"When Jack Welch died on March 1, 2020, tributes poured in
for the longtime chief executive of General Electric, whom many revered as the
greatest chief executive of all time.
David Zaslav, the C.E.O. of Warner Bros. Discovery and a
Welch disciple, remembered him as an almost godlike figure. “Jack set the path.
He saw the whole world. He was above the whole world,” Mr. Zaslav said. “What
he created at G.E. became the way companies now operate.”
Mr. Zaslav’s words were meant as unequivocal praise. During
Mr. Welch’s two decades in power — from 1981 to 2001 — he turned G.E. into the
most valuable company in the world, groomed a flock of protégés who went on to
run major companies of their own, and set the standard by which other C.E.O.s
were measured.
Yet a closer examination of the Welch legacy reveals that he
was not simply the “Manager of the Century,” as Fortune magazine crowned him
upon his retirement.
Rather, he exerted a powerful and lasting influence on
American business, informing how workers are treated, how shareholders are
rewarded and how C.E.O.s comport themselves in an increasingly divisive age.
When Donald J. Trump is elected president, when Jeff Bezos
argues about inflation with the White House, when Elon Musk negotiates his $44
billion deal to buy Twitter by using the poop emoji — this is the world that
Jack Welch helped create.
For the past several years, I have written the Corner Office
column for The Times, speaking with hundreds of executives about their careers
and approaches to leadership. And time after time, Mr. Welch’s name kept coming
up. Some wanted to model themselves after him, while others sought to define
themselves in opposition to all he stood for.
Either way, it was clear that Mr. Welch still looms over the
corporate world, living rent-free in the minds of C.E.O.s around the globe.
And in more than 100 conversations for “The Man Who Broke
Capitalism,” my new book, from which this article is adapted, a broad range of
people said some version of the same thing: While it has been more than two
decades since Mr. Welch was C.E.O. of G.E., his legacy still affects millions
of American households.
Almost immediately after Mr. Welch retired in September 2001
with a $417 million severance package, G.E. went into a tailspin from which it
would never recover.
His pupils, though, went on to run dozens of other major
companies, including Home Depot, Albertson’s, Chrysler and Boeing. Most of them
failed.
And in the decades since Mr. Welch assumed power, the
economy at large has come to resemble his skewed priorities. Wages stagnated
and jobs moved overseas. C.E.O. pay went stratospheric and buybacks and
dividends boomed. Factories closed and companies found ways to pay fewer taxes.
Beyond his enduring influence on the economy, Mr. Welch also
redefined what it meant to be a boss, personifying an aggressive, materialistic
style of management that endures to this day.
“Jack was the rock star C.E.O. of my era,” said Lynn
Forester de Rothschild, one of the rare female media moguls of the 1980s. “We
all thought Jack was doing everything right and that success was defined by
meeting quarterly earnings to the penny.”
In retirement, Mr. Welch continued to hold sway over the
business world as an elder statesman, penning books and columns, and appearing
on cable news to praise the executives he had groomed and continue his assault
on taxation and regulation.
Mr. Welch also pursued an unexpected retirement pastime: He
became an internet troll. His old friend Donald J. Trump seemed to lead the way
on many conspiracy theories that Mr. Welch embraced. But by 2012, Mr. Welch was
picking fights of his own with his online adversaries, trying to own the libs
on Twitter and promulgating conspiracy theories about the Obama administration.
It was a career defined by a ruthless devotion to maximizing
short-term profits at any cost, and punctuated by a foray into misinformation.
And it opened the door to an era where billionaire C.E.O.s are endowed with
vast power and near total impunity.
G.E., too, is still reckoning with Mr. Welch’s legacy. For
two decades after he retired, a succession of C.E.O.s tried and failed to
return the company to its former glory. Then last year, G.E. management
admitted defeat and made an announcement — the company would be broken up for
good.
‘Neutron Jack’
G.E. was worth $14 billion when Mr. Welch became C.E.O.,
just months after Ronald Reagan took office. Not long before Mr. Welch retired,
just days before Sept. 11, 2001, the company was worth $600 billion, the most
valuable company on Earth.
But the ways in which Mr. Welch created so much shareholder
value often did more harm than good.
He was a compulsive dealmaker, fueling G.E.’s growth with a
relentless series of mergers and acquisitions that took G.E. far from its
industrial roots and set in motion a wave of corporate consolidation that would
reduce competition in industries as diverse as airlines and media.
He closed factories and fired employees by the tens of
thousands, unleashing a series of mass layoffs that destabilized the American
working class. He devised systems like “stack ranking,” which mandated that the
bottom 10 percent of workers be fired each year, and took root at other
companies. And he embraced offshoring and outsourcing, sending labor overseas
and turning to other companies to provide back-office functions like accounting
and printing.
