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Crocs takes the right steps

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in Best-Practices Leadership,Leaders & Managers

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)

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