly, New York Times bestselling author of The Dream Manager and The Rhythm of Life

“Joe Tye has hoisted the sails high with this captivating book. The necessity for, and returns of, building a culture of ownership are a relatively common business mantra; Joe makes a culture of ownership a reality, rather than just a slogan.” —Kevin A. Sheridan, CEO, HR Solutions, Inc.

“Joe Tye draws on the best business literature and his own substantial experience to show how work in groups can be generative of new possibilities in work and life. Start your new journey with this book and keep it at your side.” — Michael L. Ray, Stanford Graduate School of Business; author, Creativity in

Business and The Highest Goal; and coeditor, The New Paradigm in Business

“In All Hands on Deck, Joe Tye takes us on an Alice in Wonderland journey to observe some of history’s most successful leaders in action. With this dramatic technique, Tye reveals again the too-often-forgotten principles of leadership, how they are made real in the workplace, and the results they produce.” —James A. Autry, author, The Servant Leader

Howard H

oran, Horan Studios

$22.95 USA/$27.95 CAN

All Hands on DeckPra i s e f o r

“Joe Tye wants to change the world. In this far-ranging fable, he might just be able to persuade you to join him.” —Seth Godin, New York Times bestselling author of Linchpin

““ My own work with senior leaders around the world resonates with Joe’s advice: creating a culture of ownership is the best way to achieving personal, organizational, and societal outcomes that improve lives!”

—David Altman, Executive Vice President, Research, Innovation and Product Development, Center for Creative Leadership

““After I read the fi rst few pages, I was hooked. If you want to build a great culture and a winning team, read this book and let Joe Tye show you how to get all hands on deck!” —Jon Gordon, author of The Energy Bus and Soup

““People don’t do anything worthwhile until they are inspired, which is perhaps why Martin Luther King didn’t stand on the steps of the Lincoln Memorial and say, ‘I have a strategic plan.’ Inspire them, engage them, invite them to take ownership, and your employees will move mountains. Once again, Joe Tye hits a home run!” —Matthew Kelly, New York Times bestselling author of The Dream Manager f and The Rhythm of Life

““Joe Tye has hoisted the sails high with this captivating book. The necessity for, and returns of, building a culture of ownership are a relatively common business mantra; Joe makes a culture of ownership a reality, rather than just a slogan.” —Kevin A. Sheridan, CEO, HR Solutions, Inc.

““Joe Tye draws on the best business literature and his own substantial experience to show how work in groups can be generative of new possibilities in work and life. Start your new journey with this book and keep it at your side.” — Michael L. Ray, Stanford Graduate School of Business; author, Creativity in

Business and The Highest Goal; and coeditor, The New Paradigm in Business

““In All Hands on Deck, Joe Tye takes us on an Alice in Wonderland journey to observe some of history’s most successful leaders in action. With this dramatic technique, Tye reveals again the too-often-forgotten principles of leadership, how they are made real in the workplace, and the results they produce.” —James A. Autry, author, The Servant Leader

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Chapter = E1FFIRS Date: May 6, 2010 Time: 11:50 am


Praise for All Hands on Deck

“Joe Tye wants to change the world. In this far-ranging fable, hemight just be able to persuade you to join him.”

—Seth Godin, Author of Linchpin

“In All Hands on Deck, Joe Tye has helped us understand the connec-tion between what we do as leaders and how we drive organizationalchange. Through compelling story telling and engaging insights,Joe takes us in, through and around the concept of ownership. Myown work with senior leaders around the world resonates with Joe’sadvice: creating a culture of ownership is the best way to achievingpersonal, organizational and societal outcomes that improve lives!”

—David Altman, Executive Vice President,Research, Innovation, and Product Development,

Center for Creative Leadership

“After I read the first few pages I was hooked. If you want to builda great culture and a winning team, read this book and let Joe Tyeshow you how to get all hands on deck!”

—Jon Gordon, Author of The Energy Bus and Soup

“People don’t do anything worthwhile until they are inspired, whichis perhaps why Martin Luther King didn’t stand on the steps of theLincoln Memorial and say, ‘I have a strategic plan.’ Inspire them,engage them, invite them to take ownership, and your employeeswill move mountains. Once again Joe Tye hits a home run!”

