[{"_1":2,"_3":-5,"_4":-5},"loaderData",{"_5":6,"_7":8},"actionData","errors","root",{"_137":-5,"_138":-5,"_139":140,"_141":142,"_143":144},"routes/clips.$id.$slug",{"_9":10,"_11":12},"clip",{"_13":14,"_15":16,"_17":-5,"_18":19,"_20":-5,"_21":22,"_23":24,"_25":26,"_27":28,"_29":30,"_31":32,"_33":34,"_35":36,"_37":38,"_39":40,"_41":-5,"_42":-5,"_43":-5,"_44":45,"_46":-5,"_47":48,"_49":50,"_51":-5},"canonicalUrl","https://howleaderslead.com/clips/1792/your-core-customer-may-not-be-who-you-think","id",1792,"title","Your core customer may not be who you think","subtitle","transcript","WEBVTT\n\n1\n00:00:00.000 --> 00:00:04.080\nhobby farmer. Let's go back in history. When Tom Hennessey and I and the three\n\n2\n00:00:04.080 --> 00:00:04.640\nof us took over\n\n3\n00:00:04.640 --> 00:00:07.810\nrunning the company, the company was not doing well. We were in trouble. We\n\n4\n00:00:07.810 --> 00:00:08.560\nwere trying to figure\n\n5\n00:00:08.560 --> 00:00:12.400\nout what's right. So we all spent a lot of time in the stores. We talked to\n\n6\n00:00:12.400 --> 00:00:13.680\ncustomers. We talked\n\n7\n00:00:13.680 --> 00:00:16.910\nto our employees. We talked to our managers. We even talked to the truck\n\n8\n00:00:16.910 --> 00:00:17.920\ndrivers. And we were\n\n9\n00:00:17.920 --> 00:00:21.810\nobserving what's going on and paying attention to what's going on. What we\n\n10\n00:00:21.810 --> 00:00:22.960\nfound is that although\n\n11\n00:00:22.960 --> 00:00:26.480\nmost of the vehicles outside were pickup trucks, there were not many farmers in\n\n12\n00:00:26.480 --> 00:00:27.120\nthe store. There\n\n13\n00:00:27.120 --> 00:00:31.730\nwere people there. Maybe 10% or 15% of the customers were farmers, but there\n\n14\n00:00:31.730 --> 00:00:32.560\nwere lots of other people\n\n15\n00:00:32.560 --> 00:00:38.000\nthey were buying stuff. So we also were fortunate to be, we were data rich. We\n\n16\n00:00:38.000 --> 00:00:39.440\nhave a lot of information.\n\n17\n00:00:39.440 --> 00:00:43.200\nSo we could study how many items we're selling, how much we're making on it,\n\n18\n00:00:43.200 --> 00:00:43.760\nwhere it's selling\n\n19\n00:00:43.760 --> 00:00:48.320\ngeographically. And what we found pretty quickly was that the product that\n\n20\n00:00:48.320 --> 00:00:49.840\nrelated to production\n\n21\n00:00:49.840 --> 00:00:54.150\nagriculture was at best flat. And most of the products were declining in sales.\n\n22\n00:00:54.150 --> 00:00:55.440\nBut all these\n\n23\n00:00:55.440 --> 00:00:59.010\nother products that we're not, you wouldn't think of necessarily as farm\n\n24\n00:00:59.010 --> 00:00:59.600\nproducts,\n\n25\n00:00:59.600 --> 00:01:02.660\nwe're growing and growing. So I'm growing pretty quickly. Anything with a\n\n26\n00:01:02.660 --> 00:01:03.760\ngasoline engine on it,\n\n27\n00:01:03.760 --> 00:01:08.720\nriding lawn mowers, push mowers, tiller snow blowers, generators, other things\n\n28\n00:01:08.720 --> 00:01:09.840\nlike air compressors\n\n29\n00:01:09.840 --> 00:01:16.130\nand specialized hardware and truck toolboxes, men's work clothing, pet food was\n\n30\n00:01:16.130 --> 00:01:17.200\non fire,\n\n31\n00:01:17.200 --> 00:01:22.010\nanimal feed was beginning, bird feeding, all these categories that were not\n\n32\n00:01:22.010 --> 00:01:22.720\ntied directly to\n\n33\n00:01:22.720 --> 00:01:26.240\nproduction agriculture were growing. We came to the conclusion after a while\n\n34\n00:01:26.240 --> 00:01:27.280\nthat this really is not\n\n35\n00:01:27.280 --> 00:01:31.450\na farmer we have, this is somebody else, and we tagged the name hobby farmer on\n\n36\n00:01:31.450 --> 00:01:32.480\nthere. It made\n\n37\n00:01:32.480 --> 00:01:35.250\nall the difference in the world. It changed the trajectory of the company,\n\n38\n00:01:35.250 --> 00:01:36.320\nchanged the trajectory\n\n39\n00:01:36.320 --> 00:01:40.160\nof how we bought product, what kind of product we're going to buy. It changed\n\n40\n00:01:40.160 --> 00:01:41.440\nwhere we put stores,\n\n41\n00:01:41.440 --> 00:01:44.870\nno more stores in the corn fields of Iowa. We put them where there are large\n\n42\n00:01:44.870 --> 00:01:45.840\nnumbers of hobby\n\n43\n00:01:45.840 --> 00:01:50.660\nfarmers. And we got, we figured out how to define a hobby farmer. Hobby farmer\n\n44\n00:01:50.660 --> 00:01:52.400\nis typically a full\n\n45\n00:01:52.400 --> 00:01:56.750\nfamily unit, not dependent on agriculture for a living, could come from any\n\n46\n00:01:56.750 --> 00:01:57.840\nwalk of life. They\n\n47\n00:01:57.840 --> 00:02:02.320\ncould be doctors or lawyers or factory workers or school teachers. They always\n\n48\n00:02:02.320 --> 00:02:03.440\nhave dogs and cats.\n\n49\n00:02:03.440 --> 00:02:07.500\nThey usually have other animals, chickens or goats or horses or cows or\n\n50\n00:02:07.500 --> 00:02:08.960\nsomething like that.\n\n51\n00:02:08.960 --> 00:02:13.260\nThey have a tractor probably. They have a barn or a shed. And this is their\n\n52\n00:02:13.260 --> 00:02:14.240\nlifestyle. And the more\n\n53\n00:02:14.240 --> 00:02:17.840\nwe learned about that customer, the more we just marketed to that customer.\n\n54\n00:02:17.840 --> 00:02:18.400\nThat customer,\n\n55\n00:02:18.400 --> 00:02:21.200\nfor example, you and I probably go out for a steak dinner on Saturday night,\n\n56\n00:02:21.200 --> 00:02:21.920\nbut our customer\n\n57\n00:02:21.920 --> 00:02:25.800\nis more likely home feeding the animals and repairing the fences. That's their\n\n58\n00:02:25.800 --> 00:02:26.400\nlifestyle.\n\n59\n00:02:26.400 --> 00:02:31.160\nAnd once we went hell bent for election after that customer, it changed the\n\n60\n00:02:31.160 --> 00:02:31.760\ndynamics of the\n\n61\n00:02:31.760 --> 00:02:37.480\nbusiness. It changed who we hired, where we put stores, what hours we're open,\n\n62\n00:02:37.480 --> 00:02:38.320\nhow we advertise,\n\n63\n00:02:38.320 --> 00:02:42.720\nwhat we advertise, who we advertise to, put us on an entirely different path.\n\n64\n00:02:42.720 --> 00:02:43.920\nAnd our competitors,\n\n65\n00:02:43.920 --> 00:02:48.160\nalthough they had a lot of the same customers, they continued for the most part\n\n66\n00:02:48.160 --> 00:02:48.800\nto think about\n\n67\n00:02:48.800 --> 00:02:51.920\nthemselves as marketing to farmers because that's how the company was founded.\n","pretty_transcript","start_time",1325359,"end_time",1496339,"keywords","Customer feedback, data, customer profile, turnaround","slug","your-core-customer-may-not-be-who-you-think","origin","cms","mux_playback_id","MfoIMndxXWOfcJwhztxXOTqM01VAPHa3F3Jykc8BgYT4","mux_asset_id","dN7XH6bODiijAxq02BZXtQay00CadqGY01YyEcUiiZmsoo","leader_id",170,"episode_id",319,"updated_at","2025-02-26T20:07:45.000000Z","meta_title","meta_description","og_image_media_id","web_url","https://www.howleaderslead.com/clips/1792/your-core-customer-may-not-be-who-you-think","og_image_url","leader",{"_13":36,"_101":102,"_103":104,"_105":106,"_25":107,"_108":109,"_62":110,"_59":110,"_111":112,"_69":113,"_39":114,"_115":-5,"_41":-5,"_42":-5,"_43":-5,"_116":117,"_89":118,"_44":119,"_120":121,"_122":123,"_46":-5,"_124":125,"_126":127,"_93":128,"_51":-5},"episode",{"_13":38,"_15":52,"_27":53,"_17":54,"_55":56,"_18":57,"_20":58,"_59":60,"_61":-5,"_62":60,"_63":-5,"_64":65,"_66":67,"_68":-5,"_69":-5,"_70":71,"_72":73,"_74":-5,"_35":36,"_39":75,"_41":-5,"_42":-5,"_43":-5,"_76":77,"_78":79,"_80":81,"_82":83,"_84":-5,"_85":-5,"_86":87,"_88":-5,"_89":-5,"_46":-5,"_90":91,"_92":-5,"_93":-5,"_51":-5},"og_image_media","Transparency unifies a team","transparency-unifies-a-team","Discover practical ways to unify your team with transparency, clarity, and more. See how to outsmart bigger competition. Plus, one tweak you might need to make to your bonus structure if you want to boost team motivation.","summary","

Let’s be honest: just because people work for the same company doesn’t mean they’re on the same team.

As a leader, how can you truly get your team unified and working together?

This conversation with Joe Scarlett, the former CEO of Tractor Supply Company, is full of practical ideas and insights.

You’ll also learn:

One small tweak you might need to make to your bonus structure
A blueprint for conducting a successful site visit
Why it’s important to open up and share company details with your team
How Tractor Supply Company avoided getting squashed by big competitors like The Home Depot and Walmart