It was enough to earn him the nickname he hated but could
never shake: “Neutron Jack,” a reference to the neutron bomb, which purportedly
kills people while leaving buildings intact.
But more than the downsizing or the dealmaking, it was Mr.
Welch’s obsession with finance that allowed him to steadily inflate G.E.’s
valuation in the public markets.
G.E. was an industrial company when he took over — making
most of its money selling appliances, light bulbs, power turbines and jet
engines. By the time he retired, the company derived much of its profit from GE
Capital, which was essentially a giant unregulated bank. Mr. Welch called it
“the blob” — it was an amorphous, ever-changing collection of financial assets,
capable of delivering whatever adjustments were most advantageous to the parent
company in a moment’s notice.
The finance division became G.E.’s center of gravity,
ultimately accounting for 40 percent of its revenue and 60 percent of its
profit. With so much money coursing through the finance division, Mr. Welch
used it to his advantage, shifting zeros throughout a sprawling international
web of subsidiaries, and extracting whatever he needed to meet or beat
analysts’ estimates for nearly 80 quarters in a row, an unprecedented run. It
was what one influential analyst called “earnings on demand.”
Mr. Welch denied that GE Capital was employed as a tool to
keep the company’s stock price rising. “We managed businesses — not earnings,”
he once said. But his own deputies told a different story, acknowledging that
the finance division was used to keep the stock price ticking up.
“There was very
little transparency,” said Beth Comstock, a longtime G.E. marketing executive.
“G.E. had a financial army that was able to close the quarter the way we’d said
we would.”
Mr. Welch was never called to account for this questionable
financial engineering while he was C.E.O. But in 2009, G.E. announced that it
had settled sweeping accounting fraud charges with the Securities and Exchange
Commission that pointed to decades of impropriety.
G.E. had been overstating profits in a bid to jack up its
share price in the years after Mr. Welch retired, using myriad well-honed
tactics to fudge the numbers, the S.E.C. said.
“G.E. bent the accounting rules beyond the breaking point,”
remarked Robert Khuzami, director of the S.E.C.’s enforcement division at the
time.
This wasn’t a one-off anomaly, as the S.E.C. made clear.
Distorting earnings was a well established practice inside the company. In its
complaint, the S.E.C. took pains to note that G.E. met or beat analyst
expectations every quarter from 1995 through 2004.
The implication was unmistakable: When Mr. Welch was at the
height of his powers, the same sort of deceptive tactics were being employed.
‘They had the G.E. tool kit’
The roaring success Mr. Welch found at G.E. inspired
countless imitators, as an entire generation of managers sought to emulate his
techniques, his growth strategies and his values. And in G.E., Mr. Welch had
the perfect apparatus to disseminate his ideology.
For the better part of a century, G.E. was the most
influential company in the country when it came to organizational design and
executive development.
Charles Coffin, who took over G.E. in 1892, was known as the
“father of professional management.” An influential Harvard Business School
case study chronicled how G.E. became “a bellwether” for American business
operations. In refining its own internal processes and training methods over
the decades, the study argued, “G.E. found itself at the leading edge of
management practice.”
G.E. was the corporation other C.E.O.s looked to for
guidance on how they ought to run their own companies, and the place where
headhunters went to find talent. “When a company needs a loan, it goes to a
bank,” Fortune magazine once wrote. “When a company needs a C.E.O., it goes to
General Electric, which mints business leaders the way West Point mints generals.”
G.E. even had its own elite training ground for
up-and-coming stars, a retreat where white collar gladiators could hone their
skills. Known as Crotonville, the campus was spread across 52 acres in the
bucolic village of Croton-on-Hudson, just north of New York City and not far
from West Point.
The center was the first of its kind, and it would inspire
other corporations, including IBM, Hitachi, and Boeing, to create similar
centers. It served as an in-house business school for the dozens of G.E. executives
who studied Mr. Welch’s playbook and went on to manage other companies,
including 3M, Equifax, Medtronic, Nielsen, Rubbermaid and more.
For a time in the early 2000s, five of the top 30 companies
in the Dow Jones industrial average were run by men who had worked for Mr.
Welch. “That’s why they got hired,” said William Conaty, G.E.’s longtime chief
of human resources. “Because they had the playbook. They had the G.E. tool kit.
And boards back then thought that was the answer.”
‘A maniacal attachment to results’
The Welch protégés who struck out on their own rarely fared
well. At Home Depot, Albertson’s, Conseco, Stanley Works and many other
companies, the same story seemed to repeat itself ad infinitum.
