It’s not every day you get to chat with a business legend who turned a tiny can of slippery goo into a global empire. That’s right, Gary Ridge—the man who took WD-40 and made it the Beyoncé of lubricants. We cornered Gary, the Chairman Emeritus of WD-40, to find out what he’d say at Winning@Retail. His big message? “Any Dumb Ass Can Do It.” (Spoiler: it’s also the title of his new book. The man knows branding.)
Gary didn’t just wing it—he nailed it. Retail keynote speaker Garry Ridge didn’t just wing it—he nailed it. His story about knocking the cover off the ball with WD-40 was less about sales figures and more about what it takes to lead with intention. He insisted that success isn’t about chasing sales or manufacturing bragging rights. Nope, it’s about creating a culture strong enough to survive the ups, downs – and “oops” moments that happen in business/are part of doing business. His passion hit home (for me), because let’s be honest—what’s better than a workplace culture where everyone actually likes each other?
One of Gary’s signature moves is building a value system that ultimately points back to one unapologetic truth: making money matters. Shocking, right? Business professors (many of whom have never actually worked in the corporate world) clutch their pearls at this idea, but Gary’s take was refreshingly blunt. His tribe doesn’t see profit as a dirty word — instead, the longtime WD-40 CEO emphasized that great leadership in retail hinges on solving problems and delivering real value. And if that means making bank while helping people unstick their squeaky doors, more power to them.
Gary also threw down some wisdom about failure. According to him, we should celebrate it—throw a little confetti every time we trip over our shoelaces. Think about it: when we learned to walk, we fell down a lot. Our parents didn’t shout, “What’s wrong with you, you tiny failure?” Instead, they encouraged us to try again. Same goes for business. His philosophy? Don’t hire managers. Hire coaches. Because the coach doesn’t play the game—the tribe does.
The audience ate it up—Gary had them laughing, thinking, and maybe even reconsidering their life choices. His message was crystal clear: winning at retail requires more than gimmicks or discounts; it requires a fantastic culture where people feel empowered, valued, and, yes, ready to fail gloriously and try again.
If you haven’t already, grab a copy of Gary’s book, Any Dumb Ass Can Do It. It’s packed with nuggets of wisdom (and probably fewer calories than actual nuggets). Just remember: check your ego at the door, step onto the field, and get ready to coach your tribe to victory.
See our previous post about Winning@Retail speaker Steve Frenda here.
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