Reframing Organizations by Lee G. Bolman & Terrence E. Deal

Author:Lee G. Bolman & Terrence E. Deal
Language: eng
Format: epub
ISBN: 9781119281818
Publisher: Wiley
Published: 2017-07-24T00:00:00+00:00

Heroes and Heroines

Organizations often rely on CEOs or other prominent leaders as exemplars. They may not be media celebrities, like Jeff Bezos or Elon Musk, or symbols of corporate greed, like Ken Lay, Bernie Ebbers, and Dennis Kozlowski. They are solid leaders who build time-tested companies and deliver results.

One is Mary Barra, the first woman to serve as CEO of General Motors. She took the helm at a challenging time for the venerable automaker, which had barely survived bankruptcy and was under heavy fire for concealing a defective ignition switch that produced 13 deaths in GM Cobalts. Barra handled that with a directness and transparency that were new to General Motors and used it as an opportunity to begin to change GM's sclerotic culture. Since becoming GM's chief in 2014, she has tripled profits and engineered a dramatic revival (Colvin, 2014; Varchaver, 2016).

Another, Costco's James Sinegal, took pride in his disdain for corporate perks. He answered his own phone and personally escorted guests to his spartan office—no executive bathroom, no walls, 20-year-old furniture. He commented: “We're low-cost operators, and it would be a little phony if we tried to pretend that we're not and had all the trappings” (Byrnes et al., 2002, p. 82).

Executives like Barra and Sinegal embrace their role as cultural heroes. They act as living logos, human icons, whose words and deeds exemplify and reinforce core values. Bernie Marcus, cofounder of Home Depot, underscores the impact of well-placed cultural heroes and heroines: “People watch the titular heads of companies, how they live their lives, and they know [if] they are being sold a bill of goods. If you are a selfish son-of-a-bitch, well that usually comes across fairly well. And it comes across no matter how many memos you send out [stating otherwise]” (Roush, 1999, p. 139).

Not all icons are at the top of organizations. Ordinary people often perform exemplary deeds. The late Joe Vallejo, custodian at a California junior high school, kept the place immaculate. He was also a liaison between the school and its community. His influence knew few limits. When emotions ran high, he attended parent conferences and often negotiated a compromise acceptable to all parties. He knew the students and checked report cards. He was not bashful about telling seasoned teachers how to tailor lessons to student interests and needs. When he retired, a patio was named in his honor. It remains today, commemorating a hero who made a difference well beyond his formal assignment.

Some heroic exploits go unrecognized because they happen out of view. Southwest Airlines annually recognizes its behind-the-scenes employees in a “Heroes of the Heart” award ceremony. The honor goes to the backstage individual or group that contributes most to Southwest's unique culture and successful performance. The year following the award, a Southwest aircraft flies with the winner's name on its fuselage. A song written for the occasion expresses the value Southwest places on its heroes and heroines whose important work is often hidden:

Heroes come in every shape and size;

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