A G.E. executive was named C.E.O. of another company. News
of the appointment sent the stock of that company soaring. The incoming leaders
were lavished with riches when they took their new jobs, signing
multimillion-dollar contracts that ensured them a gilded retirement, no matter
how well they performed. A period of job cuts usually ensued, and profits
sometimes rose for a few quarters, or even a few years. But inevitably, morale
cratered, the business wobbled, the stock price sank and the Welch disciple was
sent packing.
“A lot of G.E. leaders were thought to be business
geniuses,” said Bill George, the former C.E.O. of Medtronic. “But they were
just cost cutters. And you can’t cost cut your way to prosperity.”
More than any company besides G.E., it was Boeing that was
most directly shaped by Mr. Welch.
Over the past 25 years, a succession of men who worked for
Mr. Welch refashioned the airplane maker’s culture to resemble G.E.’s,
transforming a company that once made a priority of aeronautical engineering
into one that thrived on financial engineering.
The first was Harry Stonecipher, who joined Boeing in a 1997
merger. He moved the company headquarters to Chicago from Seattle to chase tax
breaks, took a tough line with the labor unions and pushed the company to cut
costs.
“When people say I changed the culture of Boeing, that was
the intent, so it’s run like a business rather than a great engineering firm,”
Mr. Stonecipher said in 2004. “It is a great engineering firm, but people
invest in a company because they want to make money.”
Next came Jim McNerney, a Welch lieutenant who was named
C.E.O. of Boeing after Mr. Stonecipher was fired for having an affair with a
subordinate.
Mr. McNerney moved operations to states with weak labor
laws, embraced outsourcing, and in 2011 made the fateful decision to redesign
the 737 — a plane introduced in the 1960s — once more, rather than lose out on
a crucial order with American Airlines. That decision set in motion the flawed
development of the 737 Max, which crashed twice in five months, killing 346
people. And while a number of factors contributed to those tragedies, they were
ultimately the product of a corporate culture that cut corners in pursuit of
short-term financial gains.
Even today Boeing is run by a Welch disciple. Dave Calhoun,
the current C.E.O., was a dark horse candidate to succeed Mr. Welch in 2001,
and he was on the Boeing board during the rollout of the Max and the botched
response to the crashes.
When Mr. Calhoun took over the company in 2020, he set up
his office not in Seattle (Boeing’s spiritual home) or Chicago (its official
headquarters), but outside St. Louis at the Boeing Leadership Center, an
internal training center explicitly built in the image of Crotonville. He said
he hoped to channel Mr. Welch, whom he called his “forever mentor.”
‘Mass neurosis’
The “Manager of the Century” was unbowed in retirement,
barreling through the twilight of his life with the same bombast that defined
his tenure as C.E.O.
He refashioned himself as a management guru and created a
$50,000 online M.B.A. in an effort to instill his tough-nosed tactics in a new
generation of business leaders. (The school boasts that “more than two out of
three students receive a raise or promotion while enrolled.”) He cheered on the
political rise of Mr. Trump, then advised him when he won the White House.
In his waning days, Mr. Welch emerged as a trafficker of
conspiracy theories. He called climate change “mass neurosis” and “the attack
on capitalism that socialism couldn’t bring.” He called for President Trump to
appoint Rudy Giuliani attorney general and investigate his political enemies.
The most telling example of Mr. Welch’s foray into political
commentary, and the beliefs it revealed, came in 2012. That’s when he took to
Twitter and accused the Obama administration of fabricating the monthly jobs
report numbers for political gain. The accusation was rich with irony. After
decades during which G.E. massaged its own earnings reports, Mr. Welch was
effectively accusing the White House of doing the same thing.
While Mr. Welch’s claim was baseless, conservative pundits
picked up on the conspiracy theory and amplified it on cable news and Twitter.
Even Mr. Trump, then merely a reality television star, joined the chorus,
calling Mr. Welch’s bogus accusation “100 percent correct” and accusing the
Obama administration of “monkeying around” with the numbers. It was one of the
first lies to go viral on social media, and it had come from one of the most
revered figures in the history of business.
When Mr. Welch died, few of his eulogists paused to consider
the entirety of his legacy. They didn’t dwell on the downsizing, the
manipulated earnings, the Twitter antics.
And there was no consideration of the ways in which the
economy had been shaped by Mr. Welch over the previous 40 years, creating a
world where manufacturing jobs have evaporated as C.E.O. pay soars, where
buybacks and dividends are plentiful as corporate tax rates plunge.
By glossing over this reality, his allies helped perpetuate
the myth of his sainthood, adding their own spin on one of the most enduring
bits of disinformation of all: the notion that Jack Welch was the greatest
C.E.O. of all time.”
https://www.nytimes.com/2022/05/21/business/jack-welch-ge-ceo-behavior.html?action=click&module=Well&pgtype=Homepage§ion=Business