Leading a culture transformation

Having the courage to create a vision and take full accountability


Practitioner Presentation
Wednesday, Nov. 6 Location Code
2:15pm-3:15pm Regency Ballroom B, West Tower, Ballroom Level WS/30



An insider view of a cultural transformation journey from one of the transformation leaders on a team that started with a “broken” business and created an 2018 AME Excellence Award winner.


Hear how this journey starts with an environment of no hope, and continues through the thoughts and actions of the leaders that had a vision and commitment to change the culture and business performance. Gain insights into the significant challenges that were faced, the vision, mindset that went into driving the change, case for change, maturity assessment of the culture, key processes that were initiated, business results and a clear view of the new culture. Learn about the three common characteristics of each of the four cultural transformations at Goodyear. These three characteristics would be common for all cultural transformations. Discover the key points of a 5-year journey.


The Goodyear Tire & Rubber Company is an American multinational tire manufacturing company founded in 1898 by Frank Seiberling and based in Akron, Ohio. Goodyear manufactures tires for automobiles, commercial trucks, light trucks, motorcycles, SUVs, race cars, airplanes, farm equipment and heavy earth-mover machinery. It also produced bicycle tires from its founding until 1976. Goodyear is one of the top four tire manufacturers. Today it is one of the most recognizable advertising icons in America. www.goodyear.com

Presenter: David Coleman

David Coleman is finance business partner and CI manager at Goodyear. After starting in big 8 accounting, he gained experience in electronics, computer, automotive and textile industries. His diverse past leadership includes positions of CFO, director of operations and director of strategic planning. As director of operations over three plants located in North Carolina, Canada and Singapore, Coleman transformed a plant that was being considered for shut down to one of the most profitable plants in the company and is a recipient of the company’s Starship award for demonstrating lean manufacturing principles and world class safety performance. He has most recently been on a 4-year transformation journey that turned a “broken plant” into an AME Excellence Award recipient.