From the pinnacles of power by Fortune editor at large Patricia Sellers
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July 17, 2008, 12:10 pm

Power Point: 5 tips from IBM’s turnaround champ

Former IBM CEO Lou Gerstner

Former IBM CEO Lou Gerstner

It’s been 15 years since IBM (IBM) set what was then the record for the biggest annual loss in U.S. corporate history. Today, thanks to growth in emerging markets, Big Blue is one of the tech industry’s big success stories — and is expected to report healthy second-quarter sales and profits after the market closes today. IBM is also one of only four stocks on the Dow 30 that are up over the past year (the others are Procter & Gamble (PG), Johnson & Johnson (JNJ), and McDonald’s (MCD)).

The man who started IBM on the path to recovery, Lou Gerstner, copped a Legend in Leadership award at the Yale CEO Summit in New York in last month. At the podium, Gerstner, CEO of IBM from 1993 to 2002 and now chairman of private equity giant Carlyle Group, dished up some wise tips on the topic he knows best: how to transform a Fortune 500 company. Here’s an edited transcript of his advice:

1. It’s very important to distinguish between a transformation and a turnaround. A turnaround involves a company that has fallen off the rails and has executed poorly. It takes a driven executive, but it’s not that bad. A transformation is truly difficult. The company must fundamentally change its model. It’s very, very problematic.

2. If you’re trying to transform a dodo, you’re not going to make it. I agree with Warren Buffett’s rule: “When a management with a reputation for brilliance tackles a business with a reputation for bad economics, it is usually the reputation of the business that remains intact.”

3. It’s all about culture. You have to transform the culture, not just the strategy. Culture is what people do when no one is watching.

4. Integrate as a team. When I arrived at IBM, there were “Team” signs all around. I asked, “How do people get paid?” They told me, “We pay people based on individual performance.”

5. You have to understand what people do everyday — the processes, the values, the rewards. It requires immense involvement by the CEO. If you’re a CEO who tells employees, “That’s it. You know where we’re going,” you’ll find yourself with no followers.

P.S. Gerstner mentioned that two or three CEOs have gone into large corporations and “failed to transform” them — but wouldn’t name names. He let one name slip: Kodak (EK). What two other companies do you think Gerstner was thinking of?

I think that all the big blue ceos have made a great job eve including his former CEO Sam Plamisano who know how to lead this big corporation takeing the right choise at the right time.

Posted By Daniel Gonzalez Gaytan : August 3, 2008 3:04 pm

I joined IBM shortly after the Gerstner era, and had several occasions to interact with Lou directly. In my experience, he was the sharpest — and most sharply focused — executive I’ve ever encountered.

When he joined IBM, it was being slowly strangled to death by its own overgrown bureaucracy, and the malaise within its ranks. Many employees basked in a culture of entitlement, and few felt anything resembling a sense of urgency to return IBM to profitability.

While the measures he took were tough, they were necessary to preserve what Gerstner seemed to think IBM was: a national treasure, that — once righted — could accomplish things that no other company could.

Yes, he pushed people hard… but never harder than he pushed himself. He deserves whatever awards come his way.

Posted By Jim Neumann, San Diego, CA : July 29, 2008 3:31 pm

I really hope that the US can get up and running again with their economy, there are so many intelligent and innovative people over there. It seems that Lou Gerstner is trying to make an effort and by reading point 4 he understands team work. If the next President focuses on Teamwork a bit more I think the US will see positive results in the distant future.

Posted By Melbourne, Australia : July 21, 2008 3:01 am

It’s amazing how much credit we give to currency exchange and tax evasion. If it hadn’t been for evading the taxes in Europe through royalty payments and today’s currency exchange advantage of a falling dollar, IBM might not have survived the early 90’s and looked good in the last few years.

IBM is a foreign company charted in the US. Credit has to be given to the fact that they have decided to abandon all their ethics, morality in pursuit of profits abroad. Just like what they did to Endicott and thousands of employees, they have abandoned the US and moved elsewhere like a good itinerant oil salesman now called a “global company”.

The day of judgement will come when the dollar strengthens. Instead of adding to the 6% measly real growth it’ll start subtracting. The next step will then have to be to move their charter out of the US to a “tax ignorant” jurisdiction and set up tent there.

IBM, the brand that has decided it has only one ethic and morality. The brand that places itself on the altar of profit, ignoring everything else. One day this decision will destroy your brand despite your excellent communications team and economists.

Posted By Tom’s Soul, Raleigh, North Carolina : July 18, 2008 11:32 pm

I am an IBM retiree, Lou began his work just as I retired. As a retiree, I’m glad he did what he did, or I might not be receiving a pension. The individual who said in their father’s view that Lou was the worst IBM CEO, is one of those people that we have in so many companies who just don’t get it. And they are usually the first to get laid off, and they should be. Lou did far more than cut the workforce and lower the benefits. An examination of the real facts will show he in fact did implement a turn around strategy, and one that worked. He deserves the recognition for what he has accomplished through all aspects of his career. We need more such executives in American business, and then America will regain its edge, as IBM did, contrary to the writer from Rochester’s comments. The comments about IBM are just as uninformed as the comments on Yale/Bush. Guess someone spends too much time listening to their Yorkie while wondering why everything is going to the dogs.