","WEBVTT\n\n1\n00:00:00.000 --> 00:00:07.630\nWelcome to How Leaders Lead, where every week you get to listen in while I\n\n2\n00:00:07.630 --> 00:00:08.380\ninterview some\n\n3\n00:00:08.380 --> 00:00:10.180\nof the very best leaders in the world.\n\n4\n00:00:10.180 --> 00:00:13.360\nI break down the key learning so that by the end of the episode, you'll have\n\n5\n00:00:13.360 --> 00:00:13.960\nsomething\n\n6\n00:00:13.960 --> 00:00:17.640\nsimple you can apply as you develop into a better leader.\n\n7\n00:00:17.640 --> 00:00:20.000\nThat's what this podcast is all about.\n\n8\n00:00:20.000 --> 00:00:23.110\nYou know, one of the trickiest parts of being a leader is taking lots of\n\n9\n00:00:23.110 --> 00:00:24.040\ndifferent people\n\n10\n00:00:24.040 --> 00:00:28.480\nand departments and getting everybody to actually cooperate and work together.\n\n11\n00:00:28.480 --> 00:00:32.250\nI mean, let's be honest, just because people work for the same company doesn't\n\n12\n00:00:32.250 --> 00:00:32.640\nmean they're\n\n13\n00:00:32.640 --> 00:00:34.400\non the same team.\n\n14\n00:00:34.400 --> 00:00:38.450\nIf you can relate to that, then boy, have I got the perfect leader for you to\n\n15\n00:00:38.450 --> 00:00:38.840\nlearn\n\n16\n00:00:38.840 --> 00:00:40.200\nfrom today.\n\n17\n00:00:40.200 --> 00:00:44.740\nJoe Scarlet is the former CEO of Tractor Supply Company, a retail chain that\n\n18\n00:00:44.740 --> 00:00:45.840\nhas been growing\n\n19\n00:00:45.840 --> 00:00:49.000\nlike crazy for a couple of decades now.\n\n20\n00:00:49.000 --> 00:00:52.900\nAnd as you're about to hear, a big reason for their success is how intentional\n\n21\n00:00:52.900 --> 00:00:53.360\nthey've\n\n22\n00:00:53.360 --> 00:00:58.940\nbeen to get every team member on the same page cooperating towards the same\n\n23\n00:00:58.940 --> 00:00:59.760\ngoals.\n\n24\n00:00:59.760 --> 00:01:03.560\nIf you want to unify your team, believe me, you're about to get a lot of\n\n25\n00:01:03.560 --> 00:01:04.680\npractical ideas\n\n26\n00:01:04.680 --> 00:01:05.960\nto do just that.\n\n27\n00:01:05.960 --> 00:01:08.120\nSo let's just jump in right now.\n\n28\n00:01:08.120 --> 00:01:19.280\nHere's my conversation with my good friend and soon to be yours, Joe Scarlet.\n\n29\n00:01:19.280 --> 00:01:22.520\nYou know, I always like to go back to the beginning.\n\n30\n00:01:22.520 --> 00:01:27.100\nYou know, what's the story from your childhood that shaped the kind of leader\n\n31\n00:01:27.100 --> 00:01:27.960\nyou are today?\n\n32\n00:01:27.960 --> 00:01:31.960\nI grew up in New Jersey and my dad worked on Wall Street.\n\n33\n00:01:31.960 --> 00:01:35.310\nAnd he would be in the city every day and he'd come home at night and he would\n\n34\n00:01:35.310 --> 00:01:36.000\nvery often\n\n35\n00:01:36.000 --> 00:01:39.860\nbe listening to CEOs and CFOs talk about their company and talk about their\n\n36\n00:01:39.860 --> 00:01:41.600\nbusiness strategy.\n\n37\n00:01:41.600 --> 00:01:44.080\nAnd he'd share stories with us at night when he came home.\n\n38\n00:01:44.080 --> 00:01:48.480\nAnd that sort of got me interested in business and interested in leadership.\n\n39\n00:01:48.480 --> 00:01:52.050\nHe would talk about not only about the business strategy, but he would also\n\n40\n00:01:52.050 --> 00:01:52.800\ntalk about the\n\n41\n00:01:52.800 --> 00:01:53.800\nculture.\n\n42\n00:01:53.800 --> 00:01:57.870\nAnyway, he would talk about what he thought of the individual and sometimes he\n\n43\n00:01:57.870 --> 00:01:58.400\n'd say,\n\n44\n00:01:58.400 --> 00:01:59.560\n\"I don't trust that guy.\"\n\n45\n00:01:59.560 --> 00:02:04.410\nIt was one situation in which that guy wound up in jail five or six years later\n\n46\n00:02:04.410 --> 00:02:04.520\n.\n\n47\n00:02:04.520 --> 00:02:06.600\nWhat's the best advice your dad ever gave you?\n\n48\n00:02:06.600 --> 00:02:10.170\nThe very best advice they gave me, two things in life that you never need to be\n\n49\n00:02:10.170 --> 00:02:11.560\ncheap about.\n\n50\n00:02:11.560 --> 00:02:12.560\nOne are lawyers.\n\n51\n00:02:12.560 --> 00:02:15.560\nYou get a cheap lawyer, you might go to jail and the other is doctors.\n\n52\n00:02:15.560 --> 00:02:17.400\nYou get a bad doctor, you might die.\n\n53\n00:02:17.400 --> 00:02:21.040\nYou always get the best doctors and lawyers.\n\n54\n00:02:21.040 --> 00:02:22.640\nThat's great advice.\n\n55\n00:02:22.640 --> 00:02:27.290\nI understand you worked with the legendary Bernie Marcus who we happened to do\n\n56\n00:02:27.290 --> 00:02:27.960\na podcast\n\n57\n00:02:27.960 --> 00:02:31.680\nwith earlier before he found at Home Depot.\n\n58\n00:02:31.680 --> 00:02:35.680\nWhat's the big insight you learned from Bernie over the years?\n\n59\n00:02:35.680 --> 00:02:37.240\nBernie was a good leader all around.\n\n60\n00:02:37.240 --> 00:02:40.120\nHe was very focused on the people he worked with.\n\n61\n00:02:40.120 --> 00:02:43.600\nThe company that we worked together at was a company that was not doing well at\n\n62\n00:02:43.600 --> 00:02:44.000\nall.\n\n63\n00:02:44.000 --> 00:02:47.590\nIt was very poorly managed and Bernie was one of the fellows in top management\n\n64\n00:02:47.590 --> 00:02:48.000\nthat we\n\n65\n00:02:48.000 --> 00:02:51.750\nthought, for those of us in middle management, thought, \"Bernie, if you can\n\n66\n00:02:51.750 --> 00:02:52.280\never get that\n\n67\n00:02:52.280 --> 00:02:54.440\njob, this business is going to take off.\"\n\n68\n00:02:54.440 --> 00:02:57.690\nIf we had gotten there, we might have been the Walmart of the world instead of\n\n69\n00:02:57.690 --> 00:02:58.480\nWalmart.\n\n70\n00:02:58.480 --> 00:02:59.840\nUnfortunately, that didn't work out.\n\n71\n00:02:59.840 --> 00:03:02.920\nThe company didn't work well and Bernie left.\n\n72\n00:03:02.920 --> 00:03:06.080\nSeveral years later, he found at Home Depot.\n\n73\n00:03:06.080 --> 00:03:10.440\nI've listened to a few of your interviews.\n\n74\n00:03:10.440 --> 00:03:14.620\nWhen you talk about this company that wasn't doing well, you never mentioned\n\n75\n00:03:14.620 --> 00:03:15.360\nthe name.\n\n76\n00:03:15.360 --> 00:03:17.160\nI've never heard you mention that name.\n\n77\n00:03:17.160 --> 00:03:20.700\nI was just wondering, what is it about you that doesn't want to denigrate a\n\n78\n00:03:20.700 --> 00:03:21.360\ncompany that\n\n79\n00:03:21.360 --> 00:03:24.600\nwasn't doing so well?\n\n80\n00:03:24.600 --> 00:03:26.320\nStrictly because nobody's ever heard the name.\n\n81\n00:03:26.320 --> 00:03:29.610\nI'd be happy to tell you the name of the company was Two Guys from Harrison and\n\n82\n00:03:29.610 --> 00:03:29.760\nthey\n\n83\n00:03:29.760 --> 00:03:33.420\nwere two brothers who started selling appliances during or at the end of the\n\n84\n00:03:33.420 --> 00:03:34.720\nSecond World War\n\n85\n00:03:34.720 --> 00:03:39.320\nand eventually evolved into a huge discount store chain called Two Guys.\n\n86\n00:03:39.320 --> 00:03:42.730\nIt used to be Two Guys from Harrison and they changed them down to just two\n\n87\n00:03:42.730 --> 00:03:43.200\nguys.\n\n88\n00:03:43.200 --> 00:03:46.560\nWell, Two Guys could have been the Walmart if you and Bernie Marcus would have\n\n89\n00:03:46.560 --> 00:03:47.000\ntaken it\n\n90\n00:03:47.000 --> 00:03:48.000\nforward.\n\n91\n00:03:48.000 --> 00:03:51.160\nNow, what brought you to tractor supply?\n\n92\n00:03:51.160 --> 00:03:54.130\nBernie and I were working for the same company and the company was in trouble\n\n93\n00:03:54.130 --> 00:03:54.720\nand I started\n\n94\n00:03:54.720 --> 00:03:58.460\nlooking around and our reputation in the New York metropolitan area was not\n\n95\n00:03:58.460 --> 00:03:58.920\ngood.\n\n96\n00:03:58.920 --> 00:04:02.320\nIt was hard to get a job if you'd been working at Two Guys.\n\n97\n00:04:02.320 --> 00:04:05.910\nThese people from tractor supply contacted me and wanted to talk to me about\n\n98\n00:04:05.910 --> 00:04:06.360\ngoing to\n\n99\n00:04:06.360 --> 00:04:09.160\nwork for them and I wound up doing that.\n\n100\n00:04:09.160 --> 00:04:12.450\nI should back up here a little bit and when I was working for Two Guys, most of\n\n101\n00:04:12.450 --> 00:04:12.840\nmy time\n\n102\n00:04:12.840 --> 00:04:17.140\nwas in store operations, running departments, running stores, supervising\n\n103\n00:04:17.140 --> 00:04:17.640\nstores and then\n\n104\n00:04:17.640 --> 00:04:21.630\nthe last two years of my career, the chairman came in one day and he said, \"Joe\n\n105\n00:04:21.630 --> 00:04:22.120\n, I just\n\n106\n00:04:22.120 --> 00:04:25.720\nfired the guy running the personnel department and I want you to become our\n\n107\n00:04:25.720 --> 00:04:26.800\npersonnel director\n\n108\n00:04:26.800 --> 00:04:28.320\non Monday morning.\"\n\n109\n00:04:28.320 --> 00:04:31.630\nI worked in personnel for two years and it was a great learning experience for\n\n110\n00:04:31.630 --> 00:04:31.960\nme that\n\n111\n00:04:31.960 --> 00:04:34.600\nhelped me develop my skills as a leader.\n\n112\n00:04:34.600 --> 00:04:37.120\nWhen you're in operations, you can tell people what to do.\n\n113\n00:04:37.120 --> 00:04:40.040\nWhen you're in personnel, you've got to sell your ideas, you've got to convince\n\n114\n00:04:40.040 --> 00:04:40.440\npeople\n\n115\n00:04:40.440 --> 00:04:43.920\nof what to do and it helped me grow up tremendously.\n\n116\n00:04:43.920 --> 00:04:47.880\nI went to work for tractor supplies, vice president personnel, which didn't\n\n117\n00:04:47.880 --> 00:04:48.400\nlast very\n\n118\n00:04:48.400 --> 00:04:49.400\nlong.\n\n119\n00:04:49.400 --> 00:04:51.240\nI moved up to other jobs right after that.\n\n120\n00:04:51.240 --> 00:04:54.950\nI understand that you were one of several VPs and you got tapped to be the\n\n121\n00:04:54.950 --> 00:04:55.640\nnumber two\n\n122\n00:04:55.640 --> 00:04:57.760\nperson in the company.\n\n123\n00:04:57.760 --> 00:05:01.490\nWhat was it about your leadership you think that got you that nod and got you\n\n124\n00:05:01.490 --> 00:05:02.040\ninto that\n\n125\n00:05:02.040 --> 00:05:03.520\nnumber two spot?\n\n126\n00:05:03.520 --> 00:05:08.290\nThe fellow who hired me, a very nice man, he just didn't have a good strategy\n\n127\n00:05:08.290 --> 00:05:08.800\nfor running\n\n128\n00:05:08.800 --> 00:05:09.800\nthe business.\n\n129\n00:05:09.800 --> 00:05:14.100\nHe got fired and we were half a dozen vice presidents like myself together and\n\n130\n00:05:14.100 --> 00:05:14.560\nthe parent\n\n131\n00:05:14.560 --> 00:05:19.320\ncompany brought in a senior executive named Tom Hennessy, 12 or 14 years older\n\n132\n00:05:19.320 --> 00:05:19.720\nthan I\n\n133\n00:05:19.720 --> 00:05:23.910\nwas and he was there as a caretaker and I decided I had nothing to lose by\n\n134\n00:05:23.910 --> 00:05:24.680\nworking with\n\n135\n00:05:24.680 --> 00:05:26.480\nhim and I worked closely with him.\n\n136\n00:05:26.480 --> 00:05:27.680\nHe was a good businessman.\n\n137\n00:05:27.680 --> 00:05:31.680\nI understood retailing so we worked together on a number of different projects\n\n138\n00:05:31.680 --> 00:05:32.200\nand then\n\n139\n00:05:32.200 --> 00:05:36.040\nhe decided he really liked this business and he went back to the parent company\n\n140\n00:05:36.040 --> 00:05:36.320\nand he\n\n141\n00:05:36.320 --> 00:05:38.880\nsaid, \"You know, we're working for you for 25 years.\n\n142\n00:05:38.880 --> 00:05:41.720\nI want to be the CEO of tractor supply.\"\n\n143\n00:05:41.720 --> 00:05:43.800\nThe parent company said, \"You are.\"\n\n144\n00:05:43.800 --> 00:05:47.400\nHe came back to Nashville and he mapped out a plan for the company.\n\n145\n00:05:47.400 --> 00:05:51.400\nHe said, \"I'm now the CEO and I personally, I'm Tom.\n\n146\n00:05:51.400 --> 00:05:55.570\nI'm going to manage operations, merchandising and real estate and I'm creating\n\n147\n00:05:55.570 --> 00:05:56.400\na new position\n\n148\n00:05:56.400 --> 00:06:00.300\nof senior vice president responsible for everything else and I'm thinking to\n\n149\n00:06:00.300 --> 00:06:00.720\nmyself,\n\n150\n00:06:00.720 --> 00:06:02.240\nwhere are they going to find this guy?\"\n\n151\n00:06:02.240 --> 00:06:05.840\nHe looked around and he said, \"Joe, that's you.\"\n\n152\n00:06:05.840 --> 00:06:08.040\nI started off in a whole different part of the world.\n\n153\n00:06:08.040 --> 00:06:10.320\nI had to learn all about accounting.\n\n154\n00:06:10.320 --> 00:06:14.540\nI had to learn all about data processing, marketing, things I knew very little\n\n155\n00:06:14.540 --> 00:06:14.960\nabout\n\n156\n00:06:14.960 --> 00:06:16.840\nand but it worked out very well.\n\n157\n00:06:16.840 --> 00:06:18.800\nWe developed a tremendous partnership.\n\n158\n00:06:18.800 --> 00:06:22.500\nThe reason I got the job as opposed to the other four or five VPs is that I was\n\n159\n00:06:22.500 --> 00:06:23.040\nhelping\n\n160\n00:06:23.040 --> 00:06:26.300\nhim and working with him and the others were very loyal to the previous\n\n161\n00:06:26.300 --> 00:06:27.240\npresident and sort\n\n162\n00:06:27.240 --> 00:06:29.720\nof steered clear of him to a great degree.\n\n163\n00:06:29.720 --> 00:06:32.610\nThe advice there that I was to give everybody is no matter what you think your\n\n164\n00:06:32.610 --> 00:06:33.120\nboss, help\n\n165\n00:06:33.120 --> 00:06:34.360\nyour boss be successful.\n\n166\n00:06:34.360 --> 00:06:37.280\nYou have nothing to lose and everything to gain.\n\n167\n00:06:37.280 --> 00:06:40.850\nWhen you take over a function where you don't really, you're not the subject\n\n168\n00:06:40.850 --> 00:06:43.040\nmatter expert,\n\n169\n00:06:43.040 --> 00:06:46.640\nwhat do you think is the critical thing you need to learn so that you can be\n\n170\n00:06:46.640 --> 00:06:47.200\neffective\n\n171\n00:06:47.200 --> 00:06:51.810\nin that role knowing that many of the people that work for you actually know\n\n172\n00:06:51.810 --> 00:06:52.600\nthe subject\n\n173\n00:06:52.600 --> 00:06:54.240\nbetter than you or usually do?\n\n174\n00:06:54.240 --> 00:06:57.830\nWell, I think the first thing you have to do is to get to know your people,\n\n175\n00:06:57.830 --> 00:06:58.440\nbecome partners\n\n176\n00:06:58.440 --> 00:07:01.980\nwith them, listen to them every way you can and figure out what the measures of\n\n177\n00:07:01.980 --> 00:07:02.440\nsuccess\n\n178\n00:07:02.440 --> 00:07:04.040\nare in these areas.\n\n179\n00:07:04.040 --> 00:07:06.360\nWhat is it that really takes to be successful?\n\n180\n00:07:06.360 --> 00:07:09.050\nIf you work with your people and listen to your people, you can learn about the\n\n181\n00:07:09.050 --> 00:07:09.520\nbusiness\n\n182\n00:07:09.520 --> 00:07:13.840\nand if you figure out what's most important you can give them the best possible\n\n183\n00:07:13.840 --> 00:07:14.720\ndirection.\n\n184\n00:07:14.720 --> 00:07:19.720\nYou and a few others eventually go on and buy the company.\n\n185\n00:07:19.720 --> 00:07:22.240\nWalk us through that decision, Joe.\n\n186\n00:07:22.240 --> 00:07:26.070\nAfter Tom Hennessy and I and others took over running the company in 1981, we\n\n187\n00:07:26.070 --> 00:07:26.560\nwere losing\n\n188\n00:07:26.560 --> 00:07:32.580\nmoney in '82, we were beginning to make a profit, but at the beginning of 1982\n\n189\n00:07:32.580 --> 00:07:32.720\nthe big\n\n190\n00:07:32.720 --> 00:07:35.920\nboys from the parent company came in and they said, \"This is almost a quote.\"\n\n191\n00:07:35.920 --> 00:07:38.960\nThey said, \"Boys, we love you, but you're for sale.\"\n\n192\n00:07:38.960 --> 00:07:42.990\nAnd we spent the year trying to be sold both by an outside organization and\n\n193\n00:07:42.990 --> 00:07:43.800\nourselves.\n\n194\n00:07:43.800 --> 00:07:47.390\nAnd finally at the end of the year, after the five of us, and beg, barred and\n\n195\n00:07:47.390 --> 00:07:48.160\nstole everything\n\n196\n00:07:48.160 --> 00:07:51.550\nwe could, which wasn't much, we had a little equity to put up and then we\n\n197\n00:07:51.550 --> 00:07:52.360\nhooked up with\n\n198\n00:07:52.360 --> 00:07:57.500\nthree wealthy guys from New York City, that was what put us into buying the\n\n199\n00:07:57.500 --> 00:07:58.720\ncompany December\n\n200\n00:07:58.720 --> 00:08:00.800\n28th, 1982.\n\n201\n00:08:00.800 --> 00:08:04.480\nAnd so we started off 1983 running, owning our own company.\n\n202\n00:08:04.480 --> 00:08:07.240\nAnd we were beginning to make a profit then so things were looking pretty good.\n\n203\n00:08:07.240 --> 00:08:10.880\nNow a little story about the three fellows that loaned us the money from New\n\n204\n00:08:10.880 --> 00:08:11.320\nYork, we're\n\n205\n00:08:11.320 --> 00:08:15.560\nalso the fellows that financed and ran the Woodstock Rock Festival.\n\n206\n00:08:15.560 --> 00:08:18.230\nSo our board meeting, since we were making money and going in the right\n\n207\n00:08:18.230 --> 00:08:18.960\ndirection, our\n\n208\n00:08:18.960 --> 00:08:22.240\nboard meeting, we'd spend two hours on the business and then we'd spend two\n\n209\n00:08:22.240 --> 00:08:23.080\nhours listening\n\n210\n00:08:23.080 --> 00:08:24.800\nto Woodstock stories.\n\n211\n00:08:24.800 --> 00:08:27.900\nAnd it was a great partnership and a great friendship and I'm still friends\n\n212\n00:08:27.900 --> 00:08:28.520\nwith the\n\n213\n00:08:28.520 --> 00:08:31.600\ntwo of those three fellows today and the one has passed away.\n\n214\n00:08:31.600 --> 00:08:35.080\nWhat did you learn that's the most interesting thing about the leadership it\n\n215\n00:08:35.080 --> 00:08:35.840\ntook to put that\n\n216\n00:08:35.840 --> 00:08:37.520\nRock Festival on?\n\n217\n00:08:37.520 --> 00:08:41.280\nThe biggest mistake they made was underestimating the size of the audience.\n\n218\n00:08:41.280 --> 00:08:44.280\nThey were expecting 30,000 and got 300,000.\n\n219\n00:08:44.280 --> 00:08:47.810\nThey just completely underestimated things and they did the best they could in\n\n220\n00:08:47.810 --> 00:08:48.920\nthat situation.\n\n221\n00:08:48.920 --> 00:08:52.570\nThe biggest issue they were dealing with were drug overdoses and then how did\n\n222\n00:08:52.570 --> 00:08:53.040\nthey get\n\n223\n00:08:53.040 --> 00:08:55.320\npeople to safety quickly?\n\n224\n00:08:55.320 --> 00:08:59.710\nThey found ways to rent helicopters to get people out in a worse possible\n\n225\n00:08:59.710 --> 00:09:00.560\nsituations.\n\n226\n00:09:00.560 --> 00:09:05.640\nAnd they lost their shirt on that but they made a ton of money with us.\n\n227\n00:09:05.640 --> 00:09:09.480\nYou know, it sounds like you had a leveraged buyout basically.\n\n228\n00:09:09.480 --> 00:09:14.140\nYou know, you take on all this debt, the five of you who go in there, you know,\n\n229\n00:09:14.140 --> 00:09:14.600\nwhat is\n\n230\n00:09:14.600 --> 00:09:18.520\nthat like having the pressure of that debt, Joe?\n\n231\n00:09:18.520 --> 00:09:19.520\nIt's tough.\n\n232\n00:09:19.520 --> 00:09:23.120\nI mean, you know it's there and in our business, springtime is like our\n\n233\n00:09:23.120 --> 00:09:24.400\nChristmas time because\n\n234\n00:09:24.400 --> 00:09:27.510\nso much goes on in the spring in the planning season and lawn mowing and so\n\n235\n00:09:27.510 --> 00:09:29.040\nmany other things.\n\n236\n00:09:29.040 --> 00:09:31.560\nDuring the first two springs, we ran out of money.