Robert Orr: Chairman Ocean Nutrition Canada

Michael (MD): What did you do to move to a leadership role?

Robert Orr (RO) As I was going through school I never thought of leadership. Once I graduated, I took time to travel the world for a few years and spent every penny I had. When I returned, I needed a job. During my high school years I had worked in a supermarket so I went back to them. They gave me a job where I started out stacking cans and working the midnight shift. I just focused on doing my job well. It was a busy time for the stores and as the manager liked my work, he asked if I would take leadership of the Sunday night-crew. The change gave me Friday nights off - which sounded great - so I took it. After about four months, I was asked to take over leading all of the crews. At that point, two things happened that changed my direction and moved me to think about leadership...

The first one I still remember to this day. The delivery trucks were four hours late and I decided to have the crew do everything else including taking lunch and breaks while we waited and then when the trucks finally arrived we moved about eight hours of work in four hours. However, when the store manager came in we were still cleaning up boxes. Without asking why everything was not tidied yet, the manager started yelling about the mess. In my mind, I just knew there had to be a better way to lead people and manage work than that.

The organization around this time had also started a new management assessment and training program. The Human Resources people visited the stores promoting the program and spoke with me about it. Without thinking, I signed up for the managerial assessment program. I remembered the manager yelling and knew there was a better way. I scored high on the assessment, was placed in the management training program and in short order became the youngest store manager in the company and then a regional manager before I was 30 years old.

So, looking back, it wasn't by design but rather a combination of the company assessing managerial potential, the hard work and skills I was seen applying to my role, and my wanting to find a better way to do things. A way that got quality results and also respected the people doing the work.

(MD): What is one thing that developing professionals need to do more of?

(MD): What about doing less of?

(RO): I am not sure all developing professionals are prepared to make the personal commitment needed to be leaders. I really encourage young people to bring the energy and commitment to continued personal learning and development. I strongly believe the focus can often go to the wrong place - "what will I get?" - as opposed to being focused on “what value can I create?”  or “what can I contribute?”. There is too much focus on the expectations of the results rather than the work that is needed to get there. An old saying comes to mind, "you don't get heat from the fire without putting the logs in." Without commitment and desire, you just will not get the results you want.

(MD): What experience helped you the most in your career and why?

(RO): Actually, it was another negative experience that stands out for me. The poor management that I observed  in my early work experience was a catalyst for me to launch my thinking about leadership. I believe that “when the student is ready, the teacher will appear.” So, when you are working hard and doing everything you can to make a difference, the opportunity will be there. When I was in my early career years, I applied for a promotion and was not successful. I was unhappy about being turned down but my boss at the time said to be patient. He went on to tell me that although there will be setbacks you need to stay committed and not get disgruntled - just keep improving and getting better and the right opportunity will arise at the right time. I learned to temper my impatience by not becoming negative about situations, kept working hard and produced even better results. Got the next big promotion which was actually better than the one I didn’t get. Opportunity definitely follows hard work and preparation.

A further experience that made a big difference for me happened when I became a store manager at 24 years old. I had five direct reports who were in their 40s and I wondered how I would effectively communicate and lead these guys. I was concerned about this which led me to enroll in a number of human resources programs to equip myself to be more effective. It definitely worked for me. I really believe that when you are faced with challenges you find ways to learn what you need and then apply it to your work. Same thing when I started Ocean Nutrition. I knew nothing about Omega 3 Fatty Acids or Lipids. I got books on the subject and would stay up till 3am reading and learning enough to understand the basics and to communicate effectively with R&D and operations staff and our customers.

(MD): What was the greatest challenge moving your career forward?

(RO): I always felt that working harder and harder was the answer. This route often ended up with me doing things I should have delegated to others. One day a clerk asked (very nicely), "should you really be doing this?", and it really hit me. I realized that just working harder wasn't enough - being a leader was more about trying to engage people and helping other people to develop. You really have to try as a leader to enroll people in the opportunity of the work in front of them and also let them have it. But it is a balance and you need to keep your ego in check. Young people can get enraptured by the title or position and that is not what leadership is about. Leadership is about the ability to cause something to happen through other people and honing the skills to support the people around you to produce a significant result.

(MD): What is the greatest strength of your approach to leadership?

(RO): The perfect leader doesn't exist - reading one book will not provide the answer. There is no “one right way” to lead. You have to learn to be aware of who you are, take concepts and put them in play in your own way and be as authentic as possible. The first experience is to "know yourself". I have been fortunate to be around great people who have all provided great learning experiences for me. In taking what I learned from each of those individuals and putting it is terms of my own strengths and skills, I have been able to continue to grow but always be authentic.

As well, what has always worked for me is looking for how I could create value in a situation. I have always looked for what is needed or wanted, what will create success, and then dedicate myself to doing the best work I can in my job. If you want to be offered something more, do your own job to the greatest of your ability and build your value and you will be noticed.

(MD): What has been the biggest surprise you have had since attaining a senior leadership role?

(RO): What surprises me the most is how few people really want to lead. Many leaders have simply evolved to the position. I think everyone wants to make a difference but very few actually want to take the responsibility of leadership. Further to that, I am also surprised by how few people are truly committed to doing things with excellence. To be the best that you can be at what you do (even if it is stacking cans in a grocery store), you have to want to be the best at it - you just have to. I wonder at times if that desire and commitment has been socialized out of us as I am not sure we still have that commitment to excellence that we need. If everyone did, you would have incredible organizations.

(MD)What is the greatest benefit to you in attaining a senior leadership role?

(RO): The greatest benefit in leading is the ability to work side-by-side with truly great people that work together. Taking an idea on a piece of paper and working with a team to turn it into a multi-million dollar business employing several hundred people – that’s fun and a real privilege  What a tremendous opportunity that has been to experience - to do challenging and meaningful work. My family immigrated to Canada with nothing and now to live in Nova Scotia with a great family and the lifestyle that I have - is truly amazing! - It all came from my parents wanting to create the opportunity for their children to find work with meaning and us in turn being committed to making a difference. What else can you ask for?

(MD): What is the next achievement you want in your leadership career?

(RO): My focus is on how to make the best contribution in my new role as Chairman. This will call for leadership in different areas for me and I am looking forward to seeing ways I can make a difference. It is always an evolution - I may not be sure what the future will look like in five years but I will look for projects to apply and build my skills; to create value and to make a difference. My advice for developing leaders is that although you may have your own goals and objectives, it really comes down to more than that - being a part of the right group of people to work together on something bigger than your own personal objectives and that is where you really win.

Think about where you are now in your career and what you can take from Robert's observations. We would love to hear your comments about what are your key takeaways from our conversation with Robert.

Tell us your progress – we want you to succeed.

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Robert’s success as a leader has been built on his incredible passion and integrity to create value and make a difference which is clear in the success of Ocean Nutrition Canada.

You can find out more about the Ocean Nutrition Canada at www.ocean-nutrition.com.

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