Posted By Bob, Concord, California : July 18, 2008 5:59 pm

For the ignorant fool from Rochester, MN:
Yale did not “give” George W. Bush a Masters degree; he received his undergraduate degree from Yale. He was a C student at Yale, as was his classmate John F. Kerry. However, George W. Bush later “earned” a Masters degree (MBA) from Harvard. Nobody ever suggests you can get a highly respected Harvard MBA without earning it. And, unlike Ted Kennedy, George W. Bush was never expelled from Harvard for cheating. Al Gore failed twice at getting his Masters degree, first at Vanderbilt Divinity school and then at Vanderbilt Law school. Get your facts straight before shooting your mouth off about your political bias.

Posted By Joe, Irvine CA : July 18, 2008 2:00 pm

These comments surprise me – perhaps they reflect the bitterness of those who are negatively impacted by the changes needed to turn IBM around. Without those changes (including globalization) IBM would likely be relegated to the dustbin of corporate history.

Instead, today it is the second largest software company in the world, the largest IT consultancy, and remains one of the largest hardware manufacturers. The shift towards software and consulting makes sense, and the results show in this quarter’s extremely strong numbers in a down economy.

Culture? I find it to be an interesting place to work. Yes it can be stultifying as part of a behemoth, and one could easily feel lost in the machine – it takes sustained personal effort to stay on top of your game in a place with so many moving parts and cross-functional teams.

But – few other companies can achieve the stupendous engineering feats of which only IBM is capable – it is inspiring to work at a place which continually makes the world’s fastest supercomputer, or helps to solve the mysteries of man’s history as told in your DNA, or crunches massive volumes of data daily on Wall Street.

It’s a place worthy of the investment of my efforts. It you don’t feel the same way, then please do yourself, me, and IBM shareholders a favor and find some other employment.

Posted By Portland, OR : July 18, 2008 11:02 am

Lou Gerstner being honored by Yale – that makes sense. They’re the same institution which gave George W. Bush a Masters degree. My father was an IBM engineer for 32 years. He thought Lou was the worst CEO ever. In 1994 he sold all his IBM stock, retired, and purchased Harley Davidson for $5 a share. I work with a lot of people who weren’t go lucky. How tough is it to cut the workforce and lower retiree benefits? My Yorkie could do that. Is that a turn around strategy? Wow. No wonder America has lost its edge.

Posted By Rochester, MN : July 17, 2008 8:10 pm

What a joke to say, “It’s all about culture. You have to transform the culture, not just the strategy. Culture is what people do when no one is watching.” Even with the ‘great’ 2nd quarter #s, employees still don’t get raises or bonuses. Everyone here is looking out for themselves, that’s what the culture is.

Posted By Peter, Summit, NJ : July 17, 2008 5:24 pm

For some one who mentioned that Lou was looking for himself and IBM ofshoring work , think if IBM or any other company was not competing with the world market then IBM and its 160 thousand + US jobs would have vanished by now.!!
Its the global market every one has to compete now , if not that company will not exist and what ever jobs it provides will be gone. Companies of INDIA , CHINA are buying up US and European firms! So now can u say to US govt to stop this happening . come one WAKE DUDE ! WAKE up the competitive capitalistic world.
If you want a TV for $200 then obivouly its made some where in the world where the labor is cheap , its pure business!!
If u are ready to pay $500 for the same TV which is made in US then the business will adopt that!..

Posted By Rags , Highland , NY : July 17, 2008 5:20 pm

Obviously, the investors are just looking at the finacial “power point”, and quickly will adversely sell, when the EPS “growth” slows.
Perhaps one should have a look at the following at IBM:
- further divisionalism does not support the “single” vision – quite opposite, IBM has invidualized goals for sales and services
- IBM is offshoring jobs from the USA in masses, of course this helps for short EPS increases – long term however ?
- weak $ gives good earnings abroad, in ermeging markets too
- share buy back helps the share price, how long will Sam held this up at the cost of employees’ wages and morale
- these at just a few things to look at; the majority of the people WORKING at IBM thinks, – especially in the USA- it’s time to leave the business

Posted By IBMER, Dalls, TX : July 17, 2008 3:48 pm

It truly takes a visionary to transform a behemoth like IBM. Lou changed the culture of IBM, now Stringer is changing the culture of Sony with Lou’s advice. I wonder when will our President have the vision to transform America into a nation that strive for excellence again.

Posted By John, Culver City, CA : July 17, 2008 2:30 pm

Two other companies that “Sweet Lou” Gerstner was probably thinking about:
Sun Microsystems, and
Honeywell.

Posted By FutureUser, Nashville, Tenn. : July 17, 2008 1:44 pm

Nice note, good points made – as an investor I look at a firm’s culture first – I’m a fan of Eaton Corp (ETN) for that reason.

Posted By G. Somers, Chapel Hill, NC : July 17, 2008 1:38 pm

How about:
1) GM
2) Ford
3) Delphi
4) Dana Corp
5) Northworst Airlines
6) K-Mart/Sears

Posted By Student, Dallas, TX : July 17, 2008 1:16 pm

to answer your question…IBM is one of them…

Posted By Bruce Gordon, New York : July 17, 2008 1:02 pm

Are HP and Motorola the remaining two?

Posted By Joseph – Grafton, WI : July 17, 2008 12:49 pm

Lou came in and was looking out for no one but himself. If you disect the numbers, you will see that things really stayed flat and many many assests, including employees, were put on the chopping block. Lou screwed IBM and its culture and is still collecting a consulting fee from IBM. Meanwhile USA employees see their jobs being offshored and wages slashed. Current management is just as cut-throat and IBM is becoming a “run of the mill” company whose flame is going out quickly.

Posted By Frank, Gburg, Md. : July 17, 2008 12:27 pm
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