\n\n237\n00:09:31.560 --> 00:09:35.040\nWe couldn't pay the bills and what we did is we talked to our suppliers and we\n\n238\n00:09:35.040 --> 00:09:35.440\nsaid,\n\n239\n00:09:35.440 --> 00:09:38.300\nlisten, we're going to be two months late, we're going to be three months late,\n\n240\n00:09:38.300 --> 00:09:38.640\nwe're\n\n241\n00:09:38.640 --> 00:09:42.980\ngoing to be six weeks late, we talked to them in a very professional way and\n\n242\n00:09:42.980 --> 00:09:43.560\nonly one\n\n243\n00:09:43.560 --> 00:09:47.560\nsupplier out of all the hundreds of suppliers we had cut us off at all.\n\n244\n00:09:47.560 --> 00:09:50.510\nWe all stuck with us, they believed in us and stayed with us and many of those\n\n245\n00:09:50.510 --> 00:09:51.040\nsuppliers\n\n246\n00:09:51.040 --> 00:09:52.640\nare still with us today.\n\n247\n00:09:52.640 --> 00:09:57.440\nSo give us a real short summary of what you'd say to these guys to get them to\n\n248\n00:09:57.440 --> 00:09:58.440\nbelieve that\n\n249\n00:09:58.440 --> 00:10:01.560\nyou would actually pay them and be a player someday.\n\n250\n00:10:01.560 --> 00:10:04.720\nWe talked about how we were rebuilding the company, how much effort we were\n\n251\n00:10:04.720 --> 00:10:05.400\nputting into\n\n252\n00:10:05.400 --> 00:10:08.700\nhelping and training our people and developing the right people and the fact\n\n253\n00:10:08.700 --> 00:10:09.320\nthat we were\n\n254\n00:10:09.320 --> 00:10:12.470\nfocusing on a little bit different customer, they just came around to believe\n\n255\n00:10:12.470 --> 00:10:13.080\nin us because\n\n256\n00:10:13.080 --> 00:10:16.310\nwe were telling the truth and we were honest about it and we're straightforward\n\n257\n00:10:16.310 --> 00:10:16.400\n.\n\n258\n00:10:16.400 --> 00:10:19.840\nOne of the things my predecessor used to say all the time is we're a no secrets\n\n259\n00:10:19.840 --> 00:10:20.440\ncompany,\n\n260\n00:10:20.440 --> 00:10:23.800\nwe don't keep secrets from anybody, we work closely with everybody.\n\n261\n00:10:23.800 --> 00:10:26.760\nTell us when you became CEO and what that was like.\n\n262\n00:10:26.760 --> 00:10:29.160\nWell, there's a history that works up to that.\n\n263\n00:10:29.160 --> 00:10:33.190\nI think I told you that Tom Hennessey made me number two person in the company\n\n264\n00:10:33.190 --> 00:10:33.480\nand a\n\n265\n00:10:33.480 --> 00:10:37.080\nwhile after that he made me the executive vice president and then it became\n\n266\n00:10:37.080 --> 00:10:37.720\npresident\n\n267\n00:10:37.720 --> 00:10:43.560\nand then finally became CEO and it was when Tom slowly over time stepped down.\n\n268\n00:10:43.560 --> 00:10:47.990\nWhat Tom was good at is he delegated responsibility and in fact I had been the\n\n269\n00:10:47.990 --> 00:10:49.120\nCEO longer than\n\n270\n00:10:49.120 --> 00:10:52.640\nmy title shows me being the CEO because he was sitting back and letting me run\n\n271\n00:10:52.640 --> 00:10:53.080\nthis and\n\n272\n00:10:53.080 --> 00:10:55.600\nrun that and pretty much run the company for a long time.\n\n273\n00:10:55.600 --> 00:11:00.290\nSo I didn't jump into the CEO role overnight, I evolved into it over time and\n\n274\n00:11:00.290 --> 00:11:00.960\nit was a very\n\n275\n00:11:00.960 --> 00:11:02.480\nsmooth transition.\n\n276\n00:11:02.480 --> 00:11:04.640\nNo dramatics involved.\n\n277\n00:11:04.640 --> 00:11:09.040\nWhat would you say Joe is the key to getting people on your team to work\n\n278\n00:11:09.040 --> 00:11:10.200\ntogether so you\n\n279\n00:11:10.200 --> 00:11:12.200\ncan really grow a business like you did?\n\n280\n00:11:12.200 --> 00:11:15.400\nWell, that's a question that has a lot of answers to it.\n\n281\n00:11:15.400 --> 00:11:17.960\nFirst of all, it's about selecting the right people in the first place.\n\n282\n00:11:17.960 --> 00:11:20.850\nIt's about sharing with people, it's about putting people on the right path, it\n\n283\n00:11:20.850 --> 00:11:21.280\n's about\n\n284\n00:11:21.280 --> 00:11:25.800\nmaking sure people understand where we're going, what we believe in, talking a\n\n285\n00:11:25.800 --> 00:11:26.440\nlot about the\n\n286\n00:11:26.440 --> 00:11:31.120\nvalues of the organization, continually working on the skill base, additionally\n\n287\n00:11:31.120 --> 00:11:32.120\nworking on\n\n288\n00:11:32.120 --> 00:11:35.360\nand we spend a lot of time on this, working on the development of our people as\n\n289\n00:11:35.360 --> 00:11:35.760\nwe went\n\n290\n00:11:35.760 --> 00:11:36.760\nforward.\n\n291\n00:11:36.760 --> 00:11:40.490\nFor example, with hundreds of stores, you're forever going to have some degree\n\n292\n00:11:40.490 --> 00:11:41.000\nof growth\n\n293\n00:11:41.000 --> 00:11:44.670\nand potential turnover and we worked very hard to analyze groups of people\n\n294\n00:11:44.670 --> 00:11:45.440\nthroughout the\n\n295\n00:11:45.440 --> 00:11:47.600\ncompany all the time.\n\n296\n00:11:47.600 --> 00:11:50.920\nThese 10 stores, these three are doing a great job.\n\n297\n00:11:50.920 --> 00:11:53.960\nThese two have potential to move up the ladder so let's give them other\n\n298\n00:11:53.960 --> 00:11:54.920\nexperiences, put them\n\n299\n00:11:54.920 --> 00:11:59.720\non other programs, give them a new store, keep continual process of developing\n\n300\n00:11:59.720 --> 00:12:00.240\npeople\n\n301\n00:12:00.240 --> 00:12:02.760\nso that everybody can see where the future is.\n\n302\n00:12:02.760 --> 00:12:07.880\nWe worked very hard at that and often tried to promote from within because it\n\n303\n00:12:07.880 --> 00:12:08.600\njust gives\n\n304\n00:12:08.600 --> 00:12:10.360\nyou better results.\n\n305\n00:12:10.360 --> 00:12:12.840\nI know you're a big believer in mission.\n\n306\n00:12:12.840 --> 00:12:14.360\nWhat was your mission?\n\n307\n00:12:14.360 --> 00:12:18.050\nOur mission is to work hard and have fun and make money by providing legendary\n\n308\n00:12:18.050 --> 00:12:18.600\nservice\n\n309\n00:12:18.600 --> 00:12:21.280\nand great products at everyday low prices.\n\n310\n00:12:21.280 --> 00:12:23.320\nNot many people say have fun.\n\n311\n00:12:23.320 --> 00:12:26.040\nWhy did you put that in the mission, David?\n\n312\n00:12:26.040 --> 00:12:31.240\n90% of our employees or team members as we call them today are customer facing.\n\n313\n00:12:31.240 --> 00:12:33.360\nWe want people to feel good about themselves.\n\n314\n00:12:33.360 --> 00:12:34.960\nThere's no downside to having fun.\n\n315\n00:12:34.960 --> 00:12:36.680\nYou make people feel good about themselves.\n\n316\n00:12:36.680 --> 00:12:38.000\nThey'll stay with you longer.\n\n317\n00:12:38.000 --> 00:12:40.080\nThey'll deal with customers more effectively.\n\n318\n00:12:40.080 --> 00:12:41.080\nThat's what we do.\n\n319\n00:12:41.080 --> 00:12:43.600\nWork hard, have fun, and make money.\n\n320\n00:12:43.600 --> 00:12:46.470\nThe make money part is also, it's not about the company making money\n\n321\n00:12:46.470 --> 00:12:47.640\nnecessarily, although\n\n322\n00:12:47.640 --> 00:12:49.560\nthat's an essential component.\n\n323\n00:12:49.560 --> 00:12:53.260\nBut everybody in our organization is on a performance-based incentive plan of\n\n324\n00:12:53.260 --> 00:12:53.720\none sort\n\n325\n00:12:53.720 --> 00:12:54.720\nor another.\n\n326\n00:12:54.720 --> 00:12:58.310\nThe more money we're paying out incentives throughout the company, the better I\n\n327\n00:12:58.310 --> 00:12:59.320\nwas doing.\n\n328\n00:12:59.320 --> 00:13:01.080\nThat makes a lot of sense.\n\n329\n00:13:01.080 --> 00:13:05.420\nYou did something that was pretty unique on that front because you not only had\n\n330\n00:13:05.420 --> 00:13:06.440\nincentives,\n\n331\n00:13:06.440 --> 00:13:11.080\nbut for the store managers, I believe you had monthly incentives.\n\n332\n00:13:11.080 --> 00:13:14.510\nWhat drove you to that and what learning did you get that you think could be of\n\n333\n00:13:14.510 --> 00:13:14.840\nvalue\n\n334\n00:13:14.840 --> 00:13:16.160\nto others?\n\n335\n00:13:16.160 --> 00:13:20.960\nThat incentive program was started in 1981 by my predecessor, Tom Hennessey.\n\n336\n00:13:20.960 --> 00:13:22.020\nIt goes like this.\n\n337\n00:13:22.020 --> 00:13:26.380\nEvery month when you hit the sales plan, we take one half of 1% of the sales,\n\n338\n00:13:26.380 --> 00:13:26.520\nput it\n\n339\n00:13:26.520 --> 00:13:30.480\ninto a bonus pool, and it's paid out proportionally a couple of weeks later.\n\n340\n00:13:30.480 --> 00:13:33.710\nOriginally, we were paying that out at the end of the six month period or the\n\n341\n00:13:33.710 --> 00:13:34.000\nend of the\n\n342\n00:13:34.000 --> 00:13:36.160\nyear period, something like that.\n\n343\n00:13:36.160 --> 00:13:40.510\nWhat we found is when you're paying hourly people, you need to pay them quickly\n\n344\n00:13:40.510 --> 00:13:40.680\n.\n\n345\n00:13:40.680 --> 00:13:43.880\nEvery month you have a new plan and every month if you're a manager, you can\n\n346\n00:13:43.880 --> 00:13:44.320\nget your\n\n347\n00:13:44.320 --> 00:13:45.800\npeople fired up about.\n\n348\n00:13:45.800 --> 00:13:48.440\nWe just missed it last month, but let's go this month.\n\n349\n00:13:48.440 --> 00:13:51.160\nWe post the numbers in the break room all the time.\n\n350\n00:13:51.160 --> 00:13:53.520\nWhen I go into a store, I always say, \"How are you doing?\n\n351\n00:13:53.520 --> 00:13:54.720\nI'm planning this month.\"\n\n352\n00:13:54.720 --> 00:13:57.740\nAlmost all of them will tell you, \"Just a little behind or just a little ahead\n\n353\n00:13:57.740 --> 00:13:57.920\nor\n\n354\n00:13:57.920 --> 00:13:58.920\nwe're way ahead.\"\n\n355\n00:13:58.920 --> 00:14:02.440\nIf I go into a store and find that they don't know where they are in plan, we\n\n356\n00:14:02.440 --> 00:14:03.120\nmay have somewhat\n\n357\n00:14:03.120 --> 00:14:04.840\nof a leadership issue there.\n\n358\n00:14:04.840 --> 00:14:10.280\nI want to go back to this point that you made that you called tractor supply a\n\n359\n00:14:10.280 --> 00:14:11.160\nno secrets\n\n360\n00:14:11.160 --> 00:14:12.160\ncompany.\n\n361\n00:14:12.160 --> 00:14:14.360\nUnpack that a little bit more for me.\n\n362\n00:14:14.360 --> 00:14:18.910\nI understand how it worked with your suppliers, but how did you make that come\n\n363\n00:14:18.910 --> 00:14:19.720\nalive inside\n\n364\n00:14:19.720 --> 00:14:20.720\nthe company?\n\n365\n00:14:20.720 --> 00:14:24.170\nWay back in time to the beginning, every time we'd have a store managers\n\n366\n00:14:24.170 --> 00:14:25.480\nmeeting, my predecessor\n\n367\n00:14:25.480 --> 00:14:28.660\nand I would stand up in front of the group and we talk about how we're doing\n\n368\n00:14:28.660 --> 00:14:29.560\nfinancially,\n\n369\n00:14:29.560 --> 00:14:32.720\nwhat our sales are, what our gross profit is, what our net profits are.\n\n370\n00:14:32.720 --> 00:14:35.960\nWe would share with people where we're building new stores, what the future\n\n371\n00:14:35.960 --> 00:14:36.800\nlooks like, what\n\n372\n00:14:36.800 --> 00:14:38.760\nnew products are coming down the road.\n\n373\n00:14:38.760 --> 00:14:42.520\nWe just kept sharing information all the time so that we don't keep secrets.\n\n374\n00:14:42.520 --> 00:14:47.740\nAnd we also always open ourselves up for questions, any venue, wherever we are,\n\n375\n00:14:47.740 --> 00:14:47.960\nanything\n\n376\n00:14:47.960 --> 00:14:49.200\nyou want to know, just ask.\n\n377\n00:14:49.200 --> 00:14:50.200\nWe're happy to share.\n\n378\n00:14:50.200 --> 00:14:52.880\nNow, we don't share confidential information, obviously.\n\n379\n00:14:52.880 --> 00:14:56.090\nAs a public company, some kids can't share stuff as a public company the way\n\n380\n00:14:56.090 --> 00:14:56.600\nyou could\n\n381\n00:14:56.600 --> 00:15:00.440\nas a private company, but we just always keep our people filled in on where we\n\n382\n00:15:00.440 --> 00:15:01.560\n're going.\n\n383\n00:15:01.560 --> 00:15:05.360\nToday, the company has semi-annual store managers meetings where they get all 2\n\n384\n00:15:05.360 --> 00:15:06.520\n,000 managers\n\n385\n00:15:06.520 --> 00:15:09.740\ntogether and they'll spend two or three days together and they'll learn about\n\n386\n00:15:09.740 --> 00:15:10.280\nwhat's coming\n\n387\n00:15:10.280 --> 00:15:13.400\ndown the road, where the company's going, where the growth is going to be,\n\n388\n00:15:13.400 --> 00:15:13.600\nwhere the\n\n389\n00:15:13.600 --> 00:15:15.400\nnew distribution centers will be.\n\n390\n00:15:15.400 --> 00:15:17.160\nWe just keep everybody in the loop.\n\n391\n00:15:17.160 --> 00:15:21.500\nThat's interesting, Joe, because so many leaders don't really share what's\n\n392\n00:15:21.500 --> 00:15:22.360\ngoing on in their\n\n393\n00:15:22.360 --> 00:15:23.360\nbusiness.\n\n394\n00:15:23.360 --> 00:15:25.120\nWhat have you learned about those kind of leaders?\n\n395\n00:15:25.120 --> 00:15:26.560\nWhy is it that they don't?\n\n396\n00:15:26.560 --> 00:15:30.400\nThey're just small thinkers, so clear that your people are going to help you\n\n397\n00:15:30.400 --> 00:15:30.960\nget where\n\n398\n00:15:30.960 --> 00:15:33.950\nyou want to go, so the more they know, the more they can help you get where you\n\n399\n00:15:33.950 --> 00:15:34.200\nwant\n\n400\n00:15:34.200 --> 00:15:35.200\nto go.\n\n401\n00:15:35.200 --> 00:15:36.200\nIt's just common sense to me.\n\n402\n00:15:36.200 --> 00:15:37.760\nIt doesn't take a lot of thinking.\n\n403\n00:15:37.760 --> 00:15:39.280\nWhy some leaders don't do that?\n\n404\n00:15:39.280 --> 00:15:41.000\nIt sometimes blows my mind.\n\n405\n00:15:41.000 --> 00:15:42.000\nWhy leaders?\n\n406\n00:15:42.000 --> 00:15:43.000\nJust don't share.\n\n407\n00:15:43.000 --> 00:15:47.560\nThere's no downside and there's so much upside.\n\n408\n00:15:47.560 --> 00:15:50.200\nHey, everyone.\n\n409\n00:15:50.200 --> 00:15:54.300\nIt's Kula, co-host of Three More Questions, and I have some exciting news to\n\n410\n00:15:54.300 --> 00:15:55.000\nshare with\n\n411\n00:15:55.000 --> 00:15:56.000\nyou.\n\n412\n00:15:56.000 --> 00:15:59.050\nWe just launched a breakthrough app that will help you become a better leader\n\n413\n00:15:59.050 --> 00:15:59.440\nin less\n\n414\n00:15:59.440 --> 00:16:01.280\nthan two minutes a day.\n\n415\n00:16:01.280 --> 00:16:03.080\nIt's called How Leaders Lead.\n\n416\n00:16:03.080 --> 00:16:06.720\nAs you know on the podcast, David spends about an hour each week interviewing\n\n417\n00:16:06.720 --> 00:16:07.280\nsome of the\n\n418\n00:16:07.280 --> 00:16:09.240\ntop leaders in the world.\n\n419\n00:16:09.240 --> 00:16:13.200\nPeople like Tom Brady, Condolee is a rice and Jamie Diamond.\n\n420\n00:16:13.200 --> 00:16:17.650\nBut we know that leaders like yourself are pressed for time, so we've taken the\n\n421\n00:16:17.650 --> 00:16:18.080\nvery\n\n422\n00:16:18.080 --> 00:16:22.640\nbest clips from these conversations and put them into an easy to use mobile app\n\n423\n00:16:22.640 --> 00:16:23.160\nthat you\n\n424\n00:16:23.160 --> 00:16:26.400\ncan learn from in less than two minutes a day.\n\n425\n00:16:26.400 --> 00:16:29.860\nIf you want to become a better leader, start a daily leadership habit with the\n\n426\n00:16:29.860 --> 00:16:30.480\nHow Leaders\n\n427\n00:16:30.480 --> 00:16:31.720\nLead app.\n\n428\n00:16:31.720 --> 00:16:34.800\nIt's available now for free in the App Store.\n\n429\n00:16:34.800 --> 00:16:43.600\nDownload it today.\n\n430\n00:16:43.600 --> 00:16:48.080\nYour stock at tractor supply, I think, really took a big hit once there were\n\n431\n00:16:48.080 --> 00:16:48.880\nrumors that\n\n432\n00:16:48.880 --> 00:16:52.360\nWalmart was opening farm stores.\n\n433\n00:16:52.360 --> 00:16:53.640\nWhat'd you do about that?\n\n434\n00:16:53.640 --> 00:16:59.870\nYou got this DM of coming in, opening up farm stores, your stock's going to in\n\n435\n00:16:59.870 --> 00:17:00.680\na tank.\n\n436\n00:17:00.680 --> 00:17:02.720\nHow'd you get out of that hole?\n\n437\n00:17:02.720 --> 00:17:07.240\nAfter we went public, people started paying attention to us, including Walmart.\n\n438\n00:17:07.240 --> 00:17:10.260\nWe heard through the grapevine, through our vendor community, that Walmart's\n\n439\n00:17:10.260 --> 00:17:10.640\ngoing to\n\n440\n00:17:10.640 --> 00:17:11.840\nopen a farm store.\n\n441\n00:17:11.840 --> 00:17:14.040\nThat's not too much of a concern.\n\n442\n00:17:14.040 --> 00:17:16.800\nWalmart's going to open 10 farm stores.\n\n443\n00:17:16.800 --> 00:17:19.120\nWeek later, Walmart's going to open 100 farm stores.\n\n444\n00:17:19.120 --> 00:17:22.400\nWeek later, Walmart's going to open 500 farm stores.\n\n445\n00:17:22.400 --> 00:17:23.400\nIt's too much.\n\n446\n00:17:23.400 --> 00:17:26.640\nI called down to Bentonville to talk to David Glass.\n\n447\n00:17:26.640 --> 00:17:27.640\nI got on a phone.\n\n448\n00:17:27.640 --> 00:17:30.440\nI said, \"I'd like to speak to David Glass, please.\"\n\n449\n00:17:30.440 --> 00:17:32.480\nAnd the boom, something goes through.\n\n450\n00:17:32.480 --> 00:17:35.640\nThe guy picks up the phone and says, \"David Glass here.\"\n\n451\n00:17:35.640 --> 00:17:40.040\nI was stuttering then because I was amazed that he answered his own phone.\n\n452\n00:17:40.040 --> 00:17:43.240\nI just told him we had some concerns about this farm store business.\n\n453\n00:17:43.240 --> 00:17:47.400\nHe said, \"Joe, I know who you are,\" which surprised me.\n\n454\n00:17:47.400 --> 00:17:49.080\nCarrying on a conversation with two or three minutes.\n\n455\n00:17:49.080 --> 00:17:50.600\nHe said, \"Joe, why don't you come down here?\n\n456\n00:17:50.600 --> 00:17:51.600\nI want to talk to you.\"\n\n457\n00:17:51.600 --> 00:17:52.920\nI want to get to know you.\n\n458\n00:17:52.920 --> 00:17:56.920\nSo I went down to Bentonville as fast as I could along with one of my partners.\n\n459\n00:17:56.920 --> 00:18:00.520\nAnd we spent an hour and a half with David Glass talking about business.\n\n460\n00:18:00.520 --> 00:18:03.960\nVery little about the farm store business, but mostly about retail business.\n\n461\n00:18:03.960 --> 00:18:06.640\nAnd he was complaining about some of the drug stores were selling stuff below\n\n462\n00:18:06.640 --> 00:18:07.080\ncost and\n\n463\n00:18:07.080 --> 00:18:08.080\nblah, blah, blah.\n\n464\n00:18:08.080 --> 00:18:09.080\nAnd we had a great conversation.\n\n465\n00:18:09.080 --> 00:18:11.840\nFinally, I said, \"Well, why are you getting into the farm store business?\"\n\n466\n00:18:11.840 --> 00:18:15.760\nHe said, \"Well, Joe, we want to find a few products we can knock off from your\n\n467\n00:18:15.760 --> 00:18:16.320\nchannel\n\n468\n00:18:16.320 --> 00:18:18.640\nand put them in our Sam's Club.\"\n\n469\n00:18:18.640 --> 00:18:20.880\nAnd that was the end of the conversation.\n\n470\n00:18:20.880 --> 00:18:23.080\nI asked them, \"You going to open any more farm stores?\"\n\n471\n00:18:23.080 --> 00:18:24.080\nI don't think so.\n\n472\n00:18:24.080 --> 00:18:26.920\nThe one they had was in Kirchville, Missouri.\n\n473\n00:18:26.920 --> 00:18:30.810\nAnd so along the way, we had also developed a good working relationship with\n\n474\n00:18:30.810 --> 00:18:31.520\nthe Walmart\n\n475\n00:18:31.520 --> 00:18:36.150\nreal estate department because as Walmart opened super centers, we would often\n\n476\n00:18:36.150 --> 00:18:36.520\ngo in\n\n477\n00:18:36.520 --> 00:18:39.320\nand lease a portion of their old store.