David Steiner, CEO of Waste Management, started off his work career as a lawyer. When he moved to New Orleans, he had to find a new job. He had job offers from many companies in the area including Waste Management. Even Enron, which was doing great at the time, wanted him to join their organization. However, Steiner took the job at Waste Management as the Deputy General Officer and within 3.5 years, Steiner was the CEO.
Now that Steiner is the leader of this great organization, he has learned that he has to listen to his customers. Waste Management needs to build around what the customers want inorder to create value for them. He is currently working on building up these positive relationships with his customers using a competitive strategy. To extract more value out of the materials Waste Management uses, Steiner plans to lower the customers’ cost of service, which will ultimately raise profits for his organization. Steiner described this strategy as a “win-win” situation.
He also went on to describe how Waste Management tried to protect their customers by taking the risk when oil and commodities were high. He now wants to share the risk and work together through trust. Steiner also described how Waste Management uses their website to help communicate with their consumers. This helps them interact with their customers to create a better experience for both sides. The style of leadership that Steiner is demonstrating during this situation is transformational leadership.
A transformational leadership is the process when a leader engages with others and creates a connection that raises the level of motivation and moral in both the leader and the follower. Steiner is currently trying to involve his customers to work with the organization so they both benefit from this new strategy. He is trying to help his followers reach their fullest potential by creating a value for them.
According to Kouzes and Posner’s Transformational Perspective, Steiner exhibits the five fundamental practices that enable leaders to get amazing things achieved. This practice includes: modeling the way, inspire a shared vision, challenge the process, enable others to act, and encourage the heart.
Modeling the way is when the leader role models his values and philosophy to others. He sets an example for others through his behaviors. Steiner performs this practice when he took the risk from his customers when the oil prices went up. He did not raise their prices, he just continue to cover the costs for them. This shows how Steiner will stick to his word and not let go of his promises. He is modeling the trust that he wants his customers to also have in him.
He also inspires a shared vision with his followers. This is when a leader is able to visualize positive outcomes in the future and communicates it to others. Steiner does this by listening to what his employees want. He realizes that they want lower costs and a trustworthy company. Steiner shows his customers how their dreams can be met through his shared vision of creating a value for Waste Management, along with his consumers.
Challenging the process is another practice for a transformational leader. This is when a leader changes the status quo and steps into the indefinite situation. Steiner challenges the process of the waste industry by using an interactive website. His company is the first waste company to use this strategy and try something new. He wants to find a better way to communicate with his employees so why not create a website that both parties can benefit from using.
Steiner also enables others to act, which is building trust with others to promote collaboration. He wants to create a team-like business where the customers can use Waste Management for lower costs, and Waste Management can use their consumers to raise their market share and profits. This helps create an environment where people can feel comfortable about their teamwork and how it benefits each other.
The last transformational practice that Steiner displays is encouraging the heart. This is when a leader rewards his followers, which are his employees in this situation, for their accomplishments. Steiner praises his workers for jobs well done when they gain more market share. He makes sure he verbally rewards his workers for their hard work and dedication while working through this new strategy of listening to the customers.
Overall, Steiner exhibits all of Kouzes and Posner’s fundamental practices of transformational leadership. Through his drive to change Waste Management’s current strategy, Steiner is on the right track to accomplishing his goal for his organization and customers. Do you guys believe that this leadership style will provide Waste Management with the “win-win” goal they are trying to achieve?
Posted by: Genise Logston