How One CEO’s Tribe Mentality Drove 98% Engagement – And What Leaders Can Learn from It
Executive Summary
Under the leadership of Garry Ridge, WD-40 achieved what many companies only aspire to: a thriving culture, near-perfect employee engagement, and sustainable productivity. Ridge didn’t rely on flashy perks or rigid performance systems—he cultivated what he called a “tribe” by focusing on three human needs: belonging, mattering, and choice. His model created a workplace where employees felt safe, valued, and empowered.
At Productivity Advocates, this isn’t just a story we admire—it’s a philosophy we apply. Ridge’s tribal model proves that productivity is not a management metric; it’s a cultural outcome. Our mission is to help organizations reverse disengagement by designing workplace systems rooted in the same principles that fueled WD-40’s extraordinary success.
The Inside-Out Leadership Model
In Ridge’s words:
“We must first become a kind of leader who is willing to do everything it takes to create and lead such a culture… servant leadership is an inside-out mindset. It has to start on the inside, with the heart–your character and intentions… It then moves to the head–your beliefs and attitudes about leadership. Finally, the hands–your actions and behaviors. When your heart and head are right… Your actions align” (Ridge, 2023, p. xiii).
This wasn’t about policies or perks. It was about people. Garry Ridge, longtime CEO of WD-40, built a culture grounded in servant leadership—an approach that starts with internal alignment and flows outward into everyday behaviors. His leadership wasn’t driven by gimmicks or grandstanding, but by quiet, consistent alignment between values and actions.
The Foundation of a Tribal Culture
Ridge didn’t just build teams—he built tribes. He described this shift as more than semantics. A tribe, unlike a team, fosters deep loyalty, shared identity, and enduring connection.
His tribal model was anchored in seven key principles:
- Learning and Teaching
- Values
- Belonging
- Future Focus
- Specialized Skills
- Warriors
- Celebration
“Belonging,” Ridge emphasized, “is about creating an environment where employees can focus on building a future… because they aren’t obsessing about their security and survival. They feel protected, supported, and safe to be authentic.”
This isn’t just poetic—it’s powerful. Because when people feel safe, they innovate. When they feel seen, they invest.
Measurable Engagement: More Than Retention
WD-40 didn’t just retain employees. They built brand evangelists. Their internal survey data speaks volumes:
- 98% of employees say they love telling others where they work
- 97% say their values align with the company culture
- 93% find meaning and purpose in their work
- 92% feel personally accomplished and respected
There were no ping-pong tables. No nap pods. Just a deep commitment to belonging, contribution, and choice.
“Happiness is not about the prizes, the gimmicks, the bonuses. It’s about authentic connection… Not only being seen, but also seeing. Not only being helped, but also helping. Mattering. Belonging” (Ridge, 2023, p. 6).
This data proves that investing in people pays off.
Applying WD-40’s Model to Today’s Business Landscape
Too often, organizations chase productivity through surface-level changes—software upgrades, policy shifts, or incentive programs—without addressing the human factors at the core of performance. WD-40’s model reminds us that productivity is not a function of compliance; it’s a function of culture.
Where Productivity Advocates Comes In
At Productivity Advocates, Ridge’s leadership philosophy didn’t just inspire us—it validated the way we already work. His emphasis on internal alignment, psychological safety, and cultural belonging mirrors our mission.
We exist to help organizations turn fragmented teams into thriving tribes. And we do that by combining data-driven insights with human-centered strategy.
Here’s how:
Data + Humanity = Real change
We conduct:
- Cultural assessments to reveal gaps between intention and perception
- Leadership training that emphasizes empathy, emotional intelligence, and trust
- Onboarding redesigns that ensure employees feel seen and supported from day one
- Retention strategies rooted in value alignment and purpose-driven engagement
For example, when working with a fast-scaling graphic design organization, we discovered their new hires felt “processed, not welcomed.” So we redesigned their onboarding experience into a personalized journey, training managers to build emotional connections, not just assign tasks.
The result? Higher retention at the 6-month mark, faster time to productivity, and improved morale.
Making the Case for Tribal Cultures
Companies don’t fail because they lack the right tools. They fail when people feel disconnected, undervalued, or replaceable. WD-40’s success is proof that loyalty and performance flourish when people feel protected and empowered.
This is not just a feel-good theory. It’s a business imperative. As Ridge demonstrated, when leaders align their hearts, heads, and hands, the ripple effects are measurable: stronger engagement, lower turnover, higher innovation, and faster momentum.
At Productivity Advocates, we help companies operationalize that alignment.
Why This Case Study Matters
This case study demonstrates how the inside-out leadership model directly impacts real business outcomes. By examining WD-40’s cultural blueprint and drawing parallels to our client results, we build a bridge between the book’s message and our company’s mission.
We don’t just admire Ridge’s philosophy—we practice it. Our solutions bring this mindset to life in today’s organizations, helping leaders build tribes where people choose to belong.
Conclusion: Choose to Lead Differently
We don’t have to guess what a high-functioning tribe looks like. WD-40 gave us the blueprint. Now it’s time for more companies to follow their lead.
“Your tribe members are there by choice. They can leave at any time. You may have chosen them, but every day they choose to remain” (Ridge, 2023, p. 21).
The same is true for your customers, your brand, and your legacy. The choice to lead from the heart—to build tribes—is where true productivity begins.
At Productivity Advocates, we’re here to help you make that choice real.
References
Ridge, G. (2025). Any Dumb-Ass Can Do It. Matt Holt Books.
Image Credits
ChatGPT. (2025). Tribes vs teams comparison image [AI-generated image].
ChatGPT. (2025). Productivity Advocates Implementation [AI-generated image].
Remote Staff. (2019, April 17). Why celebrating workplace milestones is important. https://www.remotestaff.com.au/blog/why-celebrating-workplace-milestones-is-important/