\n\n478\n00:18:39.320 --> 00:18:41.530\nIt got to such a big deal that they would call us and they'd say, \"We're\n\n479\n00:18:41.530 --> 00:18:42.080\nplanning on\n\n480\n00:18:42.080 --> 00:18:43.760\nopening all these super centers.\n\n481\n00:18:43.760 --> 00:18:46.280\nHow many of these stores would you lease from us?\"\n\n482\n00:18:46.280 --> 00:18:48.040\nSo we had this great relationship.\n\n483\n00:18:48.040 --> 00:18:51.360\nJust in a year after my conversation with David Glass, we called our friends in\n\n484\n00:18:51.360 --> 00:18:52.040\nthe real estate\n\n485\n00:18:52.040 --> 00:18:54.960\ndepartment down there and said, \"We know your store in Kirchville is doing\n\n486\n00:18:54.960 --> 00:18:55.560\nterrible.\"\n\n487\n00:18:55.560 --> 00:18:56.560\nAnd it was.\n\n488\n00:18:56.560 --> 00:18:58.560\nAnd they had the wrong inventory and the wrong people.\n\n489\n00:18:58.560 --> 00:19:00.960\nIt was just, it wasn't doing well at all.\n\n490\n00:19:00.960 --> 00:19:03.760\nWe said to the real estate people, \"We make you a deal.\"\n\n491\n00:19:03.760 --> 00:19:06.720\nWe'll lease back part of that store, the part we want.\n\n492\n00:19:06.720 --> 00:19:09.810\nAnd we'll buy your inventory at cost and we know we're getting screwed and take\n\n493\n00:19:09.810 --> 00:19:10.080\nyou\n\n494\n00:19:10.080 --> 00:19:11.600\nout of the business.\n\n495\n00:19:11.600 --> 00:19:14.400\nThat was at 9 o'clock in the morning, about 3 o'clock in the afternoon, we had\n\n496\n00:19:14.400 --> 00:19:15.320\na deal.\n\n497\n00:19:15.320 --> 00:19:19.280\nThree or four months later, we reopened that as a tractor supply store.\n\n498\n00:19:19.280 --> 00:19:22.330\nAnd I was able to go to Wall Street and say, \"We took Walmart out of the farm\n\n499\n00:19:22.330 --> 00:19:23.280\nstore business.\"\n\n500\n00:19:23.280 --> 00:19:26.280\nThat's a compelling story.\n\n501\n00:19:26.280 --> 00:19:27.880\nThat was a good laugh.\n\n502\n00:19:27.880 --> 00:19:32.590\nAnd Bernie Marcus went down the same path about a year later and he opened two\n\n503\n00:19:32.590 --> 00:19:32.960\nHome Depot\n\n504\n00:19:32.960 --> 00:19:38.040\nfarm stores in Waterloo and Quincy, Illinois, I think.\n\n505\n00:19:38.040 --> 00:19:39.440\nBut they didn't last very long at all.\n\n506\n00:19:39.440 --> 00:19:43.000\nHe just turned them into home center stores in less than six months.\n\n507\n00:19:43.000 --> 00:19:47.380\nSo you take out Walmart and you take out Home Depot, that probably drove you to\n\n508\n00:19:47.380 --> 00:19:47.880\nstock\n\n509\n00:19:47.880 --> 00:19:48.880\na little bit.\n\n510\n00:19:48.880 --> 00:19:49.880\nYeah, it does.\n\n511\n00:19:49.880 --> 00:19:53.690\nOur stock during the, if you take a snippet of time from 2000 to 2020, we were\n\n512\n00:19:53.690 --> 00:19:54.240\nthe third\n\n513\n00:19:54.240 --> 00:19:58.160\nbest performing stock on this S&P 500, better than Apple.\n\n514\n00:19:58.160 --> 00:20:00.320\nWell, congratulations on that.\n\n515\n00:20:00.320 --> 00:20:05.760\nI understand you would often cold call competitors and ask to get together.\n\n516\n00:20:05.760 --> 00:20:08.960\nI mean, how did you get them to even meet with you?\n\n517\n00:20:08.960 --> 00:20:09.960\nIt was interesting.\n\n518\n00:20:09.960 --> 00:20:11.120\nI traveled all over the country.\n\n519\n00:20:11.120 --> 00:20:13.360\nWe were going to be somewhere, we're going into that town.\n\n520\n00:20:13.360 --> 00:20:16.120\nI just call on the phone and say, \"Hey, I'm Joe Scarlet.\"\n\n521\n00:20:16.120 --> 00:20:17.400\nThey typically knew who I was.\n\n522\n00:20:17.400 --> 00:20:19.760\nAnd I said, \"You know, I'd just like to combine, have a cup of coffee with you\n\n523\n00:20:19.760 --> 00:20:20.400\nand chat about\n\n524\n00:20:20.400 --> 00:20:21.880\nthe business a little bit.\"\n\n525\n00:20:21.880 --> 00:20:24.320\nAnd with almost no exceptions, they were just thrilled.\n\n526\n00:20:24.320 --> 00:20:25.320\n\"You know, come on in.\n\n527\n00:20:25.320 --> 00:20:26.520\nI'll stay overnight with this.\n\n528\n00:20:26.520 --> 00:20:27.520\nHave dinner with us.\"\n\n529\n00:20:27.520 --> 00:20:30.440\nSo it was just getting to know them.\n\n530\n00:20:30.440 --> 00:20:33.880\nMost of the time when you talk to competitors, it's not about pricing or\n\n531\n00:20:33.880 --> 00:20:35.400\ncompetitive selection.\n\n532\n00:20:35.400 --> 00:20:37.560\nIt's about issues in the business.\n\n533\n00:20:37.560 --> 00:20:40.560\nAnd a lot of times we have common issues that we can work on together.\n\n534\n00:20:40.560 --> 00:20:44.020\nDo you recall a story where you learned something from a competitor that\n\n535\n00:20:44.020 --> 00:20:45.080\nactually changed the\n\n536\n00:20:45.080 --> 00:20:47.240\nway how you ran tractor supply?\n\n537\n00:20:47.240 --> 00:20:50.980\nI would say we have learned a lot from competitors about product assortment and\n\n538\n00:20:50.980 --> 00:20:51.840\nwhere things really\n\n539\n00:20:51.840 --> 00:20:52.840\nmake sense.\n\n540\n00:20:52.840 --> 00:20:57.080\nAnd we're continually refining our product assortment both geographically and\n\n541\n00:20:57.080 --> 00:20:57.400\nsupplier\n\n542\n00:20:57.400 --> 00:20:59.480\nof the product and kind of product it is.\n\n543\n00:20:59.480 --> 00:21:02.450\nWe learn from competitors all the time by observing what they're doing, not so\n\n544\n00:21:02.450 --> 00:21:02.800\nmuch by\n\n545\n00:21:02.800 --> 00:21:04.480\ntalking to them.\n\n546\n00:21:04.480 --> 00:21:07.920\nYou really went on a tear when it comes to opening up these stores.\n\n547\n00:21:07.920 --> 00:21:12.640\nAnd I know one of your very successful markets was the Florida market.\n\n548\n00:21:12.640 --> 00:21:18.320\nTell us about how you made the decision to move tractor supply into Florida.\n\n549\n00:21:18.320 --> 00:21:20.280\nThat actually was inspired by Walmart.\n\n550\n00:21:20.280 --> 00:21:24.000\nWalmart came to us and they said, \"We have 11 stores that we want you to lease\n\n551\n00:21:24.000 --> 00:21:24.600\nin Florida\n\n552\n00:21:24.600 --> 00:21:27.400\nwhere we are building super centers.\n\n553\n00:21:27.400 --> 00:21:29.480\nAnd we need to get this real estate off our books.\"\n\n554\n00:21:29.480 --> 00:21:31.360\nAnd we worked with them back and forth a little while.\n\n555\n00:21:31.360 --> 00:21:34.910\nThen we signed a deal with them to pick up, I think, 10 of the 11 stores and\n\n556\n00:21:34.910 --> 00:21:35.640\nwound up having\n\n557\n00:21:35.640 --> 00:21:38.640\na big grand opening sometime after that.\n\n558\n00:21:38.640 --> 00:21:40.960\nAnd Florida has turned into a fabulous market for us.\n\n559\n00:21:40.960 --> 00:21:45.190\nIt was a market that we didn't know much about, but we know a lot about it\n\n560\n00:21:45.190 --> 00:21:45.760\ntoday.\n\n561\n00:21:45.760 --> 00:21:49.060\nIn addition, your store account, your revenue obviously went through the roof\n\n562\n00:21:49.060 --> 00:21:50.360\nover the years.\n\n563\n00:21:50.360 --> 00:21:55.560\nAnd you say once you got clear on your customer being a hobby farmer, it really\n\n564\n00:21:55.560 --> 00:21:56.400\nimpacted your\n\n565\n00:21:56.400 --> 00:21:57.760\nbusiness.\n\n566\n00:21:57.760 --> 00:22:03.480\nWho was your target and then how did you decide to make it the hobby farmer?\n\n567\n00:22:03.480 --> 00:22:05.120\nAnd what's a hobby farmer?\n\n568\n00:22:05.120 --> 00:22:06.720\nLet's go back in history.\n\n569\n00:22:06.720 --> 00:22:09.900\nWhen Tom Hennessy and I and the three of us took over running the company, the\n\n570\n00:22:09.900 --> 00:22:10.120\ncompany\n\n571\n00:22:10.120 --> 00:22:11.120\nwas not doing well.\n\n572\n00:22:11.120 --> 00:22:12.120\nWe were in trouble.\n\n573\n00:22:12.120 --> 00:22:13.720\nWe were trying to figure out what's right.\n\n574\n00:22:13.720 --> 00:22:16.240\nSo we all spent a lot of time in the stores.\n\n575\n00:22:16.240 --> 00:22:17.280\nWe talked to customers.\n\n576\n00:22:17.280 --> 00:22:18.280\nWe talked to our employees.\n\n577\n00:22:18.280 --> 00:22:19.840\nWe talked to our managers.\n\n578\n00:22:19.840 --> 00:22:21.600\nWe even talked to the truck drivers.\n\n579\n00:22:21.600 --> 00:22:25.400\nAnd we were observing what's going on and paying attention to what's going on.\n\n580\n00:22:25.400 --> 00:22:29.310\nWhat we found is that although most of the vehicles outside were pickup trucks,\n\n581\n00:22:29.310 --> 00:22:29.360\nthere\n\n582\n00:22:29.360 --> 00:22:30.960\nwere not many farmers in the store.\n\n583\n00:22:30.960 --> 00:22:32.600\nThere were people there.\n\n584\n00:22:32.600 --> 00:22:36.130\nMaybe 10% or 15% of the customers were farmers, but there were lots of other\n\n585\n00:22:36.130 --> 00:22:36.600\npeople.\n\n586\n00:22:36.600 --> 00:22:38.200\nThey were buying stuff.\n\n587\n00:22:38.200 --> 00:22:41.960\nSo we also were fortunate to be, we were data rich.\n\n588\n00:22:41.960 --> 00:22:43.600\nWe have a lot of information.\n\n589\n00:22:43.600 --> 00:22:46.880\nSo we could study how many items we're selling, how much we're making on it,\n\n590\n00:22:46.880 --> 00:22:47.720\nwhere it's selling\n\n591\n00:22:47.720 --> 00:22:49.480\ngeographically.\n\n592\n00:22:49.480 --> 00:22:53.370\nAnd what we found pretty quickly was that the product that related to\n\n593\n00:22:53.370 --> 00:22:54.800\nproduction agriculture\n\n594\n00:22:54.800 --> 00:22:59.040\nwas at best flat and most of the products were declining in sales.\n\n595\n00:22:59.040 --> 00:23:02.940\nAll these other products that were not, you wouldn't think of necessarily as\n\n596\n00:23:02.940 --> 00:23:03.760\nfarm products,\n\n597\n00:23:03.760 --> 00:23:04.760\nwere growing and growing.\n\n598\n00:23:04.760 --> 00:23:06.400\nSo I'm growing pretty quickly.\n\n599\n00:23:06.400 --> 00:23:10.260\nAnything with a gasoline engine on it, riding lawn mowers, push mowers, tiller\n\n600\n00:23:10.260 --> 00:23:11.120\nsnow blowers,\n\n601\n00:23:11.120 --> 00:23:16.260\ngenerators, other things like air compressors and specialized hardware and\n\n602\n00:23:16.260 --> 00:23:17.800\ntruck toolboxes,\n\n603\n00:23:17.800 --> 00:23:23.000\nmen's work clothing, pet food was on fire, animal feed was beginning, bird\n\n604\n00:23:23.000 --> 00:23:23.840\nfeeding, all\n\n605\n00:23:23.840 --> 00:23:28.040\nthese categories that were not tied directly to production agriculture were\n\n606\n00:23:28.040 --> 00:23:28.760\ngrowing.\n\n607\n00:23:28.760 --> 00:23:31.790\nWe came to the conclusion after a while that this really is not a farmer we\n\n608\n00:23:31.790 --> 00:23:32.240\nhave.\n\n609\n00:23:32.240 --> 00:23:33.680\nThis is somebody else.\n\n610\n00:23:33.680 --> 00:23:36.200\nAnd we tagged the name Hobby Farmer on there.\n\n611\n00:23:36.200 --> 00:23:37.520\nIt made all the difference in the world.\n\n612\n00:23:37.520 --> 00:23:40.660\nIt changed the trajectory of the company, changed the trajectory of how we\n\n613\n00:23:40.660 --> 00:23:41.520\nbought product,\n\n614\n00:23:41.520 --> 00:23:43.320\nwhat kind of product we're going to buy.\n\n615\n00:23:43.320 --> 00:23:47.800\nIt changed where we put stores, no more stores in the cornfields of Iowa.\n\n616\n00:23:47.800 --> 00:23:51.510\nWe put them where there are large numbers of hobby farmers and we figured out\n\n617\n00:23:51.510 --> 00:23:51.880\nhow to\n\n618\n00:23:51.880 --> 00:23:54.320\ndefine a hobby farmer.\n\n619\n00:23:54.320 --> 00:23:59.450\nHobby Farmer is typically a full family unit, not dependent on agriculture for\n\n620\n00:23:59.450 --> 00:24:00.360\na living,\n\n621\n00:24:00.360 --> 00:24:01.760\ncould come from any walk of life.\n\n622\n00:24:01.760 --> 00:24:05.800\nThey could be doctors or lawyers or factory workers or school teachers.\n\n623\n00:24:05.800 --> 00:24:08.280\nThey always have dogs and cats.\n\n624\n00:24:08.280 --> 00:24:11.620\nThey usually have other animals, chickens or goats or horses or cows or\n\n625\n00:24:11.620 --> 00:24:12.520\nsomething like\n\n626\n00:24:12.520 --> 00:24:13.520\nthat.\n\n627\n00:24:13.520 --> 00:24:14.720\nThey have a tractor probably.\n\n628\n00:24:14.720 --> 00:24:16.640\nThey have a barn or a shed.\n\n629\n00:24:16.640 --> 00:24:17.960\nAnd this is their lifestyle.\n\n630\n00:24:17.960 --> 00:24:21.730\nAnd the more we learned about that customer, the more we just marketed to that\n\n631\n00:24:21.730 --> 00:24:22.000\ncustomer.\n\n632\n00:24:22.000 --> 00:24:24.570\nThat customer, for example, you and I probably go out for a steak dinner on\n\n633\n00:24:24.570 --> 00:24:25.360\nSaturday night,\n\n634\n00:24:25.360 --> 00:24:28.910\nbut our customer is more likely home feeding the animals and repairing the\n\n635\n00:24:28.910 --> 00:24:29.520\nfences.\n\n636\n00:24:29.520 --> 00:24:30.600\nThat's their lifestyle.\n\n637\n00:24:30.600 --> 00:24:34.860\nAnd once we went hell bent for election after that customer, it changed the\n\n638\n00:24:34.860 --> 00:24:35.680\ndynamics of\n\n639\n00:24:35.680 --> 00:24:36.680\nthe business.\n\n640\n00:24:36.680 --> 00:24:41.520\nIt changed who we hired, where we put stores, what hours we're open, how we\n\n641\n00:24:41.520 --> 00:24:42.440\nadvertise,\n\n642\n00:24:42.440 --> 00:24:46.680\nwhat we advertise, who we advertise to, put us on an entirely different path.\n\n643\n00:24:46.680 --> 00:24:50.700\nAnd our competitors, although they had a lot of the same customers, they\n\n644\n00:24:50.700 --> 00:24:51.520\ncontinued for\n\n645\n00:24:51.520 --> 00:24:54.820\nthe most part to think about themselves as marketing to farmers because that's\n\n646\n00:24:54.820 --> 00:24:55.080\nhow the\n\n647\n00:24:55.080 --> 00:24:57.000\ncompany was founded.\n\n648\n00:24:57.000 --> 00:25:00.680\nI love that story about really understanding your customers.\n\n649\n00:25:00.680 --> 00:25:06.060\nFrom that experience, what advice can you give to others on how to get clear on\n\n650\n00:25:06.060 --> 00:25:06.640\nwho your\n\n651\n00:25:06.640 --> 00:25:10.280\ncustomer is or really needs to be?\n\n652\n00:25:10.280 --> 00:25:13.320\nHow would you sum up that learning you just talked about?\n\n653\n00:25:13.320 --> 00:25:15.200\nGet close to your customer.\n\n654\n00:25:15.200 --> 00:25:17.040\nSpend time with your customer, wherever you are.\n\n655\n00:25:17.040 --> 00:25:20.080\nGo visit a customer on their turf, if you can.\n\n656\n00:25:20.080 --> 00:25:24.600\nWe encourage our people to go out to the customer's farm or farm at a hobby\n\n657\n00:25:24.600 --> 00:25:25.240\nfarm.\n\n658\n00:25:25.240 --> 00:25:26.840\nGet close to your customer.\n\n659\n00:25:26.840 --> 00:25:30.400\nAnd in our case, our employees are close to our customers.\n\n660\n00:25:30.400 --> 00:25:33.890\nSo we're always learning from our employees or team members as we call them\n\n661\n00:25:33.890 --> 00:25:34.560\ntoday.\n\n662\n00:25:34.560 --> 00:25:38.570\nTalk about this idea of your leaders being, and you have this great phrase for\n\n663\n00:25:38.570 --> 00:25:39.080\nthis.\n\n664\n00:25:39.080 --> 00:25:40.080\nI love this.\n\n665\n00:25:40.080 --> 00:25:42.040\n\"Ministers of Culture.\"\n\n666\n00:25:42.040 --> 00:25:44.240\nWhat's a minister of culture?\n\n667\n00:25:44.240 --> 00:25:48.820\nWhenever we have managers meetings, we have get-togethers, myself and the CEOs\n\n668\n00:25:48.820 --> 00:25:49.320\nthat have\n\n669\n00:25:49.320 --> 00:25:52.400\nfollowed me, we always talk about our culture and the company.\n\n670\n00:25:52.400 --> 00:25:55.730\nWe talk about our values, we talk about our mission, and we're very committed\n\n671\n00:25:55.730 --> 00:25:56.080\nto the\n\n672\n00:25:56.080 --> 00:25:57.080\nvalue structure.\n\n673\n00:25:57.080 --> 00:25:59.120\nAnd we talk about it all the time.\n\n674\n00:25:59.120 --> 00:26:00.560\nWe just tell them, \"I'm the CEO.\n\n675\n00:26:00.560 --> 00:26:01.680\nI'm talking about the culture here.\"\n\n676\n00:26:01.680 --> 00:26:06.070\nBut every one of you in a leadership role, you also have the responsibility to\n\n677\n00:26:06.070 --> 00:26:06.560\nmaintain\n\n678\n00:26:06.560 --> 00:26:08.400\nthe culture and grow the culture in your business.\n\n679\n00:26:08.400 --> 00:26:12.470\nSo beside your title as store manager, you're also the minister of culture for\n\n680\n00:26:12.470 --> 00:26:13.320\nyour business\n\n681\n00:26:13.320 --> 00:26:14.320\nunit.\n\n682\n00:26:14.320 --> 00:26:16.880\nIt's up to you to continue to promote the culture, encourage the culture, and\n\n683\n00:26:16.880 --> 00:26:17.400\npractice the\n\n684\n00:26:17.400 --> 00:26:18.400\nculture.\n\n685\n00:26:18.400 --> 00:26:19.640\nI love the vivid word picture.\n\n686\n00:26:19.640 --> 00:26:20.640\nI love that.\n\n687\n00:26:20.640 --> 00:26:23.900\nYou can put into words something that everybody really understands what it\n\n688\n00:26:23.900 --> 00:26:24.320\nbeats.\n\n689\n00:26:24.320 --> 00:26:27.920\nI'd like you to tell us the iodine story.\n\n690\n00:26:27.920 --> 00:26:29.760\nIt's a great example of what you're talking about.\n\n691\n00:26:29.760 --> 00:26:31.960\nThis first one was definitely a minister.\n\n692\n00:26:31.960 --> 00:26:33.440\nWe have 10 values in the company.\n\n693\n00:26:33.440 --> 00:26:35.200\nThe first value is ethics.\n\n694\n00:26:35.200 --> 00:26:38.400\nAnd it says, \"Do the right thing,\" and \"Always encourage others to do the right\n\n695\n00:26:38.400 --> 00:26:38.680\n, honest\n\n696\n00:26:38.680 --> 00:26:39.880\nand ethical things.\"\n\n697\n00:26:39.880 --> 00:26:44.630\nWell, the iodine story goes back to one of our very smart young buyers, some\n\n698\n00:26:44.630 --> 00:26:45.280\nbuying animal\n\n699\n00:26:45.280 --> 00:26:49.160\nhealth products, and one of the products we sell is iodine.\n\n700\n00:26:49.160 --> 00:26:52.040\nAnd iodine is used in dairy production somehow.\n\n701\n00:26:52.040 --> 00:26:53.960\nI don't know how, but used in dairy production.\n\n702\n00:26:53.960 --> 00:26:55.840\nNot a lot of it, but some of it.\n\n703\n00:26:55.840 --> 00:26:59.410\nAnd she's studying her business, and she finds one store that's selling five or\n\n704\n00:26:59.410 --> 00:26:59.680\nten\n\n705\n00:26:59.680 --> 00:27:02.480\ntimes as much iodine as any other store.\n\n706\n00:27:02.480 --> 00:27:06.230\nSo she goes to the store, and she does a lot of research, and she finds that\n\n707\n00:27:06.230 --> 00:27:06.800\niodine is\n\n708\n00:27:06.800 --> 00:27:09.840\nused in the production of methamphetamine.\n\n709\n00:27:09.840 --> 00:27:12.780\nSo without saying anything to any of us in leadership, she went to the\n\n710\n00:27:12.780 --> 00:27:13.520\nmanufacturers\n\n711\n00:27:13.520 --> 00:27:17.180\nand maybe the scientists, I'm not sure where, and what can we sell that does\n\n712\n00:27:17.180 --> 00:27:18.120\nthe same effect\n\n713\n00:27:18.120 --> 00:27:22.360\nas iodine in our stores that can't be used for methamphetamine?\n\n714\n00:27:22.360 --> 00:27:25.720\nAnd she found a substitute product, lined it in there, kept selling a new\n\n715\n00:27:25.720 --> 00:27:26.560\nproduct, stopped\n\n716\n00:27:26.560 --> 00:27:29.240\nbuying the old product, and took us out of the iodine business, and we didn't\n\n717\n00:27:29.240 --> 00:27:29.680\nknow anything\n\n718\n00:27:29.680 --> 00:27:31.720\nabout it until after the fact.