—Matthew Kelly, New York Times Bestselling author ofThe Dream Manager and The Rhythm of Life

“Joe Tye has hoisted the sails high with this captivating book. Thenecessity for, and returns of, building a culture of ownership are arelatively common business mantra; Joe makes a culture of ownershipa reality, rather than just a slogan.”

—Kevin A. Sheridan, CEO, HR Solutions, Inc.


“All Hands on Deck guides us to the kind of business and organizationthat has always been the secret to long run success. Someone oncesaid that non-fiction gives us knowledge but fiction gives wisdom.This book is even more powerful than either because it tells a storythat is laced with real wisdom from giants of business. And althoughthis is an easy read it gives us all the tools to move to a cultureof ownership that can withstand and prosper in the most difficultsituations. Joe Tye draws on the best business literature and his ownsubstantial experience to show how work in groups can be generativeof new possibilities in work and life. I’ve already gone back to thisbook several times and am using it in my own work. Start your newjourney with this book and keep it at your side.”

—Michael L. Ray, Stanford Graduate School of Business,Author, Creativity in Business, The Highest Goal,

and co-editor, The New Paradigm in Business

“In All Hands On Deck, Joe Tye takes us on an Alice in Wonder-land journey to observe some of history’s most successful leadersin action. With this dramatic technique, Tye reveals again the too-often-forgotten principles of leadership, how they are made real inthe workplace, and the results they produce. This is a teaching talethat also entertains. I highly recommend this book to those who wantto be leaders and to leaders who want a refresher course.”

—James A. Autry, Author, The Servant Leader

“Joe Tye teaches us through great business leaders of the past, the keysteps to creating a culture of ownership. Great lessons, well told andeasy to read. Get your hands on a copy, read it, and put the lessons towork. Whether you are a CEO or lead a team of two, each lesson isrelevant, applicable, and yours for the taking. Thanks for an inspiringand important book, Joe!”

—Kevin Eikenberry, Author of Remarkable Leadership:Unleashing Your Leadership Potential One Skill at a Time


WILEY

John Wiley & Sons, Inc.


Copyright © 2010 by Joe Tye. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any formor by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except aspermitted under Section 107 or 108 of the 1976 United States Copyright Act, without either theprior written permission of the Publisher, or authorization through payment of the appropriateper-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923,(978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisherfor permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online athttp://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best effortsin preparing this book, they make no representations or warranties with respect to the accuracy orcompleteness of the contents of this book and specifically disclaim any implied warranties ofmerchantability or fitness for a particular purpose. No warranty may be created or extended by salesrepresentatives or written sales materials. The advice and strategies contained herein may not besuitable for your situation. You should consult with a professional where appropriate. Neither thepublisher nor author shall be liable for any loss of profit or any other commercial damages, includingbut not limited to special, incidental, consequential, or other damages.

For general information on our other products and services or for technical support, please contact ourCustomer Care Department within the United States at (800) 762-2974, outside the United States at(317) 572-3993 or fax (317) 572-4002.

Wiley also publishes its books in a variety of electronic formats. Some content that appears in printmay not be available in electronic books. For more information about Wiley products, visit our website at www.wiley.com.

Library of Congress Cataloging-in-Publication Data:

Tye, Joe.All hands on deck: 8 essential lessons for building a culture of ownership/by Joe Tye.

p. cm.Includes bibliographical references.ISBN 978-0-470-59912-9 (cloth); ISBN 978-0-470-63747-0 (ebk);

ISBN 978-0-470-63748-7 (ebk); ISBN 978-0-470-63749-41. Corporate culture. 2. Organizational behavior. 3. Employee motivation.

4. Management—Employee participation. I. Title.HD58.7.T94 2010658.4′063—dc22

2010000760Printed in the United States of America

10 9 8 7 6 5 4 3 2 1

http://www.copyright.com

http://www.wiley.com/go/permissions

http://www.wiley.com


For Sally, who puts the wind in my sails on the open seas andkeeps me anchored in the storms.

