John McCarvel, 56, is president and chief executive of Crocs, a global apparel and accessories company that began as a shoemaker. He joined Crocs in 2005 and ran its Asia/Pacific business before becoming CEO in 2010. The Colorado-based company, which has evolved from a “one-shoe wonder” into a thriving global lifestyle brand, has about 5,000 employees.
EL: Crocs has grown quickly in recent years. Why?
McCarvel: We’ve become an $850 million global business by putting our customers first. Everyone here knows that customers are the most important part of the business.
EL: Many companies say they’re customer-centric. How do you follow through?
McCarvel: We created a mission statement and a culture that revolves around the customer. The executive team shows how we live the culture in staff meetings.
EL: But how can you tell if employees buy into the mission?
McCarvel: In 2010, we put our mission in writing along with our creed...(register to read more)