\n\n719\n00:27:31.720 --> 00:27:34.290\nAnd once we found out about it, we made a big deal out of it and gave her a big\n\n720\n00:27:34.290 --> 00:27:34.640\npat on\n\n721\n00:27:34.640 --> 00:27:37.360\nthe back and gave her some awards and whatnot.\n\n722\n00:27:37.360 --> 00:27:40.720\nSo that's how deeply embedded the culture is in the organization.\n\n723\n00:27:40.720 --> 00:27:43.200\nPeople just know that we're going to do the right thing.\n\n724\n00:27:43.200 --> 00:27:47.110\nWe're going to do the right thing in every circumstance, and that's where we\n\n725\n00:27:47.110 --> 00:27:47.680\nfeel very\n\n726\n00:27:47.680 --> 00:27:51.370\nstrongly about doing the right thing with our people, first of all, always\n\n727\n00:27:51.370 --> 00:27:52.160\ndoing the right\n\n728\n00:27:52.160 --> 00:27:56.960\nthing, developing them and choosing them and giving them the right environment.\n\n729\n00:27:56.960 --> 00:28:00.310\nSecond doing the right thing with our customers, our people will do anything\n\n730\n00:28:00.310 --> 00:28:01.200\nfor a customer.\n\n731\n00:28:01.200 --> 00:28:05.680\nWe always talk to our people about the lifetime value of the customer.\n\n732\n00:28:05.680 --> 00:28:06.920\nForget this transaction.\n\n733\n00:28:06.920 --> 00:28:08.080\nWe talk about the lifetime value.\n\n734\n00:28:08.080 --> 00:28:11.920\nAnd there are all sorts of examples about, you know, if you have enough horses,\n\n735\n00:28:11.920 --> 00:28:12.040\nyou're\n\n736\n00:28:12.040 --> 00:28:14.880\ngoing to spend $100,000 with us over a couple of years.\n\n737\n00:28:14.880 --> 00:28:16.080\nAnd we use those examples.\n\n738\n00:28:16.080 --> 00:28:20.340\nPlus, there's a sign in the stores that says satisfaction guaranteed, but\n\n739\n00:28:20.340 --> 00:28:21.360\nunderneath that\n\n740\n00:28:21.360 --> 00:28:25.620\nare the words that says every team member has the authority to do whatever it\n\n741\n00:28:25.620 --> 00:28:26.280\ntakes, which\n\n742\n00:28:26.280 --> 00:28:29.070\nmeans every team member, they can do whatever it takes to take care of the\n\n743\n00:28:29.070 --> 00:28:29.680\ncustomer.\n\n744\n00:28:29.680 --> 00:28:33.560\nAnd if we lose money on our transaction and save a customer, we celebrate that.\n\n745\n00:28:33.560 --> 00:28:34.560\nThat's fabulous.\n\n746\n00:28:34.560 --> 00:28:35.680\nWe love it.\n\n747\n00:28:35.680 --> 00:28:38.000\nSo we empower our people and trust our people.\n\n748\n00:28:38.000 --> 00:28:43.300\nAnd third, we always build strong relationships with our suppliers and our\n\n749\n00:28:43.300 --> 00:28:44.560\nvendors, not just\n\n750\n00:28:44.560 --> 00:28:48.360\nmerchandise suppliers, but contractors and trucking companies and so on.\n\n751\n00:28:48.360 --> 00:28:50.720\nSo we're all on the same page working together.\n\n752\n00:28:50.720 --> 00:28:53.840\nAnd if we do the right thing with our people, we do the right thing with our\n\n753\n00:28:53.840 --> 00:28:54.600\ncustomers, and\n\n754\n00:28:54.600 --> 00:28:58.510\nwe do the right thing with our business partners, our stockholders will do just\n\n755\n00:28:58.510 --> 00:28:59.040\nfine.\n\n756\n00:28:59.040 --> 00:29:02.410\nSo we spend as little time as possible with stockholders and as much time as we\n\n757\n00:29:02.410 --> 00:29:02.920\ncan with\n\n758\n00:29:02.920 --> 00:29:05.880\nthe three constituencies that make us successful.\n\n759\n00:29:05.880 --> 00:29:12.110\nI know you spend a lot of time, Joe, teaching leadership inside the company,\n\n760\n00:29:12.110 --> 00:29:13.120\nand your big\n\n761\n00:29:13.120 --> 00:29:18.220\nproponent of developing really outstanding soft skills in addition to just the\n\n762\n00:29:18.220 --> 00:29:19.040\nfunctional\n\n763\n00:29:19.040 --> 00:29:21.560\ncapabilities that you have to have.\n\n764\n00:29:21.560 --> 00:29:25.880\nWhat do you think is the most important soft skill a leader can develop and why\n\n765\n00:29:25.880 --> 00:29:25.880\n?\n\n766\n00:29:25.880 --> 00:29:27.800\nWell, there are a number of them that are very important.\n\n767\n00:29:27.800 --> 00:29:30.280\nI would start off with the selection of people.\n\n768\n00:29:30.280 --> 00:29:32.160\nThe only thing that's good is the people you surround yourself with.\n\n769\n00:29:32.160 --> 00:29:36.120\nI like to say, surround yourself with stars and you can be a star, surround\n\n770\n00:29:36.120 --> 00:29:36.880\nyourself with\n\n771\n00:29:36.880 --> 00:29:40.480\nturkeys and you get sliced up for Thanksgiving.\n\n772\n00:29:40.480 --> 00:29:45.230\nBut the whole skill of recruiting, interviewing, of building a team is so\n\n773\n00:29:45.230 --> 00:29:46.440\nincredibly important.\n\n774\n00:29:46.440 --> 00:29:48.000\nAnd that's not a skill you learn overnight.\n\n775\n00:29:48.000 --> 00:29:51.080\nThat's something that takes a lot of practice in a lot of years.\n\n776\n00:29:51.080 --> 00:29:54.250\nWe taught all sorts of those skills and attractor supply, but the starting\n\n777\n00:29:54.250 --> 00:29:55.320\npoint, if you surround\n\n778\n00:29:55.320 --> 00:29:57.920\nyourself with good people, you can do just about anything.\n\n779\n00:29:57.920 --> 00:30:07.390\nHave you ever wondered what David is thinking as he interviews our guests each\n\n780\n00:30:07.390 --> 00:30:07.920\nweek?\n\n781\n00:30:07.920 --> 00:30:12.040\nOr have you been interested in hearing David's take on some of the questions\n\n782\n00:30:12.040 --> 00:30:12.680\nthat he asks\n\n783\n00:30:12.680 --> 00:30:13.680\nhis guests?\n\n784\n00:30:13.680 --> 00:30:17.120\nWell, I do and I know a lot of you do too.\n\n785\n00:30:17.120 --> 00:30:20.590\nMy name is Koolah Callahan and together with David, I host the three more\n\n786\n00:30:20.590 --> 00:30:21.880\nquestions podcasts\n\n787\n00:30:21.880 --> 00:30:23.960\nthat airs every Monday.\n\n788\n00:30:23.960 --> 00:30:27.940\nThese episodes are just about 15 minutes and in them, I asked David three\n\n789\n00:30:27.940 --> 00:30:28.800\nquestions that\n\n790\n00:30:28.800 --> 00:30:33.480\ndive deeper into the themes of his episode with his guests.\n\n791\n00:30:33.480 --> 00:30:37.030\nDavid shares incredible insights and stories from his career leading young\n\n792\n00:30:37.030 --> 00:30:37.800\nbrands and all\n\n793\n00:30:37.800 --> 00:30:40.960\nof his answers are super practical and inspiring.\n\n794\n00:30:40.960 --> 00:30:43.900\nLike this great insight, David shared in one of our most recent three more\n\n795\n00:30:43.900 --> 00:30:45.880\nquestions episodes.\n\n796\n00:30:45.880 --> 00:30:50.760\nIf you're going to run a company, you got to be able to play on two teams.\n\n797\n00:30:50.760 --> 00:30:54.490\nYou can't just care about your team, which is obviously critical to the success\n\n798\n00:30:54.490 --> 00:30:54.840\nof the\n\n799\n00:30:54.840 --> 00:30:55.840\ncompany.\n\n800\n00:30:55.840 --> 00:30:59.870\nYou have to care about the total team, which is the enterprise and the great\n\n801\n00:30:59.870 --> 00:31:00.560\nleaders, the\n\n802\n00:31:00.560 --> 00:31:05.330\npeople that take on more responsibility always show that they're more concerned\n\n803\n00:31:05.330 --> 00:31:05.840\nabout the\n\n804\n00:31:05.840 --> 00:31:09.440\ncompany than just their particular piece of the company.\n\n805\n00:31:09.440 --> 00:31:11.400\nThey care about the total enterprise.\n\n806\n00:31:11.400 --> 00:31:14.400\nSo I think that's an absolute fundamental thing.\n\n807\n00:31:14.400 --> 00:31:18.400\nGet the three more questions podcasts in your feed each Monday and dive even\n\n808\n00:31:18.400 --> 00:31:19.240\ndeeper into\n\n809\n00:31:19.240 --> 00:31:21.080\nthe episodes you know and love.\n\n810\n00:31:21.080 --> 00:31:32.640\nJust subscribe to How Leaders Lead wherever you get your podcasts.\n\n811\n00:31:32.640 --> 00:31:37.840\nIn your opinion, what's the risk of a leader being too much in the weeds?\n\n812\n00:31:37.840 --> 00:31:40.000\nLeaders who get in the weeds get lost.\n\n813\n00:31:40.000 --> 00:31:43.490\nYou see that happened very frequently and I worked very hard not to get lost in\n\n814\n00:31:43.490 --> 00:31:43.720\nthe\n\n815\n00:31:43.720 --> 00:31:46.880\nweeds and I know that our current CEO feels the same way.\n\n816\n00:31:46.880 --> 00:31:49.920\nWhen I was a CEO, I made very few decisions.\n\n817\n00:31:49.920 --> 00:31:54.300\nI made high level personnel decisions with the input of a team, high level\n\n818\n00:31:54.300 --> 00:31:55.240\nstrategic decisions\n\n819\n00:31:55.240 --> 00:31:56.840\nwith the input of a team.\n\n820\n00:31:56.840 --> 00:32:00.910\nBut most of the time, I surrounded myself with good people, empowered them and\n\n821\n00:32:00.910 --> 00:32:01.440\nhad them\n\n822\n00:32:01.440 --> 00:32:03.720\nmake decisions on what needs to be done.\n\n823\n00:32:03.720 --> 00:32:04.720\nThey'd share it with me.\n\n824\n00:32:04.720 --> 00:32:05.720\nThey wouldn't be keeping any secrets.\n\n825\n00:32:05.720 --> 00:32:08.000\nBut we talked so much about our mission.\n\n826\n00:32:08.000 --> 00:32:11.030\nWe talked so much about our value structure that it's easy for them to run with\n\n827\n00:32:11.030 --> 00:32:12.400\nthe ball.\n\n828\n00:32:12.400 --> 00:32:15.850\nThey know what the guardrails are and they move forward down that road, making\n\n829\n00:32:15.850 --> 00:32:16.600\ndecisions.\n\n830\n00:32:16.600 --> 00:32:21.360\nTell you a little bit about the development program we have for store managers.\n\n831\n00:32:21.360 --> 00:32:24.430\nIf we decide we want to hire you to be a store manager or promote you to be,\n\n832\n00:32:24.430 --> 00:32:25.560\nput you on that\n\n833\n00:32:25.560 --> 00:32:28.940\nprogram, there's a great big training manual you have to go through and you can\n\n834\n00:32:28.940 --> 00:32:29.520\nonly train\n\n835\n00:32:29.520 --> 00:32:33.840\nin stores where the store manager has been certified as a teacher.\n\n836\n00:32:33.840 --> 00:32:36.240\nSo you're in a store, you're learning from a fellow or a woman who's been there\n\n837\n00:32:36.240 --> 00:32:36.680\nand done\n\n838\n00:32:36.680 --> 00:32:40.470\nthat and your district manager comes in and quizzes you every couple of weeks\n\n839\n00:32:40.470 --> 00:32:40.880\nand the\n\n840\n00:32:40.880 --> 00:32:43.680\ntime you're training based on your background.\n\n841\n00:32:43.680 --> 00:32:47.320\nBut before you can actually run a store, you have to come in to Nashville and\n\n842\n00:32:47.320 --> 00:32:48.200\nspend a week\n\n843\n00:32:48.200 --> 00:32:51.560\nin a class taught mostly by senior executives.\n\n844\n00:32:51.560 --> 00:32:54.320\nAnd much of that's about the softer skills in business.\n\n845\n00:32:54.320 --> 00:32:58.140\nIt's about how to build teams and create teamwork and how to interview, how to\n\n846\n00:32:58.140 --> 00:32:58.600\nget people\n\n847\n00:32:58.600 --> 00:33:01.950\nworking together, how to get along in the community, how to do performance\n\n848\n00:33:01.950 --> 00:33:02.680\nevaluations,\n\n849\n00:33:02.680 --> 00:33:05.400\nhow to deal with difficult situations.\n\n850\n00:33:05.400 --> 00:33:08.470\nAnd so by the time you leave there on Friday, you know that you're empowered to\n\n851\n00:33:08.470 --> 00:33:08.840\nbe the\n\n852\n00:33:08.840 --> 00:33:10.480\nCEO of your store.\n\n853\n00:33:10.480 --> 00:33:12.240\nYou know what the guardrails are.\n\n854\n00:33:12.240 --> 00:33:16.410\nYou met every senior executive, so whether you're around the corner or 2,000\n\n855\n00:33:16.410 --> 00:33:17.080\nmiles away,\n\n856\n00:33:17.080 --> 00:33:20.000\nyou feel a part of the company because you know everybody.\n\n857\n00:33:20.000 --> 00:33:22.830\nAnd you know, the CEO walked in tomorrow, you could say, \"Good morning, how are\n\n858\n00:33:22.830 --> 00:33:23.600\nyou today?\"\n\n859\n00:33:23.600 --> 00:33:26.800\nBecause you have been there and met those people.\n\n860\n00:33:26.800 --> 00:33:32.040\nYou are very well known for spending a ton of time in your stores.\n\n861\n00:33:32.040 --> 00:33:34.400\nTell us how you make the most of a store visit.\n\n862\n00:33:34.400 --> 00:33:38.530\nFirst of all, about half of my work weeks, I would be out in the stores and\n\n863\n00:33:38.530 --> 00:33:38.920\nsome in the\n\n864\n00:33:38.920 --> 00:33:40.560\ndistribution centers too.\n\n865\n00:33:40.560 --> 00:33:42.200\nI leave town on Monday.\n\n866\n00:33:42.200 --> 00:33:45.880\nI take with me a regional vice president responsible for 150 stores or\n\n867\n00:33:45.880 --> 00:33:46.640\nsomething like\n\n868\n00:33:46.640 --> 00:33:50.760\nthat and often take another promising individual with me.\n\n869\n00:33:50.760 --> 00:33:55.480\nSomebody could be from IT or marketing or accounting or real estate anywhere.\n\n870\n00:33:55.480 --> 00:33:59.760\nWe would fly off somewhere and hook up with a district manager late that day or\n\n871\n00:33:59.760 --> 00:34:00.120\nmaybe\n\n872\n00:34:00.120 --> 00:34:01.560\ngo to one store.\n\n873\n00:34:01.560 --> 00:34:04.160\nAnd by the way, the stores would never know we're coming.\n\n874\n00:34:04.160 --> 00:34:05.640\nWe don't want stores getting ready for us.\n\n875\n00:34:05.640 --> 00:34:08.160\nWe want stores getting ready for customers.\n\n876\n00:34:08.160 --> 00:34:12.720\nWe walk into a store and we just say hello and start talking.\n\n877\n00:34:12.720 --> 00:34:15.080\nI know a lot of people would say, \"Well, here comes the CEO.\n\n878\n00:34:15.080 --> 00:34:17.920\nPeople are going to tell him what he wants to hear.\"\n\n879\n00:34:17.920 --> 00:34:19.480\nSomebody would walk up to me and say, \"Hello, Mr. Scarlet.\"\n\n880\n00:34:19.480 --> 00:34:21.120\nI'd say, \"No, the name is Joe.\"\n\n881\n00:34:21.120 --> 00:34:23.600\nI'd say, \"What part of the store do you take care of, David?\"\n\n882\n00:34:23.600 --> 00:34:25.320\n\"Oh, you take care of the pet area?\n\n883\n00:34:25.320 --> 00:34:27.400\nCome on, let's take a walk down the pet aisle.\"\n\n884\n00:34:27.400 --> 00:34:29.680\n\"David, how's this new pet food selling?\n\n885\n00:34:29.680 --> 00:34:31.440\nHow's this new dog food selling?\"\n\n886\n00:34:31.440 --> 00:34:33.890\nRight away, you know, two minutes into this conversation, we're best buddies\n\n887\n00:34:33.890 --> 00:34:34.160\nand we're\n\n888\n00:34:34.160 --> 00:34:35.960\ntalking about the business.\n\n889\n00:34:35.960 --> 00:34:39.030\nWe're just two partners in the same business talking about what's going on in\n\n890\n00:34:39.030 --> 00:34:39.760\nthe stores.\n\n891\n00:34:39.760 --> 00:34:43.160\nAnd that's how we all conducted ourselves in the stores and we'd never chewed\n\n892\n00:34:43.160 --> 00:34:43.640\nanybody\n\n893\n00:34:43.640 --> 00:34:44.720\nout in the stores ever.\n\n894\n00:34:44.720 --> 00:34:47.840\nIf there was bad stuff happening in the stores, we would talk with the district\n\n895\n00:34:47.840 --> 00:34:48.480\nmanager later\n\n896\n00:34:48.480 --> 00:34:50.480\non about it, but never there.\n\n897\n00:34:50.480 --> 00:34:53.880\nWe made a point of leaving every store on a high note.\n\n898\n00:34:53.880 --> 00:34:57.520\nWhen we left, people would say, \"Gee, I'm glad the bosses were here today.\"\n\n899\n00:34:57.520 --> 00:34:59.160\nAnd all the time, we're listening.\n\n900\n00:34:59.160 --> 00:35:00.400\nAnd people come up with good ideas.\n\n901\n00:35:00.400 --> 00:35:03.120\nSo let's say somebody comes and say, \"Hey, great idea.\n\n902\n00:35:03.120 --> 00:35:06.200\nYou ought to be selling XYZ dog food.\"\n\n903\n00:35:06.200 --> 00:35:08.000\nAnd Wallace, thank you very much.\n\n904\n00:35:08.000 --> 00:35:11.620\nWe stop at the next door and we say, \"What do you think about the XYZ dog food\n\n905\n00:35:11.620 --> 00:35:11.680\n?\"\n\n906\n00:35:11.680 --> 00:35:14.800\nYou ask the question five or six times and you get an idea whether that makes\n\n907\n00:35:14.800 --> 00:35:15.280\nsense or\n\n908\n00:35:15.280 --> 00:35:16.280\nnot.\n\n909\n00:35:16.280 --> 00:35:19.250\nAnd if it makes sense, you make a note of it and you pass those thoughts along\n\n910\n00:35:19.250 --> 00:35:19.720\nto the buyer\n\n911\n00:35:19.720 --> 00:35:22.000\nwhen you get back to the office.\n\n912\n00:35:22.000 --> 00:35:25.440\nSo that's basically how you'd process the bigness of the idea.\n\n913\n00:35:25.440 --> 00:35:28.000\nYes, but I never went back and said, \"Buy this.\"\n\n914\n00:35:28.000 --> 00:35:30.640\nBack and said, \"Here's what we heard.\n\n915\n00:35:30.640 --> 00:35:33.680\nMake the ball and run with it wherever it makes sense.\"\n\n916\n00:35:33.680 --> 00:35:39.010\nYou mentioned promising people and you say when you see promising people, help\n\n917\n00:35:39.010 --> 00:35:39.600\nthem get\n\n918\n00:35:39.600 --> 00:35:40.680\nahead.\n\n919\n00:35:40.680 --> 00:35:44.560\nGive us an example of where you did that and you're really proud of it.\n\n920\n00:35:44.560 --> 00:35:47.860\nI can tell you about one situation where I made a bad decision and a good\n\n921\n00:35:47.860 --> 00:35:48.520\ndecision and\n\n922\n00:35:48.520 --> 00:35:50.040\nI helped the fellow get along.\n\n923\n00:35:50.040 --> 00:35:54.660\nI made a bad decision hiring somebody and I did what most of us do, which is\n\n924\n00:35:54.660 --> 00:35:55.200\nbad.\n\n925\n00:35:55.200 --> 00:35:58.240\nWe waited too long to do something about it.\n\n926\n00:35:58.240 --> 00:36:02.170\nBut after I'd let this fellow go, four other folks spoke up and said, \"I want\n\n927\n00:36:02.170 --> 00:36:02.880\nthat job.\n\n928\n00:36:02.880 --> 00:36:03.880\nI want that job.\"\n\n929\n00:36:03.880 --> 00:36:05.960\nIt was an operations job.\n\n930\n00:36:05.960 --> 00:36:08.640\nAnd I spent a full day with each of the four people.\n\n931\n00:36:08.640 --> 00:36:12.240\nAnd when I originally had those four people lined up, I was sure that the guy\n\n932\n00:36:12.240 --> 00:36:12.680\nwho was\n\n933\n00:36:12.680 --> 00:36:14.760\nnumber four would never get anywhere.\n\n934\n00:36:14.760 --> 00:36:15.760\nBut you know what?\n\n935\n00:36:15.760 --> 00:36:19.970\nAfter I spent a full day with him, I realized, \"Hey, this guy is really a star\n\n936\n00:36:19.970 --> 00:36:20.280\n.\"\n\n937\n00:36:20.280 --> 00:36:24.200\nI put him in charge of store operations for the company and the best store\n\n938\n00:36:24.200 --> 00:36:24.800\noperator I\n\n939\n00:36:24.800 --> 00:36:25.800\never worked with.\n\n940\n00:36:25.800 --> 00:36:29.520\nHow did you get to the bottom line that, \"Hey, this person's a star.\"\n\n941\n00:36:29.520 --> 00:36:34.040\nI mean, when you say star, what qualities does a leader have to have?\n\n942\n00:36:34.040 --> 00:36:37.360\nGood with people, decisive, good communicator.\n\n943\n00:36:37.360 --> 00:36:40.660\nThe fellow I'm talking about just, he relates well with people, people grav\n\n944\n00:36:40.660 --> 00:36:41.320\nitate to him to\n\n945\n00:36:41.320 --> 00:36:44.120\nlisten to him and when he speaks, everybody listens.\n\n946\n00:36:44.120 --> 00:36:47.640\nNot only does he speak, he also listens when people are talking to him.