An open letter to Gibson Guitars...

I wrote this draft in 2017, sat on it for a while and revisited and revised it based on recent events...

Opportunity knocks -

*thoughts and opinions shared come from the author and do not represent any companies he may otherwise represent* This is a personal plea.

According to some sources, the Musical Instrument market is set for more growth! What an industry to be in. This means that more people will be buying either their first guitar (or their first set of tables, their first recording setup) or filling in their collections with more great gear. There is such a great opportunity in front of you.

No no, not the increased sales part, I'm sure you've got plans for that...

When I think of Gibson Brands/Guitars, I think of the Les Paul. I am a bass and guitar player, so I go old-school and think it is one of the most amazing things that has ever been done with a few pieces of wood, some metal and a bit of plastic. I think of all the greats who made amazing music that moved me on LP's of various shades from Duane Allman's burst to Zakk Wylde's bullseye and even to my twin brother's white LP custom. While not a 'guitar great' to many others, he was my first jam partner while I learned bass and taught me to play the basic chord shapes on guitar so that I could 'see' the chords and not have to ask what note the root was when playing with others. I still have that white Epiphone that I got in a trade with him (for a 'The Paul' that needed some love) and it still plays like butter! That is the musician Jon's perception/first thoughts of what 'Gibson' is.

Culture Evangelist Jon, who has the honor and pleasure of travelling around the world to share a great approach to organizational culture, customer service, change and so much more, has a darker view of Gibson. When looking at brand perceptions and looking at sources like glassdoor, there seems to be a lot of distance between the brand we (the musicians) think/hope you are and the brand you really are.

A 2009 blog post from glassdoor put you as the lowest rated company. The LOWEST. Not 'on the bottom 10 list'. 2009 was a tough year for MI, but it was tough for all MI companies... A similar list from Huffington Post in 2016 reveals 10 companies with 2.5 ratings on the glassdoor 5 point scale (and a 30% CEO approval at the lowest) as the worst companies to work for. Your rating is 2.2 (up from 1.9 under Henry J) and CEO approval is N/A (was at a solid 5% under the old regime).

1.9 out of 5 and a 5% CEO approval rating. Let that sink in for a moment.

It is easy to write Glassdoor off as 'a place for disgruntled employees to post their complaints', and I have heard that sentiment from leaders in many industries who are also in some sort of denial about the state of their brands, but if that were the case how would your competition, Fender Guitars , have a rating of 3.0 and 68% CEO approval (down from 3.6 and 91% at the time of my initial writing)? that hardly seems like every reviewer is just venting. Many provide overall positive feedback with some real ways management could look at things differently to make it a better place to work. Other, smaller guitar brands with far less data (fewer reviews, so not really comparable) even end up at 3.6 and 80% (Schecter) and 3.5 with 100% CEO approval (PRS). So we can be safe in saying it's not the just industry you are in. As a reference Wal-Mart corporate has a rating of 3.2 and 62% approval and #50 on the Best Places from glassdoor, Wegmans Food Markets, has a 4.1 and 91% CEO rating.

To the new CEO, I have a question. I am excited about the future of your brand, but how invested are you in your brand? Not just selling instruments and devices that help people create, but the name and perception of what 'Gibson' really means? I cannot imagine that a brand like yours in an industry like yours (I get it, you are technically a manufacturer) has to be so hard to work for and so fear-inducing to your team/family members as it was in recent years, but what are you going to do to ensure the environment is up to Gibson quality? I am familiar with the Gibson story, too, so I know that in the 1980's the company was 'rescued' by the Henry J - his words - and thank God for that. The world needs great guitars. Now, more than ever, though, the world needs great brands. We can get great guitars from many others. Can you 'Rescue' the brand before it fades away?

The solution has begun. Changing the guard was a great first step and the things you have done in the short time since you've taken control have been notable. You see, and it seems you know, command-and-control may drive (immediate) results for the short-term, but developing a brand that people WANT to work with (not for) and be a part of can ensure lasting growth and long-term success. As society shifts (whether you like it or not, they are your customers) towards being more aware of what the behind-the-scenes life at the brands they choose to do business with is really like, your customers are going to start choosing 'better' brands. Great products have gotten you so far, but it will take a much more intentional approach to becoming the best version of yourself to keep you there or move your needle into the future.

Then you set your sights on the competition. I haven't gotten to see the 'Play Authentic' video, but I've seen plenty of reactions to it and I've got to tell you, it doesn't seem like it is a move that is taking your brand FORWARD. Lawsuits based on copying guitar shapes are nothing new, but letting your new Brand guy post a video was a bold way to step up the game. No one wants to see the big guy (that's you) go after the little guy when the big guy has so much more they need to work on internally first. It makes your brand look petty.

The opportunity for you, one of the biggest names in music, is to look up. look up at the place you really need to be - and then start making your way up there. I'm sure a wise man or woman once said that the best part of being at the bottom is that there is nowhere else to go but UP, and I can't wait to see what you do for your brands future. I wish you nothing but success. I hope you can see that there is a better way. .