Chapter = Date: May 6, 2010 Time: 11:51 am

Contents

Foreword xiiiAcknowledgments xviiIntroduction: Why a Culture of Ownership Matters xix

Chapter 1 Changing “Us and Them” to “We” 1Chapter 2 Real Ownership Is of the Heart, Not of

the Wallet 9Chapter 3 Lesson 1: Start with a Mission that is Bigger

Than the Business 19Chapter 4 Lesson 2: Use Structure and Process to

Create Culture 31Chapter 5 Lesson 3: Build Culture on a Foundation

of Values 43Chapter 6 Lesson 4: Trust Is the Glue in a Culture

of Ownership 51Chapter 7 Lesson 5: Use Stories to Reinforce

Cultural Norms 61Chapter 8 Lesson 6: Invest in Character Building 73Chapter 9 Lesson 7: Unleash Individual Creativity

and Ingenuity 87Chapter 10 Lesson 8: Everyone Is a Volunteer 99Chapter 11 The Four Essential Elements of a Culture

of Ownership 109ix


x Contents

Chapter 12 It Takes Courage and Strength of Characterto Be a Culture Leader 121

Chapter 13 A Culture of Ownership Is a BilateralRelationship 129

Afterword 135Appendix 1: Blueprinting the Invisible Architecture 137Appendix 2: The Self-Empowerment Pledge 141Appendix 3: Study Questions 147Bibliography 151About the Author 157Services from Values Coach Inc. 159Joe Tye’s Speaking Topics 160


When you look at your people, do you see costs to be reduced?Do you see recalcitrant employees prone to opportunism, shirking,and free riding who can’t be trusted and who need to be closelycontrolled through monitoring, rewards, and sanctions? Do yousee people performing activities that can and should be contractedout to save on labor costs? Or, when you look at your people, doyou see intelligent, motivated, trustworthy individuals—the mostcritical and valuable strategic assets your organization can have?When you look at your people, do you see them as the fun-damental resources on which your success rests and the primarymeans of differentiating yourself from the competition? Perhapseven more importantly, would someone observing how your orga-nization manages its people recognize your point of view in whatyou do as opposed to what you talk about doing?

—Jeffrey Pfeffer, The Human Equation: Building Profits byPutting People First

(Boston, MA: Harvard Business School Press, 1998, p. 292)

Chapter = fwd Date: May 6, 2010 Time: 11:50 am

Foreword

One day in 1999, as I was giving a presentation for a group of inde-pendent insurance agents who represent Auto-Owners InsuranceCompany, we kept being interrupted by this awful racket from theroom next door. At the next break, I went to check out this sourceof annoyance. The speaker at the front of the room was leadingtwo hundred or so seemingly respectable businesspeople as theywere jumping up and down and roaring like hungry lions. I lis-tened to the speaker for a while then, rather than asking him tohold down the noise (which had been my original intention), Iinvited him to visit Auto-Owners headquarters for a retreat withour senior leadership team. That was the beginning of a long rela-tionship between Auto-Owners Insurance and Values Coach, anda lasting friendship between Joe Tye and me.

I’m pleased to write a foreword for this book for two reasonsbeyond my friendship with the author. First, while the story itselfis fictional, the underlying principles are fundamental to buildingan enduring organization. At Auto-Owners, a culture of own-ership is woven right into our DNA, and our practices reflect thelessons described in this book. We take our central purpose and our10 core values very seriously. We expect our associates to knowwhat those 10 values are and to buy into the expectations thosevalues create. Over the years, Joe has randomly stopped hundreds of

xiii


xiv Foreword

our associates and asked them to recite our values. Almost everyoneis able to do it.

We are very proud of the fact that in our nearly one hundredyears of operation—through two world wars, the Great Depressionand multiple recessions, and the great restructuring frenzy—Auto-Owners has never had a layoff. We almost always promote fromwithin, and every one of our senior officers has devoted his or hercareer to the company. Our culture of ownership is reflected in thefact that our employee turnover is substantially less than the industryaverage, while our productivity per employee is substantially higherthan the industry average. It’s also reflected in the fact that for thepast two years, J.D. Power has ranked Auto-Owners as number onefor customer satisfaction in automobile claims.