\n\n947\n00:36:47.640 --> 00:36:53.230\nI understand you really don't think highly of calling your corporate offices\n\n948\n00:36:53.230 --> 00:36:54.840\nthe headquarters.\n\n949\n00:36:54.840 --> 00:36:59.000\nWay back in the 1980s, I think, we had a headquarters in Nashville.\n\n950\n00:36:59.000 --> 00:37:02.120\nThat's where all the big cheeses were in the headquarters.\n\n951\n00:37:02.120 --> 00:37:05.800\nAnd then we changed the name from headquarters to the store support center.\n\n952\n00:37:05.800 --> 00:37:09.560\nAnd people thought that was a little corny, but we took it one step further.\n\n953\n00:37:09.560 --> 00:37:10.560\nIt wasn't just a name change.\n\n954\n00:37:10.560 --> 00:37:14.190\nIt became a cultural change because we took everybody who works in the store\n\n955\n00:37:14.190 --> 00:37:15.040\nsupport center\n\n956\n00:37:15.040 --> 00:37:18.690\nand they put them out in the stores, worked two or three days, and we still go\n\n957\n00:37:18.690 --> 00:37:19.240\nthrough\n\n958\n00:37:19.240 --> 00:37:22.120\na cycle of rotation of that to this day.\n\n959\n00:37:22.120 --> 00:37:25.690\nAnd when you work in a store, you wait on customers and you stock shelves and\n\n960\n00:37:25.690 --> 00:37:26.120\nyou run\n\n961\n00:37:26.120 --> 00:37:29.620\nthe terminal and you unload trucks, you make different decisions when you're\n\n962\n00:37:29.620 --> 00:37:30.520\nback at this\n\n963\n00:37:30.520 --> 00:37:31.840\nstore support center.\n\n964\n00:37:31.840 --> 00:37:35.650\nYou make decisions that are much more pro-company, pro-customer, and pro-employ\n\n965\n00:37:35.650 --> 00:37:36.240\nee.\n\n966\n00:37:36.240 --> 00:37:40.030\nThat was a big step in changing the culture of our company to being one where\n\n967\n00:37:40.030 --> 00:37:40.720\neverybody's\n\n968\n00:37:40.720 --> 00:37:44.240\non the same page, everybody's working together.\n\n969\n00:37:44.240 --> 00:37:47.240\nAnd that brings me to something that's really exciting I know in your life.\n\n970\n00:37:47.240 --> 00:37:51.960\nNow you just completed your first book, it's called The Culture Warrior.\n\n971\n00:37:51.960 --> 00:37:53.480\nTell us a little bit about that, Joe.\n\n972\n00:37:53.480 --> 00:37:55.200\nI've got to order that on Amazon.\n\n973\n00:37:55.200 --> 00:37:57.120\nI haven't had a chance to read it yet.\n\n974\n00:37:57.120 --> 00:38:00.710\nI wrote a column for our company newspaper pretty regularly, but that was like\n\n975\n00:38:00.710 --> 00:38:00.800\nfour or\n\n976\n00:38:00.800 --> 00:38:02.200\nfive times a year.\n\n977\n00:38:02.200 --> 00:38:05.020\nAnd as I was stepping down from the company, I started writing the leadership\n\n978\n00:38:05.020 --> 00:38:05.640\ncolumn for\n\n979\n00:38:05.640 --> 00:38:07.880\nthe National Business Journal.\n\n980\n00:38:07.880 --> 00:38:11.200\nAnd I've been doing that now since 2008 or 2009.\n\n981\n00:38:11.200 --> 00:38:15.960\nAnd I've got like 170 columns I've written all about leadership and the kinds\n\n982\n00:38:15.960 --> 00:38:16.640\nof things\n\n983\n00:38:16.640 --> 00:38:18.560\nwe've been talking about here today.\n\n984\n00:38:18.560 --> 00:38:22.320\nI've been pushed by a number of people to put all these things in one book.\n\n985\n00:38:22.320 --> 00:38:23.560\nSo I've done that.\n\n986\n00:38:23.560 --> 00:38:27.260\nMost everything you would read in this book would be about culture related to\n\n987\n00:38:27.260 --> 00:38:27.960\nthose kinds\n\n988\n00:38:27.960 --> 00:38:28.960\nof things.\n\n989\n00:38:28.960 --> 00:38:30.360\nAll right, this has been so much fun.\n\n990\n00:38:30.360 --> 00:38:33.600\nI want to have some more with this lightning round of questions that I do.\n\n991\n00:38:33.600 --> 00:38:34.600\nAre you ready for this?\n\n992\n00:38:34.600 --> 00:38:35.600\nFire away.\n\n993\n00:38:35.600 --> 00:38:39.640\nWhat's one word others would use to best describe you?\n\n994\n00:38:39.640 --> 00:38:41.080\nGood listener.\n\n995\n00:38:41.080 --> 00:38:44.640\nWhat would you say is the one word that best describes you?\n\n996\n00:38:44.640 --> 00:38:45.880\nDetermined.\n\n997\n00:38:45.880 --> 00:38:51.800\nIf you could be one person beside yourself for a day, who would it be?\n\n998\n00:38:51.800 --> 00:38:53.300\nSam Walton.\n\n999\n00:38:53.300 --> 00:38:56.000\nWho would play you in a movie?\n\n1000\n00:38:56.000 --> 00:38:59.160\nNo idea.\n\n1001\n00:38:59.160 --> 00:39:01.160\nWhat's your biggest pet peeve?\n\n1002\n00:39:01.160 --> 00:39:02.800\nPeople not on time.\n\n1003\n00:39:02.800 --> 00:39:06.580\nThat's a clock here is called Joe time because Joe time is a meeting starts at\n\n1004\n00:39:06.580 --> 00:39:07.320\nnine o'clock.\n\n1005\n00:39:07.320 --> 00:39:10.040\nYou better get your butt in the seat by nine o'clock.\n\n1006\n00:39:10.040 --> 00:39:13.730\nWhat's the word or phrase that comes to mind when you think of the growth of\n\n1007\n00:39:13.730 --> 00:39:15.480\ntractor supply?\n\n1008\n00:39:15.480 --> 00:39:16.480\nExciting.\n\n1009\n00:39:16.480 --> 00:39:20.800\nWhat would you have done if you hadn't gone the business route?\n\n1010\n00:39:20.800 --> 00:39:23.840\nThat never crossed my mind.\n\n1011\n00:39:23.840 --> 00:39:25.440\nWhat's one of your daily rituals?\n\n1012\n00:39:25.440 --> 00:39:26.800\nSomething you never miss.\n\n1013\n00:39:26.800 --> 00:39:28.120\nI exercise every day.\n\n1014\n00:39:28.120 --> 00:39:29.120\nSix days a week, not seven.\n\n1015\n00:39:29.120 --> 00:39:30.720\nI take one day off.\n\n1016\n00:39:30.720 --> 00:39:35.160\nIf I turned on the radio in your car, what would I hear?\n\n1017\n00:39:35.160 --> 00:39:36.160\nScottish music.\n\n1018\n00:39:36.160 --> 00:39:40.480\nIn Nashville, I was thinking you might say country, but that's good.\n\n1019\n00:39:40.480 --> 00:39:43.480\nWhat's something about you few people would know?\n\n1020\n00:39:43.480 --> 00:39:46.640\nI used to repair my own cars when I was a kid.\n\n1021\n00:39:46.640 --> 00:39:49.360\nThat's the end of the lightning round.\n\n1022\n00:39:49.360 --> 00:39:52.960\nI just got a few more questions here and we'll wrap this up.\n\n1023\n00:39:52.960 --> 00:39:57.520\nYou started the Scarlet Family Foundation almost 20 years ago.\n\n1024\n00:39:57.520 --> 00:39:58.520\nTell us about it.\n\n1025\n00:39:58.520 --> 00:40:03.350\nAs being part owner of the company, I've come into some very fortunate\n\n1026\n00:40:03.350 --> 00:40:04.000\nsituation.\n\n1027\n00:40:04.000 --> 00:40:07.160\nAs people always remind you, you can't take it with you.\n\n1028\n00:40:07.160 --> 00:40:09.360\nWe want to put some of what we had took the good use.\n\n1029\n00:40:09.360 --> 00:40:11.400\nWe created a foundation.\n\n1030\n00:40:11.400 --> 00:40:15.300\nMy wife is from England and she was unable to have a college education when she\n\n1031\n00:40:15.300 --> 00:40:16.280\nwas young\n\n1032\n00:40:16.280 --> 00:40:19.700\nand she always kept talking about let's help those folks who fall through the\n\n1033\n00:40:19.700 --> 00:40:20.280\ncracks with\n\n1034\n00:40:20.280 --> 00:40:21.560\nan education.\n\n1035\n00:40:21.560 --> 00:40:25.480\nWe started our foundation providing scholarships for business students from\n\n1036\n00:40:25.480 --> 00:40:26.320\nMiddle Tennessee.\n\n1037\n00:40:26.320 --> 00:40:27.320\nThis is our home.\n\n1038\n00:40:27.320 --> 00:40:31.530\nThis is where we support people and we've added STEM scholarships to that since\n\n1039\n00:40:31.530 --> 00:40:31.800\nthen.\n\n1040\n00:40:31.800 --> 00:40:35.440\nWe've also become very supportive of charter schools and charter schools in\n\n1041\n00:40:35.440 --> 00:40:36.080\nNashville are\n\n1042\n00:40:36.080 --> 00:40:37.840\namong the best in the country.\n\n1043\n00:40:37.840 --> 00:40:41.680\nWe also contribute a lot to all sorts of programs to help young people\n\n1044\n00:40:41.680 --> 00:40:42.880\nunderstand what career\n\n1045\n00:40:42.880 --> 00:40:45.320\nopportunities are out there.\n\n1046\n00:40:45.320 --> 00:40:48.200\nOur daughter today runs the foundation.\n\n1047\n00:40:48.200 --> 00:40:53.880\nYou're also the chairman of Scarlet Hotel Group, which your son runs.\n\n1048\n00:40:53.880 --> 00:40:57.600\nWhat's the key lesson you've learned running a family business?\n\n1049\n00:40:57.600 --> 00:40:59.960\nI'm the ceremonial chairman.\n\n1050\n00:40:59.960 --> 00:41:00.960\nOur son runs the business.\n\n1051\n00:41:00.960 --> 00:41:03.680\nHe and two partners run the business day in and day out.\n\n1052\n00:41:03.680 --> 00:41:06.240\nI do some leadership training for his people by the way.\n\n1053\n00:41:06.240 --> 00:41:09.160\nIt's probably my number one involvement there.\n\n1054\n00:41:09.160 --> 00:41:11.760\nBut he and his buddies run the hotel business themselves.\n\n1055\n00:41:11.760 --> 00:41:14.920\nHe and his two buddies came to us about seven years ago and they said, \"We're\n\n1056\n00:41:14.920 --> 00:41:15.640\ntired of working\n\n1057\n00:41:15.640 --> 00:41:17.880\nfor these creeps that we're working for.\n\n1058\n00:41:17.880 --> 00:41:20.200\nHelp us get started in the hotel business.\"\n\n1059\n00:41:20.200 --> 00:41:24.680\nSo Dorothy and I helped them get started with two hotels and that was it.\n\n1060\n00:41:24.680 --> 00:41:27.360\nNo other help other than my coaching.\n\n1061\n00:41:27.360 --> 00:41:32.040\nThey're up to 17 or 18 hotels today and doing very, very well.\n\n1062\n00:41:32.040 --> 00:41:35.840\nWhat's the key learning you can share in terms of working with a son?\n\n1063\n00:41:35.840 --> 00:41:37.400\nA family member.\n\n1064\n00:41:37.400 --> 00:41:38.960\nWe work together very, very well.\n\n1065\n00:41:38.960 --> 00:41:39.960\nHe asked me questions.\n\n1066\n00:41:39.960 --> 00:41:40.960\nI give him advice.\n\n1067\n00:41:40.960 --> 00:41:41.960\nI ask him questions.\n\n1068\n00:41:41.960 --> 00:41:43.360\nHe tells me what's going on.\n\n1069\n00:41:43.360 --> 00:41:45.520\nI've learned about the hotel business from him.\n\n1070\n00:41:45.520 --> 00:41:49.200\nHe's learned a lot about leadership and management from me from a long, long\n\n1071\n00:41:49.200 --> 00:41:49.920\ntime ago.\n\n1072\n00:41:49.920 --> 00:41:52.240\nI can tell another little story.\n\n1073\n00:41:52.240 --> 00:41:55.840\nWhen he was six or seven, he and I went to our first major league ball game\n\n1074\n00:41:55.840 --> 00:41:56.400\ntogether\n\n1075\n00:41:56.400 --> 00:41:57.400\nat Shea Stadium.\n\n1076\n00:41:57.400 --> 00:42:02.560\nAnd over the next 15 years, he and I went away every summer without mom and sis\n\n1077\n00:42:02.560 --> 00:42:02.760\nand went\n\n1078\n00:42:02.760 --> 00:42:04.800\nto one or two or three major league ball parks.\n\n1079\n00:42:04.800 --> 00:42:08.150\nBy the time he was 22, we'd been to a major league ball game in every one of\n\n1080\n00:42:08.150 --> 00:42:09.080\nthe 30 major\n\n1081\n00:42:09.080 --> 00:42:10.080\nleague cities.\n\n1082\n00:42:10.080 --> 00:42:13.230\nNow, along the way, when he was young, was all about baseball, then later on,\n\n1083\n00:42:13.230 --> 00:42:13.560\nit was\n\n1084\n00:42:13.560 --> 00:42:15.720\nabout girls and later on, it was about beer.\n\n1085\n00:42:15.720 --> 00:42:18.720\nWe formed a tremendous relationship.\n\n1086\n00:42:18.720 --> 00:42:22.560\nAnd as part of the travel, we would stay in different hotels all the time.\n\n1087\n00:42:22.560 --> 00:42:25.440\nAnd he started becoming critiquing the hotels because I was talking about\n\n1088\n00:42:25.440 --> 00:42:26.120\nmanagement and\n\n1089\n00:42:26.120 --> 00:42:27.120\nleadership.\n\n1090\n00:42:27.120 --> 00:42:30.430\nAnd he talked, \"Oh man, they didn't have enough soap for the guy behind the\n\n1091\n00:42:30.430 --> 00:42:31.240\ndesk wasn't nice\n\n1092\n00:42:31.240 --> 00:42:33.200\nor they should have to do this.\"\n\n1093\n00:42:33.200 --> 00:42:37.810\nAnd he got very involved in the hotel management and wound up going to Purdue\n\n1094\n00:42:37.810 --> 00:42:38.840\nand got a degree\n\n1095\n00:42:38.840 --> 00:42:40.600\nin hospitality management.\n\n1096\n00:42:40.600 --> 00:42:42.480\nThat's what got him into the business.\n\n1097\n00:42:42.480 --> 00:42:47.230\nAnd that relationship you had has really carried forward into business and both\n\n1098\n00:42:47.230 --> 00:42:47.600\nyour\n\n1099\n00:42:47.600 --> 00:42:50.160\npassions have been leveraged in the right way.\n\n1100\n00:42:50.160 --> 00:42:51.160\nThat's really good stuff.\n\n1101\n00:42:51.160 --> 00:42:54.280\nYou know, Joe, what's your unfinished business?\n\n1102\n00:42:54.280 --> 00:42:55.360\nLand finished business?\n\n1103\n00:42:55.360 --> 00:42:56.720\nI like helping other people.\n\n1104\n00:42:56.720 --> 00:43:00.350\nI coach other executives doing what I can to help in the community in various\n\n1105\n00:43:00.350 --> 00:43:01.000\nand sundry\n\n1106\n00:43:01.000 --> 00:43:02.000\nways.\n\n1107\n00:43:02.000 --> 00:43:04.750\nAnd the only time I find out somebody I know is retiring, I go into a long\n\n1108\n00:43:04.750 --> 00:43:05.440\ncoaching mode\n\n1109\n00:43:05.440 --> 00:43:10.340\nwith them about how they can sustain themselves both physically and emotionally\n\n1110\n00:43:10.340 --> 00:43:10.800\nby making\n\n1111\n00:43:10.800 --> 00:43:14.680\nsure they commit to doing the right things when they retire.\n\n1112\n00:43:14.680 --> 00:43:18.120\nYou know, you mentioned your dad gave you those two bits of advice about\n\n1113\n00:43:18.120 --> 00:43:18.760\nlawyers and\n\n1114\n00:43:18.760 --> 00:43:19.760\ndoctors.\n\n1115\n00:43:19.760 --> 00:43:24.840\nAnd when you're coaching people, what's the best advice you give them?\n\n1116\n00:43:24.840 --> 00:43:26.880\nKeep an open mind.\n\n1117\n00:43:26.880 --> 00:43:28.080\nListen carefully.\n\n1118\n00:43:28.080 --> 00:43:29.640\nYou don't know it all.\n\n1119\n00:43:29.640 --> 00:43:32.900\nYou don't know what's going on around you and don't try to bite off more than\n\n1120\n00:43:32.900 --> 00:43:33.320\nyou can\n\n1121\n00:43:33.320 --> 00:43:34.320\nchew.\n\n1122\n00:43:34.320 --> 00:43:38.740\nJoe, I have to tell you, there's a reason why tractor supply did so well and\n\n1123\n00:43:38.740 --> 00:43:39.480\ncontinues\n\n1124\n00:43:39.480 --> 00:43:40.480\nto do well.\n\n1125\n00:43:40.480 --> 00:43:45.860\nAnd it's your leadership and the shadow that you cast and the culture that you\n\n1126\n00:43:45.860 --> 00:43:46.520\ncreated\n\n1127\n00:43:46.520 --> 00:43:48.640\nthat stayed on as you've moved on.\n\n1128\n00:43:48.640 --> 00:43:53.440\nAnd I want to thank you so much for taking the time to share your insights.\n\n1129\n00:43:53.440 --> 00:43:56.000\nThis has been a fantastic conversation.\n\n1130\n00:43:56.000 --> 00:43:57.920\nAnd I've learned a lot by listening.\n\n1131\n00:43:57.920 --> 00:43:58.920\nYou're awesome.\n\n1132\n00:43:58.920 --> 00:44:00.320\nI love talking about leadership.\n\n1133\n00:44:00.320 --> 00:44:02.040\nI love talking about the business.\n\n1134\n00:44:02.040 --> 00:44:03.240\nI love talking about management.\n\n1135\n00:44:03.240 --> 00:44:06.850\nAnd I want to make it clear that there have been five CEOs of the company in\n\n1136\n00:44:06.850 --> 00:44:07.720\nthe last 40\n\n1137\n00:44:07.720 --> 00:44:11.640\nsome odd years and all five of them have contributed greatly to the company.\n\n1138\n00:44:11.640 --> 00:44:14.360\nJoe, I can't tell you how much I enjoy this conversation.\n\n1139\n00:44:14.360 --> 00:44:16.520\nAnd thank you so much for being on the show.\n\n1140\n00:44:16.520 --> 00:44:17.880\nI enjoy the conversation also.\n\n1141\n00:44:17.880 --> 00:44:34.960\nOkay, I know there was a lot of great stuff in that conversation.\n\n1142\n00:44:34.960 --> 00:44:39.540\nSo you may have missed the mind blowing stat that Joe casually dropped in there\n\n1143\n00:44:39.540 --> 00:44:39.560\n.\n\n1144\n00:44:39.560 --> 00:44:46.160\nHe said, if you look at the S&P from the years 2000 to 2020, the tractor supply\n\n1145\n00:44:46.160 --> 00:44:46.840\ncompany\n\n1146\n00:44:46.840 --> 00:44:53.240\noutperformed all but two companies in that timeframe, including Apple.\n\n1147\n00:44:53.240 --> 00:44:57.420\nIt's yet more proof that when you take care of your team, they can take care of\n\n1148\n00:44:57.420 --> 00:44:58.160\ncustomers\n\n1149\n00:44:58.160 --> 00:45:00.800\nand that's what drives growth.\n\n1150\n00:45:00.800 --> 00:45:04.600\nTo me, that's the power of a unified team.\n\n1151\n00:45:04.600 --> 00:45:08.350\nGive people a clear mission, support them with the right incentives and do it\n\n1152\n00:45:08.350 --> 00:45:08.880\nall with\n\n1153\n00:45:08.880 --> 00:45:13.710\nthe level of transparency that makes everybody feel like they're a part of the\n\n1154\n00:45:13.710 --> 00:45:14.280\nteam.\n\n1155\n00:45:14.280 --> 00:45:18.010\nYou know, a lot of leaders hold their cards close to the chest and leave people\n\n1156\n00:45:18.010 --> 00:45:18.440\nin the\n\n1157\n00:45:18.440 --> 00:45:19.440\ndark.\n\n1158\n00:45:19.440 --> 00:45:24.480\nBut when you can bring everybody in on big picture plans and financials, you'll\n\n1159\n00:45:24.480 --> 00:45:24.960\ncreate\n\n1160\n00:45:24.960 --> 00:45:29.760\nthe kind of buy in and unity you need to get big things done.\n\n1161\n00:45:29.760 --> 00:45:35.250\nThis week, ask yourself, what opportunities do you have to be more transparent\n\n1162\n00:45:35.250 --> 00:45:35.920\nand open\n\n1163\n00:45:35.920 --> 00:45:39.800\nwith your team and what would change if you did?\n\n1164\n00:45:39.800 --> 00:45:41.880\nSo do you want to know how leaders lead?\n\n1165\n00:45:41.880 --> 00:45:46.080\nWhat we learned today is that transparency unifies the team.\n\n1166\n00:45:46.080 --> 00:45:50.670\nComing up next on How Leaders Lead is Michelle Korsmoe, the president and CEO\n\n1167\n00:45:50.670 --> 00:45:51.680\nof the National\n\n1168\n00:45:51.680 --> 00:45:53.640\nRestaurant Association.\n\n1169\n00:45:53.640 --> 00:45:57.320\nI have three young girls and I've spent a lot of time watching really\n\n1170\n00:45:57.320 --> 00:45:58.320\ninteresting kids\n\n1171\n00:45:58.320 --> 00:46:01.080\nprograms, including the Magic School Bus.\n\n1172\n00:46:01.080 --> 00:46:04.440\nAnd for anybody that's a fan of Miss Frizzle on the Magic School Bus, they've\n\n1173\n00:46:04.440 --> 00:46:04.960\nheard her\n\n1174\n00:46:04.960 --> 00:46:09.280\nsay, \"Take chances, get messy, make mistakes.\"\n\n1175\n00:46:09.280 --> 00:46:14.760\nAnd I've always thought that that really should be a great mantra for everyone.\n\n1176\n00:46:14.760 --> 00:46:18.760\nSo be sure to come back again next week to hear our entire conversation.\n\n1177\n00:46:18.760 --> 00:46:22.350\nThanks again for tuning in to another episode of How Leaders Lead, where every\n\n1178\n00:46:22.350 --> 00:46:23.120\nThursday you\n\n1179\n00:46:23.120 --> 00:46:27.520\nget to listen in while I interview some of the very best leaders in the world.\n\n1180\n00:46:27.520 --> 00:46:31.560\nI make it a point to give you something simple on each episode that you can\n\n1181\n00:46:31.560 --> 00:46:32.440\napply to your\n\n1182\n00:46:32.440 --> 00:46:36.600\nbusiness so that you will become the best leader that you can be.\n\n1183\n00:46:36.600 --> 00:46:46.600\n[BLANK_AUDIO]\n\n1184\n00:46:46.600 --> 00:46:56.600\n[BLANK_AUDIO]","

