Christine Day, the CEO of Lululemon, gave a compelling account at the Toronto Board of Trade of how Lululemon uses culture as a core competitive advantage. It is woven into the fabric of every interaction and decision, not a bunch of meaningless posters on the wall. Sadly, there is no book yet. But when there is, I believe it will have greater impact than Tony Hsieh’s Delivering Happiness – a landmark book on organizational culture.
Below are my notes from the session.
Lululemon shares some characteristics with other break-through organizational cultures:
- Focus on the long term success
- Compelling shared vision – “elevate the world from mediocrity”
- Little or no organizational hierarchy. e.g. Stores drive activity, not head office.
- Focus on people and their development
- Having a compelling Why? See their manifesto
- Coherent and compelling company culture. See some slides to get some more flavour of this.
There are two elements that I notice are unique and striking about Lululemon culture.
Values Value Chain
The first is the focus on the “values value chain”. They seek to create an ecosystem of success: win/win for everyone they deal with from suppliers to staff to local yoga studios. Like Amazon they believe their long term success will not always lie with short-term decisions. And they always make decisions in favour of the long term. A key difference with Lululemon is that it’s not just about the customer, it’s about everyone involved in the value chain.
Creating a Generation of Leaders
The second and more important element is the relentless focus on leadership and personal development of staff. They encourage staff to dream big and to develop both personally and professionally. These are visibly posted in stores and online. The #1 reason for leaving Lululemon is to pursue their personal vision.
After the talk, I sat with some “Educators” – associates who do sales and other activities – and I could see first hand that Lululemon is changing the world by creating a generation of leaders. It is for this second element, almost a side-effect, that I believe that Lululemon will help change the landscape of business to one more habitable by humans.