As is the case with the companies described in this book, ourcommitment to fostering that spirit of ownership extends beyondthe boundaries of our organization. We consider the independentinsurance agents who sell and service our products to be true part-ners in our business, and we have maintained a steadfast loyaltyto the agency system for close to a century. In this, our philoso-phy is very similar to that of Ray Kroc toward his suppliers andfranchisees or of Mary Kay Ash toward her independent beautyconsultants. When I read about the family picnics hosted by BillHewlett and Dave Packard, I was immediately reminded of Auto-Owners family nights at the stadium where the Lansing Lugnutsplay baseball.

The second reason I’m pleased to write this foreword is thatover the past 10 years, Joe has given presentations for our 3,400associates and thousands of our independent insurance agents acrossthe county. His message of building a culture of ownership on afoundation of values is more important today than ever before.Whether you are a Fortune 500 company or an independentinsurance agency, a large hospital or a community clinic, a big


Foreword xv

university or a local nonprofit agency, you must learn and applythese eight essential lessons if you want to build an organizationthat endures and creates a legacy that lasts.

—Roger LooyengaChairman and CEO (retired), Auto-Owners Insurance Company

(Auto-Owners Insurance is a Fortune 500 company headquartered inLansing, Michigan. You can see the company’s 10 core values at

www.Auto-Owners.com.)


Acknowledgments

This book is a result of my work with Values Coach over thepast fifteen years. I’m grateful to the clients that have entrusted usto help them work toward a culture of ownership, and to all ofthe individuals who have participated in our courses on values-based life and leadership skills. Auto-Owners Insurance Companyis the best example I know of a culture of ownership in action,and I greatly appreciate Roger Looyenga for gracing this bookwith a foreword. Alden Solovy is a valued supporter and hikingbuddy, and I’m thankful to him for introducing me to the terrificteam at the American Hospital Association, including Neil Jesuele,Laura Woodburn, Connie Lang, Dave Parlin, Dr. John Combes,and the rest of the crew at Health Forum. Patrick Charmel, SusanFrampton and their colleagues at Planetree are changing the faceof healthcare, and it’s a privilege for Values Coach to sponsor thebookstore at their annual conference.

In the Values Coach office, it’s a blessing to have the supportof a committed and enthusiastic team including Paula Yrigoyen,Michelle Arduser, Thuy Do, Hung Viet Tran, Tung Hoang, andthe irreplaceable Sally Bonkers. Dick Schwab is a valued coachand colleague. I appreciate the members of our Advisory Boardfor always pushing us to see a bigger picture and go after biggergoals.

xvii


xviii Acknowledgments

The publishing team at John Wiley & Sons has been a joy towork with. I’m forever grateful that Lauren Lynch sent me an e-mail asking if I had another book in me, and then helped me movefrom a vague “I think so” to completing the book you now havein your hands. Deborah Schindlar, Lindsay Morgan, Peter Knox,and the rest of the Wiley production team helped shape, polish,and promote this book.

Peter Miller and Adrienne Rosado of PMA Literary and FilmManagement are the best representatives an author could ask for.

Behind every great conference there’s a hardworking and oftenunderappreciated meeting planner, and I appreciate them all! Ialso appreciate the speakers bureaus it’s my privilege to workwith, including Five Star Speakers and Trainers, The Tiller Group,BigSpeak!, Otellus, Midwest Speakers Bureau, Executive SpeakersBureau, and Health Forum Faculty.

Most important, I want to acknowledge my family. My parentsJoe and Janelle have been unstinting in their support over the years,as have my brothers, Steven and Allen, and my sister Nancy. I couldnot be more proud of my son Doug, on his way to becomingan English professor, and daughter Annie, who is breaking newground in neurobiology research. And finally, this book is dedicatedto my best friend and life partner, Sally.

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