David Novak 0:04

Welcome to How leaders lead where every week you get to listen in while I interview some of the very best leaders in the world, I break down the key learning so that by the end of the episode, you'll have something simple you can apply as you develop into a better leader. That's what this podcast is all about. You know, one of the trickiest parts of being a leader is taking lots of different people and departments and getting everybody to actually cooperate and work together. I mean, let's be honest, just because people work for the same company doesn't mean they're on the same team. If you can relate to that, then boy, have I got the perfect leader for you to learn from today. Joe Scarlett is the former CEO of Tractor Supply Company, a retail chain that has been growing like crazy for a couple of decades now. And as you're about to hear a big reason for their success is how intentional they've been to get every team member on the same page, cooperating towards the same goals. If you want to unify your team, believe me, you're about to get a lot of practical ideas to do just that. So let's just jump in right now. Here's my conversation with my good friend head soon to be yours, Joe Scarlett.

You know, I always like to go back to the beginning, you know, what's the story from your childhood that shaped the kind of leader you are today.

Joe Scarlett 1:27

I grew up in New Jersey, and my dad worked in on Wall Street. And he would he would be in the city every day. And he'd come home at night. And he would very often be listening to CEOs and CFOs talk about their company and talk about their business strategy. And he'd share stories with us at night when he came home. And that sort of got me interested in business and interested in leadership. He would talk about not only about the business strategy, he would also talk about the culture. Anyway, he would talk about what he thought of the individual and stuff. Sometimes he'd say, I didn't trust that guy. And it was one situation in which that guy wound up in jail, five or six years later,

David Novak 2:03

What's the best advice your dad ever gave you?

Joe Scarlett 2:06

The very best advice they gave me. There are two things in life that you never need to be cheap about. One are lawyers, you get a cheap lawyer, you might go to jail. And the other is doctors, you get a bad doctor, you might die. So always get the best doctors and lawyers.

David Novak 2:20

That's great advice. You know, I understand you work with the legendary Bernie Marcus, who we happen to do a podcast with earlier, before he found at Home Depot. What's a big insight you learn from Bernie over the years,

Joe Scarlett 2:34

Bernie was a good leader all around, he was very focused on on the people he worked with, the company that we work together at was a company that was not doing well at all, it was very poorly managed. And Bernie was one of the fellows and top management that we thought for those of us in middle management, thought, Bernie, if you can ever get that job, this business is going to take off. If we had gotten there, we might have been the Walmart of the world instead of Walmart. But unfortunately, that didn't work out. The company didn't work well, and Bernie left. And several years later, he found at Home Depot. You

David Novak 3:05

know, I've listened to a few of your interviews. And you know, when you talk about this company that wasn't doing well, you never mentioned the name. I've never heard you mentioned that name. And I was just wondering, what is it about you that doesn't want to denigrate a company that wasn't doing so well.

Joe Scarlett 3:23

It's strictly because nobody's ever heard of the name, I'd be happy to tell you. The name of the company was two guys from Harrison. And they were two brothers who started selling appliances during or at the end of the Second World War, and eventually evolved into a huge discount store chain called two guys. It used to be two guys from Harrison, and they change them down to just two guys.

David Novak 3:42

Well two guys could have been the Walmart, if you and Bernie Marcus would have taken it forward. Now what brought you to Tractor Supply?

Unknown Speaker 3:49

Burning, I

Joe Scarlett 3:51

worked for the same company and the company was in trouble. And I started looking around and our reputation in the New York metropolitan area was not good. It was hard to get a job if if you've been working at two guys. These people from Tractor Supply contacted me and wanted to talk to me about about going to work for them. And I wound up doing that I should back up here a little bit. And when I was working for two guys, most of my time was in store operations, running departments running stores, supervising stores. And then the last two years of my career. The chairman came in one day and he said Joe, I just fired the guy running the personnel department. And I want you to become our personnel director. On Monday morning. I worked in personnel for two years. And it was a great learning experience for me that helped me develop my skills as a leader. When you're an operations you can tell people what to do when you're in personnel. You got to sell your ideas, you got to convince people of what to do. And it helped me grow up tremendously. And then I went to work for Tractor Supply as the vice president of personnel, which didn't last very long. I moved up to other jobs that right after that, as

David Novak 4:51

I understand that you were one of several VPs and you got tapped to be the number two person in the company. What was it about your leadership? You think that guy He that nod and got you into that number two spot,

Joe Scarlett 5:03

the fellow who hired me. Very nice, nice man. He just didn't have a good strategy for running the business. He got fired. And we were half a dozen vice presidents like myself together. And the parent company brought in a senior executive named Tom Hennessy, 12 or 14 years older than I was. And he was there as a caretaker. And I decided I had nothing to lose by working with him. And I worked closely with him. He was a good businessman, I understood retailing. So we worked together on a number of different projects. And then he decided he really liked his business. And he went back to the parent company, he said, you know, working for you for 25 years, I want to be the CEO of Tractor Supply. And the parent company said you are, and he came back to Nashville. And he mapped out a plan for the company said, I'm going to, I'm now the CEO. And I personally, I'm Tom, I'm going to manage operations, merchandising, and real estate. And I'm creating a new position of senior vice president responsible for everything else. And I'm thinking to myself, where are they going to find this guy, and he looked around, he said, Joe, that's you. So I started off in a whole different part of the world, I had to learn, learn all about accounting, I had to learn all about data processing, marketing, things I didn't, I knew very little about and but it worked out very well, we developed a tremendous partnership. The reason I got the job, as opposed to the other four or five VPS is that I was helping him and working with him and the others were very loyal to the previous president, and sort of steered clear of him to a great degree. The advice there that I was giving everybody is, no matter what you think your boss to help your boss be successful, you have nothing to lose and everything to gain.

David Novak 6:37

When you take over a function where you don't really you're not the subject matter expert, you know, what do you think is the critical thing you need to learn so that you can be effective in that role? Knowing that many you know the people that work for you actually know the subject better than you or usually do? Well, I

Joe Scarlett 6:54

think the first thing you have to do is to get to know your people, become partners with them, listen to them every way you can, and figure out what the measures of success are in these areas. What is it to really take takes to be successful. If you work with your people, and listen to your people, you can learn about the business. If you figure out what what's most important, you can give them the best possible direction. You

David Novak 7:14

know, you and a few others eventually go on and buy the company. Walk us through that decision, Joe, after

Joe Scarlett 7:21

Tom Hennessy. And I and others took over running a company in 1981, we were losing money at 81 and 82, we were beginning to make a profit. But at the beginning of 1982, the the big boys from the parent company came in and they said and this is almost a quote, they said boys, we love you, but you're for sale. And we spent the year trying to be sold both by an outside organization and ourselves. And finally, at the end of the year, after the five of us, begged, borrowed and stole everything we could, which wasn't much. We had a little equity to put up. And then we hooked up with three wealthy guys from New York City. Well, that was what put us into buying the company, December 28 1982. So we started off 1983 running, owning our own company, when we were beginning to make a profit then so things were looking pretty good. Now a little story about the three fellas that loaned us the money from New York. We're also the fellas that financed and ran the Woodstock Rock Festival. So our board meetings since we were making money and going in the right direction, our board meeting, we'd spent, you know, two hours on the business. And then we spent two hours listening to Woodstock stories. And it was a great partnership and a great friendship. And I'm still friends with the two of those three fellows today. The one is passed away.

David Novak 8:30

What did you learn? That's the most interesting thing about the leadership it took to put that rock festival on

Joe Scarlett 8:36

the biggest mistake they made was under estimating the size of the audience. They were expecting 30,000 and got 300,000 They just completely underestimated things. And they did the best they could in that situation. The biggest issue they were dealing with were drug overdoses. And then how do they get people to safety quickly, they found ways to rent helicopters to get people out in the worst possible situations. And they lost their shirt on that but they made a ton of money with us.

David Novak 9:05

You know, it sounds like you had a leveraged buyout basically, you know you take on all this debt the five of you go in there, you know what what is that like having the pressure of that debt show?

Joe Scarlett 9:18

It's tough. I mean, you know it's there. And in our business springtime is our like our Christmas time, because so much goes on in the spring and the planting season and lawn mowing and so many other things. During the first two springs, we ran out of money, we couldn't pay the bills. And what we did is we talked to our suppliers. We said listen, we're going to be two months late paying you we're going to be three months late paying you we're going to be six weeks late Pena, we talked to them very professional way. And only one supplier out of all the hundreds of suppliers we had cut us off at all everybody else stuck with us. They believed in us and stay with us and many of those suppliers are still with us today.

David Novak 9:51

So give us a real short summary of what you'd say to these guys that to get them to believe that you would actually pay him and be up hire someday.

Joe Scarlett 10:00

We talked about how we were rebuilding the company, how much effort we were putting into helping and training our people, and developing the right people. And the fact that we're focusing on a little bit different customer, they just came around to believe in us because we were telling the truth. And we were honest about it, we were straightforward. One of the things my predecessor used to say all the time is, we're a no secrets company. We don't keep secrets from anybody. We work closely with everybody.

David Novak 10:23

Tell us when you became CEO, and what that was like?

Joe Scarlett 10:26

Well, there's a history that worked up to that. I think I told you that Tom Hennessy may be number two person in the company. And while after that, he made me the executive vice president, and then then it became president and then finally became CEO. And it was, Tom slowly over time, stepped down what Tom was good at, is he delegated responsibility. In fact, I had been the CEO longer than than my title shows me being the CEO, because he was sitting back and letting me run this and run that and pretty much run the company for a long time. So I, I didn't jump into the CEO role overnight. I evolved into it over time. And it was very, it was a very smooth transition. No dramatics involved.

David Novak 11:03

What would you say? Joe? is the key to getting people on your team to work together so you can really grow a business like you did? Well,

Joe Scarlett 11:12

that's a question has a lot of answers to it, first of all, is about selecting the right people in the first place. It's about sharing with people, it's about putting people on the right path, it's about making sure people understand where we're going, what we believe in, talking a lot about the values of the organization, continually working on the skill base. Additionally, working on, we spent a lot of time on this, working on the development of our people as we went forward. For example, with hundreds of stores, you're forever going to have some degree of growth and potential turnover. And we work very hard to analyze groups of people throughout the company all the time, you know, these 10 stores, these three are doing a great job, these two have potential to move up the ladder. So let's give them other experiences, put them on other programs, give them a new store, keep continual process of, of developing people so that everybody can see where the future is. We worked very hard at that. And tried always, not always often tried to promote from within, because it just gives you better results. You

David Novak 12:10

know, I know you're a big believer admission what? What was your mission?

Joe Scarlett 12:13

Our mission is to work hard and have fun and make money by providing legendary service and great products at everyday low prices.

David Novak 12:20

Now, many people say have fun. I mean, what why did you put that in the mission statement 90%

Joe Scarlett 12:25

of our employees or team members, as we call them today, are customer facing, we want people to feel good about themselves. There's no downside to having fun, you make people feel good about themselves, they'll stay with you longer, they'll deal with customers more effectively. It's what we do work hard, have fun and make money. The make money part is also it's not about the company making money necessarily, although that's an essential component. But everybody in our organization is on a performance based incentive plan of one sort or another. And the more money we're paying out in incentives throughout the company, the better I was doing, that

David Novak 12:59

makes a lot of sense. And you did something that was pretty unique on that front, because you you not only had incentives, but for the store managers, I believe you had monthly incentives. What drove you to that? And what learning did you get that you think could be a value to others.

Joe Scarlett 13:15

That Incentive Program was started in 1981 by my predecessor Tom Hennessy, it goes like this every month, when you hit the sales plan, we take one half of 1% of the sales, put it into a bonus pool, and it's paid out proportionately, a couple of weeks later, originally, we were paying that out at the end of the six month period, or the end of the year period, something like that. And what we found is, when you're paying hourly people, you need to pay them quickly. So every month you have a new plan. And every month, if you're a manager, you can get your people fired up about you know, we've just missed it last month, but let's go this month, and we post the numbers in the break room all the time. And when I go into a store, I'll always say, you know, how are you doing? I'm planning this month, and almost all of them will tell you we're just a little behind it just a little ahead, or we're way ahead. And if I go into a store and find that they don't know where they are in plan, we may have somewhat of a leadership issue there.

David Novak 14:04

I want to go back to this point that you made that you called Tractor Supply, a no secrets company. unpack that a little bit more for me, I understand how it worked with your your suppliers. But how did you make that come alive inside the company?

Joe Scarlett 14:20

Go way back in time to the beginning. Every time we'd have a store managers meeting, my predecessor and I would stand up in front of the group and we talk about how we're doing financially, what our sales are, what our gross profit is, what our net profits are, we would share with people where we're building new stores, what the future looks like, what new products are coming down the road. We just kept sharing information all the time so that we don't keep secrets. And we also always open ourselves up for questions, any venue wherever we are. Anything you want to know just ask we're happy to share. Now we don't share confidential information obviously, as a public company that something hits, can't share stuff as a public company where you could as a private company, but we just always keep our people feel dinner where we're going. Today, the company has semi annual store managers meetings where they get all 2000 managers together. And they'll spend two or three days together, and they'll learn about what's coming down the road where the company's going, where the growth is going to be, where the new distribution centers will be. We just keep everybody in the loop. That's

David Novak 15:16

interesting, Joe, because so many leaders don't really share what's going on in their business. What have you learned about those kinds of leaders? Why is it that they don't,

Joe Scarlett 15:26

they're just small thinkers so clear that your people are going to help you get where you want to go. So the more they know, the more they can help you get where you want to go. It's just common sense to me. It doesn't take a lot of thinking, why some leaders don't do that. It's sometimes blows my mind why leaders just don't share. There's no downside and there's so much upside.

Koula Callahan 15:49

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David Novak 16:43

your stock at Tractor Supply, I think really took a big hit once there were rumors that Walmart was opening Farm Stores. What do you do about that? You know, you got this behemoth the you know coming in opening up farm storage, it's your stocks going to in a tank. How'd you get out of that hole? After

Joe Scarlett 17:02

we went public people started paying attention to us, including WalMart. We heard through the grapevine through a vendor community that Walmart is going to open a farm store. But that's not too much of a concern that week later, Walmart's gonna open 10 Farm Stores a week later Walmart's gonna have 100 Farm Stores a week later Walmart's gonna open 500 Farm Stores just too much so I called down to to Bentonville to talk to David Glasson got on the phone, I said, I'd like to speak to David glass plays and boons and thanks, um, goes through and Greg picks up the phone and says, David glass here. And I was stuttering then because I was amazed that he answered his own phone. And I just told him that we have some concerns about this farm store. But as you already did, he said, Oh, Joe, I know who you are, which surprised me carrying the conversation with two, three minutes. He said, Joe wants you to come down here, I want to talk to you. I want to get to know you. So I went down to Bentonville as fast as I could, along with one of my partners. And we spent an hour and a half with David glass talking about business. Very little about the farm store business, but mostly about retail business. And he was complaining about some of the drugstores were selling stuff below cost and blah, blah, blah. And we had a great conversation. Finally I said, Well, why are you getting into the farm store business? He said, Well, Joe, we want to find a few products we can knock off from your channel and put them in our Sam's Club. And that was the end of the conversation. I asked her you can open any more Farm Stores? I don't think so. The one they had was in Kirksville, Missouri. And so along the way, we had also developed a good working relationship with a Walmart real estate department because as Walmart opened super centers, we would often when at least a portion of their old store. It got to such a big deal that they would call us and they say we're planning on opening all these super centers. How many of these stores would you lease from us? So we had this great relationship. Less than a year after my conversation with David glass. We called our friends in a real estate department down there and said, We know your store in Clarksville is doing terrible and it was and they had the wrong inventory in the wrong people it was just wasn't doing well at all. We said to the real estate people said we'd make your deal. We'll lease back part of that store the part we want. And we'll buy your inventory at cost and we know we're getting screwed and take you out of the business. That was that nine o'clock in the morning by three o'clock in the afternoon we had a deal. Three or four months later we reopened that as a Tractor Supply Store. And I was able to go to Wall Street and say we took Walmart out of the farm store business.

David Novak 19:24

That's a compelling story. That

Joe Scarlett 19:26

was a good laugh. And then Bernie Marcus went down the same path about a year later. And he opened two Home Depot Farm Stores in Waterloo and Quincy Illinois, I think and but they didn't last very long at all. He just turned them into home center stores in less than six months.

David Novak 19:42

So you take out Walmart and you take out Home Depot that probably drove your stock a little bit.

Joe Scarlett 19:48

Yeah Did our stock during the if you take a snippet of time from 2000 to 2020. We were the third best performing stock on this s&p 500 better than Apple.

David Novak 19:57

Congratulations on that you know As I understand you would often cold call competitors and ask to get together. I mean, how did you get them to even meet with you?

Joe Scarlett 20:08

There was interesting, I've traveled all over the country, we were going to be somewhere I was going into that town, I just call on the phone and say, Hey, I'm Joe Scarlett, and they typically knew who I was. And I said, you know, I just like to come by and have a cup of coffee with you and chat about the business a little bit. And with with almost no exceptions, they were just thrilled to come on and stay overnight with us have dinner with us and love it. So it was just getting to know them. Most of the time, when you talking to competitors. It's not about pricing or competitive selection. It's about issues in the business. And a lot of times we have common issues that we can work on together. Do you

David Novak 20:40

recall a story where you learn something from a competitor that actually changed the way how you ran Tractor Supply,

Joe Scarlett 20:46

I would say we have learned a lot from competitors about product assortment, and where things really make sense. And we're continually refining our product assortment both geographically and supplier with the product to the kind of product it is. We learned from competitors all the time by observing what they're doing, not so much by talking to them. You really

David Novak 21:04

went on a tear when it comes to opening up the stores. And I know one of your very successful markets was the Florida market. Tell us about how you made the decision to move Tractor Supply into Florida.

Unknown Speaker 21:17

That actually

Joe Scarlett 21:18

was inspired by Walmart, Walmart came to us and they said, we have 11 stores that we want you to lease in Florida where we are building super centers. And we need to get this real estate off our books. And we worked with them back and forth for a little while. And then we signed a deal with him to pick up I think 10 of the 11 stores and wound up having a big grand opening sometime after that. And Florida has turned into a fabulous market for us was a market that we didn't know much about. But we know a lot about it today. In

David Novak 21:45

addition, your store count your revenue obviously went through the roof over the years and and you say once you got clear on your customer being a hobby farmer, it really impacted your business. Who was your target? And then how did you decide to make it the hobby farm? And what's a hobby farmer?

Joe Scarlett 22:04

Let's go back in history when Tom Hennessey and I and the three of us took over running the company, company was not doing well, we were in trouble. We were trying to figure out what's right. So we all spent a lot of time in the stores. We talked to customers, we talked to our employees, we talked to our managers. We even talked to the truck drivers. And we were observing what's going on and paying attention to what's going on. What we found is that although most of the vehicles outside were pickup trucks, there were not many farmers in the store. There were people there. Maybe 10%, or 15% of the customers were farmers. But there were lots of other people. They were buying stuff. So we also were fortunate to be we were data rich, we have a lot of information. So we could study what's selling, how many items were selling, how much we're making on it, where it's selling geographically. And what we found pretty quickly was that, that the product that related to production agriculture, was at best flat and most of the products were declining and sales. But all these other products that we're not you wouldn't think of necessarily as foreign products. We're growing and grow so I'm growing pretty quickly. Anything with a gasoline engine on it, riding lawnmowers, push mowers, tillers, snowblowers, generators, other things like air compressors, and specialized hardware and truck toolboxes, men's work, clothing, pet food was on fire, animal feed was beginning bird feeding all these categories that were not tied directly to production agriculture were growing. We came to the conclusion after a while that this really is not a farmer, we have this is somebody else. And we tagged the name hobby farmer on there, it made all the difference in the world, it changed the trajectory of the company changed the trajectory of how we bought product, what kind of product we're going to buy, it changed, where we put stores, no more stores in the cornfields of Iowa, we put them where there are large numbers of hobby farmers and we got, we figured out how to define a hobby farmer. Hobby farmer is typically a full family unit, not dependent on agriculture for a living could come from any walk of life. They could be doctors, or lawyers or factory workers or school teachers. They always have dogs and cats. They usually have other animals, chickens, or goats or horses or cows or something like that. They have a tractor, probably, they have a barn or shed. And this is their lifestyle. And the more we learn about that customer, the more we just market it to that customer, that customer for example, you and I probably go out for a steak dinner on Saturday night, but our customer is more likely home, feeding the animals and repairing the fences. That's their lifestyle. And once we went hell bent for election after that customer, it changed the dynamics of the business. It changed who we hired, where we put stores, what hours we're open, how we advertise what we advertised, who we advertise to put us on an entirely different path. And our competitors, although they had a lot of the same customers, they continued for the most part to think about themselves as marketing to farmers because that's how the company was founded.

David Novak 24:55

I love that story about really understanding your customers and And from that experience, what advice can you give to others on how to get clear on who your customer is, or really needs to be? How would you sum up that learning you just talked about,

Joe Scarlett 25:12

get close to your customer, spend time with your customer, wherever you are, go visit a customer on their on their turf. If you can, we encourage our people to go out, go out to the customer's farm or format, or wood or hobby farm, get close to your customer. And in our case, our employees are close to our customers. So we're always learning from from our employees or team members, as we call them today. Talk about

David Novak 25:34

this idea of your leaders being and you have this great phrase for this. I love this, you know, ministers of culture, what's a minister of culture,

Joe Scarlett 25:43

whenever we have managers meetings, we have get togethers, myself and the CEOs that have followed me, we always talk about our culture in the company. We talk about our values, we talk about our mission. And we're very committed to the value structure. And we talk about it all the time, we just tell them, I'm the CEO, I'm talking about the culture here. But every one of you in a leadership role, you also have the responsibility to maintain the culture and grow the culture in your business. So beside your title, as a store manager, you're also the Minister of Culture for your business unit. It's up to you to continue to promote the culture, encourage the culture and practice the culture. That's

David Novak 26:18

a vivid word picture, I love that word you can put into words, something that everybody really understands what it beats, I'd like you to tell us the iodine story. You know, it's a great example of what you're talking about. This first one was definitely a minister,

Joe Scarlett 26:31

we obtained 10 values in the company, the first value is ethics. And it says do the right thing. And always encourage others to do the right honest and ethical things. Well, the IDI story goes back to a one of our very smart young buyers, buying animal health products. And one of the products we sell is Iodine. And iodine is used in dairy production, somehow I don't know how but using dairy production, not a lot of it, but some of it. And she's studying her business, and she finds one store that's selling five or 10 times as much iodine as any other store. So she goes to the store. And she does a lot of research. And she finds that iodine is used in the production of methamphetamine. So without saying anything to any of us and leadership, she went to the manufacturers and maybe the scientist, I'm not sure where and Pfizer, what can we sell that does the same effect as iodine in our stores that can't be used for methamphetamine. And she found a substitute product, line it in there kept selling your new product, stop buying the old product that took us out of the iodine business, and we didn't know anything about it till after the fact. And once we found out about it, we made a big deal out of it and give her a big pat on the back and give her some awards and whatnot. So that's how deeply embedded the culture is in the organization, people just know that we're going to do the right thing. We're gonna do the right thing in every circumstance. And that's why that's why we, we feel very strongly about doing the right thing with our people. First of all, always doing the right thing, then developing them and choosing them and Bill giving them the right environment. Second, doing the right thing with our customers, or people will do anything for a customer, we always we talk to our people about the lifetime value of the customer. Forget this transaction, we talk about the lifetime value. And there are all sorts of examples about how you know if you have enough horses, you're going to spend $100,000 with us over a couple of years. And we use those examples. Plus, there's a sign in the stores that says satisfaction guaranteed. But underneath that are the words that says every team member has the authority to do whatever it takes, which means every team member, they can do whatever it takes to take care of the customer. And if we lose money on a transaction, and save a customer, we celebrate that that's fabulous. We love it. So we empower our people and trust our people. And third, we always build strong relationships with our suppliers, and our vendors, not just merchandise suppliers, but contractors and trucking companies and so on. So we're all on the same page working together. And if we fail, if we do the right thing with our people to do the right thing with our customers, and we do the right thing with our business partners, our stockholders will do just fine. So we spend as little time as possible with stockholders, and as much time as we can with the three constituencies that make us successful.

David Novak 29:05

I know you spent a lot of time Joe, teaching leadership inside the company and you're a big proponent of developing really outstanding soft skills in addition to just functional capabilities that you have to have. What do you think is the most important soft skill a leader can develop and why?

Joe Scarlett 29:24

Well there there are a number of them that are very important. I would start off with with the selection of people you're only as good as the people you surround yourself with. As I like to say, surround yourself with stars and you can be a star surround yourself with turkeys and you get sliced up for Thanksgiving. But the whole skill of recruiting of interviewing of building the team is is so incredibly important. And that's not a skill you learn overnight. That's something that takes a lot of practice and a lot of years. We taught all sorts of those skills and attractive supply but the starting point if you surround yourself with good people, you can do just about anything

Koula Callahan 30:03

Have you ever wondered what David is thinking as he interviews our guests each week? Or have you been interested in hearing David's take on some of the questions that he asks his guest? Well, I do and I know a lot of you do, too. My name is Kula Callahan. And together with David, I host the three more questions podcasts that airs every Monday. These episodes are just about 15 minutes. And in them, I asked David three questions that dive deeper into the themes of his episode with his guests. David shares incredible insights and stories from his career leading yum brands. And all of His answers are super practical and inspiring, like this great insight David shared and one of our most recent, three more questions episodes.

David Novak 30:45

If you're going to run a company, you got to be able to play on two teams. You can't just care about your team, which is obviously critical to the success of the company after care about the total team, which is the enterprise and the great leaders, the people that take on more responsibility always show that they're more concerned about the company than just their particular piece of the company. They care about the total enterprise. So I think that's an absolute fundamental thing. Get

Koula Callahan 31:14

the three more questions podcasts in your feed each Monday and dive even deeper into the episodes you know and love. Just subscribe to how leaders lead wherever you get your podcasts.

David Novak 31:32

In your opinion, what's the risk of a leader being too much in the weeds,

Joe Scarlett 31:37

leaders who get in the weeds get lost? You see, that happened very frequently. And I worked very hard not to get lost in the weeds. And I know that our current CEO feels the same way. And when I was a CEO, I made very few decisions. I made high level personnel decisions with with the input of a team. high level strategic decisions were the input of a team. But most of the time I surrounded myself with good people, empower them, and had them make decisions on what needs to be done. They share it with me, they wouldn't be keeping a secret. But we talked so much about our mission, we talk so much about our value structure, that it's easy for them to run with the ball. They know what the guardrails are, and they move forward down that road making decisions. Tell you a little bit about the development program we have for store managers. If we decide we want to hire you to be a store manager, or promote you to be putting on our program, there's a great big training manual you have to go through. And you can only train in stores where the store manager has been certified as a teacher. So you're going to store your learning profile or woman who's been there and done that. And the district manager comes in and quizzes you every couple of weeks. And each time you're training based on your background. And then but before you can actually run a store, you have to come in to Nashville and spend a week in a class taught mostly by senior executives, and much of that's about the softer skills in business. It's about how to build teams and create teamwork and how to interview how to get people working together, how to get along in the community, how to do performance evaluations, how to deal with with difficult situations. And so by the time you leave there on Friday, you know that you're empowered to be the CEO of your store. You know, what the guardrails are, you met every senior executive. So whether you're around the corner or 2000 miles away, you feel a part of the company because you know, everybody, and you know the CEO walked in tomorrow, you could say good morning, how are you today, because you have been there and met met those people. You're

David Novak 33:26

very well known for spending a ton of time in your your stores. Tell us how you make the most of a store visit?

Joe Scarlett 33:33

Well, first of all, about half of my work weeks, I will be out in the stores. And some of the distribution centers to I leave town on. On Monday, I take with me a regional vice president responsible for 150 stores or something like that. And often take another promising individual with me, somebody could be from it or marketing or accounting or real estate anywhere. We would fly off somewhere and hook up with a district manager late that day or maybe go to one store. And by the way, the stores would never know we're coming. We don't want stores getting ready for us. We want stores getting ready for customers. And we walk into a store and we just say hello and I start talking. And I know a lot of people will say well, here comes the CEO who's going to tell him what he wants to hear. Somebody walk up to me and say hello, Mr. Scarlett, I'll say no, the name is Joe. I said so what part of the story you take care of David? Well, you take care of the pet area. Come on, let's take a walk down the pet aisle. David, how's this new pet food selling? How's this new dog food selling? Right away? You know, two minutes into this conversation. We're best buddies and we're talking about the business. And we're just two partners in the same business talking about what's going on in the stores. And that's how we all conducted ourselves in the stores. And we never chewed anybody out in the stores ever. If there was bad stuff happening in the stores, we would talk with the district manager later on about it but never there we made a point of leaving every store on a high note. When we left people would say gee, I'm glad the bosses were here today. And all the time we're listening and people come up with good ideas. So let's say somebody comes in my great idea, we want to be selling XYZ dog food. And Wallace, thank you very much. We start with the next door, and we say, What do you think about the XYZ dog food? You asked the question five or six times, and you get an idea whether that makes sense or not. And if it makes sense, you make a note of it. And you pass those thoughts along to the buyer when you get back to the office. So

David Novak 35:21

that's basically how you process the bigness of the idea. Yes,

Joe Scarlett 35:25

but I never went back and said, Buy this back. I said, here's what we heard. Take the ball, run with it wherever it makes sense.

David Novak 35:33

You mentioned promising people and you say, when you see promising people, help them get ahead. Give us an example of where you did that. And you're really proud of it. I

Joe Scarlett 35:44

can tell you about one situation where I made a bad decision and a good decision, I helped the fella get along. I made a bad decision hiring somebody. And I did what most of us do, which is bad, we waited too long to do something about it. But after I'd let this fella go, for other folks spoke up and said, Well, I want that job. I want that job, who's an operations job. And I spent a full day with each of the four people. And when I originally had those four people lined up, I was sure that the guy was number four would never get anywhere. But you know what? After I spent a full day with him, I realized, hey, this guy's really a star. I put him in charge of store operations for the company. And he was the best store operator I've ever worked with.

David Novak 36:25

How did you get to the bottom line that hey, this person is a star. I mean, when you when you say Star, what qualities does a leader have to have? Good with

Joe Scarlett 36:34

people decisive, good communicator, the fellow I'm talking about just he relates well with people, people gravitate to him to listen to him. And when he speaks, everybody listens. Not only does he speak, he also listens when people are talking to him.

David Novak 36:47

I understand you really don't think highly of calling your your corporate offices, the headquarters,

Joe Scarlett 36:54

way back in the 1980s. I think we had a headquarters in Nashville. That's where all you know, all this big cheese's were in the headquarters. And then we changed the name from headquarters to the store Support Center. And people thought that was a little corny, but we took it one step further, it wasn't just a name change, it became a cultural change. Because we took everybody who works in a store Support Center, and they put put them out in the stores work two or three days. And we still go through a cycle rotation of that to this day. And when you work in a store, you wait on customers and you stocked shelves, and you run the terminal and you unload trucks, you make different decisions. When you're back at this store Support Center, you make decisions that are much more pro company, pro customer and pro employee. That was a big step in changing the culture of our company to being one where everybody's on the same page, everybody's working together.

David Novak 37:43

And that brings me to something that's really exciting. I know in your life. Now, you just completed your first book, it's called the culture warrior. Tell us a little bit about that, Joe, I've got an order that on Amazon, I haven't had a chance to read it yet.

Joe Scarlett 37:56

I wrote a column for our company newspaper pretty regularly. But that was like four or five times a year. And as I was stepping down to the company, I started writing the leadership column for the National Business Journal. And I've been doing that now since 2008, or 2009. And I've got like 170 columns I've written all about leadership and the kinds of things we've been talking about here today. I've been pushed by a number of people to put all these things in one book. So I've done that. Most everything you would read in this book would be about cultural related to those kinds of things.

David Novak 38:28

All right, there's been so much fun. I want to have some more with this lightning round of questions. That idea. Are you ready for this far away? What's one word others would use to best describe you?

Joe Scarlett 38:38

good listener?

Speaker 1 38:40

What would you say is the one word that best describes you? Determined?

David Novak 38:45

If you could be one person beside yourself for a day? Who would it be?

Joe Scarlett 38:50

Sam Walton?

David Novak 38:52

Who would play you in a movie?

Joe Scarlett 38:56

No idea.

Unknown Speaker 38:58

What's your biggest pet peeve?

Joe Scarlett 39:00

People not on time. That's o'clock here. It's called Joe time. Because Joe time is. Meaning starts at nine o'clock. You better get your butt in the seat by nine o'clock.

David Novak 39:09

What's the word or phrase that comes to mind? When you think of the growth of Tractor Supply?

Joe Scarlett 39:14

Exciting.

David Novak 39:17

What would you have done if you you hadn't gone the Business Route?

Joe Scarlett 39:20

That never crossed my mind?

David Novak 39:23

What's one of your daily rituals? Something you never miss?

Joe Scarlett 39:26

I exercise every day six days a week not seven. I take one day off.

David Novak 39:30

If I turned on the radio in your car, what would I hear Scottish music in Nashville. I was thinking you might say country but that's good. What's something about you? Few people would know.

Joe Scarlett 39:42

I used to repair my own cars when I was a kid gig.

David Novak 39:46

Alright, that's the end of the lightning round. I just got a few more questions here. We'll wrap this up. You know you started the Scarlett Family Foundation almost 20 years ago. Tell us about it

Joe Scarlett 39:58

as being part owner of the company I come into some very fortunate situation. And as people always remind you, you can't take it with you. So we want to put some of what we had to good use, we created a foundation. My wife is from England, and she was unable to have a college education when she was young. And she always kept talking about, let's help those folks who fall through the cracks within education. We started our foundation providing scholarships for business students from Middle Tennessee, this is our home and is where we support people. And we've added stem scholarships to that since then, we've also become very supportive of charter schools. And charter schools in Nashville are among the best in the country. We also contribute a lot to all sorts of programs to help young people understand what career opportunities are out there. And our daughter today runs the foundation.

David Novak 40:47

You're also the chairman of Scarlett Hotel Group, which your son runs. What's the key lesson you've you've learned running a family business?

Joe Scarlett 40:57

I'm the ceremonial chairman. Our son runs the business, he and two partners run the business day in and day out. I do some leadership training for his people. By the way, that's probably my number one involvement there. But he and his buddies run the hotel business themselves. He and his two buddies came to us, but seven years ago, and they said we're tired of working for these creeps that we're working for help us get started in the hotel business. And so Dorothy and I helped him get started with two hotels. And that was it no other help other than my coaching. And they're up to 17 or 18 Hotels today, and doing very, very well.

David Novak 41:31

What's the key learning you can share in terms of working with your son, a family member?

Joe Scarlett 41:36

We work together very, very well. He asked me questions, I give them advice. I asked him questions, he tells me what's going on. I've learned about the hotel business from him. He's learned a lot about leadership and management from me, from a long, long time ago, I can tell another little story. When he was six or seven, he and I went to our first major league ball game together at Shea Stadium. And over the next 15 years, he and I went away every summer without mom and says and went to one or two or three major league ballparks and by the time he was 22, we'd been to a major league ball game and every one of the 30 major league cities. Now along the way, when he was young was all about baseball then later on, it's about girls later on, it's about beer, we formed a tremendous relationship. And as part of the travel, we would stay in different hotels all the time. And he started becoming critiquing the hotels because I was talking about management leadership. And he taught Oh, man, they didn't have enough soap or the guy behind the desk wasn't nice, or they shouldn't have to do this. And, and he got very involved in in the hotel management and wound up going to Purdue and got a degree in Hospitality Management. That's what got him into the right. And

David Novak 42:42

that relationship you had is really carried forward in the business and and both your passions have been leveraged in the right way. That's that's really good stuff. You know, Joe, what's your unfinished business? With

Joe Scarlett 42:54

unfinished business. I like helping other people, I coach other executives, doing what I can to help in the community and various and sundry ways. Where every time I find out somebody I know is retiring, I go into a long coaching mode with them about how they can sustain themselves both physically and emotionally, by making sure they commit to doing the right things when they retire. You

David Novak 43:14

know, you mentioned your dad gave you those two bits of advice about lawyers, the doctors, and when you're coaching people, What's the best advice you give them?

Joe Scarlett 43:24

Keep an open mind. Listen carefully, you don't know at all, pay attention to what's going on going on around you. And don't try to bite off more than you can chew. Joe,

David Novak 43:34

I have to tell you, there's a reason why Tractor Supply did so well and continues to do well. It's your leadership and the shadow that you cast and the culture that you created that stayed on as you've moved on. And I want to thank you so much for taking the time to share your insights. This has been a fantastic conversation. And I've learned a lot by listening. You're awesome. I

Joe Scarlett 43:58

love talking about leadership. I love talking about the business. I love talking about management. And I want to make it clear that there have been five CEOs of the company in the last 40 some odd years and all five of them have contributed greatly to the company

David Novak 44:11

to I can't tell you how much I enjoy this conversation. And thank you so much for being on the show. I

Joe Scarlett 44:16

enjoy the conversation also.

David Novak 44:30

Okay, I know there was a lot of great stuff in that conversation. So you may have missed the mind blowing stat that Joe casually dropped in there. He said, if you look at the s&p from the years 2000 to 2020, the Tractor Supply Company outperformed all but two companies in that timeframe, including Apple is yet more proof that when you take care of your team, they can take care of customers and that's what drives growth. To me, that's the power of a unified team. Give people a clear mission, support them with the right incentives, and do it all with a level of transparency that makes everybody feel like they're a part of the team. You know, a lot of leaders hold their cards close to the chest and leave people in the dark. But when you can bring everybody in on big picture plans and financials, you'll create the kind of buy in and unity you need to get big things done. This week, ask yourself, what opportunities do you have to be more transparent and open with your team? And what would change if you did? So do you want to know how leaders lead? What we learned today is that transparency unifies the team. Coming up next on how leaders lead is Michelle Cosmo, the President and CEO of the National Restaurant Association. I

Speaker 2 45:53

have three young girls and I've spent a lot of time watching really interesting kids programs, including the Magic School Bus. And for anybody that's a fan of Miss Frizzle on the Magic School Bus. They've heard her say, take chances, get messy, make mistakes. And I've always thought that that really should be a great mantra for everyone. So

David Novak 46:14

be sure to come back again next week to hear our entire conversation. Thanks again for tuning in to another episode of how leaders lead where every Thursday you get to listen in while I interview some of the very best leaders in the world. I make it a point to give you something simple on each episode that you can apply to your business so that you will become the best leader that you can be

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