I just got done with an inspiring Leadership Open Space virtual conference with my colleagues at Nordstrom. One of the topics that came up is How do we continue or transfer the Nordstrom culture to a new working environment post-pandemic?
Nordstrom has a culture that in my view is heavily influenced by two principles. First, if you know or have read anything about Nordstrom culture and certainly if you are one of our loyal customers, you know that Nordstrom culture starts with how we treat our customers in the store. Our store employees are truly customer obsessed. The second principle is that as large as Nordstrom is, it is still a family business. The Nordstroms sit on the board, are key stockholders, and hold chief officer roles. More than that, though, they have a genuine care for us as employees just as when their great-grandfather began the store. My first meeting as a Nordstrom manager was with all the other engineering managers, over 200 of us, in a ballroom in the Four Seasons in Seattle overlooking the sound. Blake Nordstrom reminisced about how that meeting had been previously held as a barbecue at his home and lamented a bit that it couldn't still be that way. (The Four Seasons doesn't suck, though.)
Like other corporations, Nordstrom is beginning to think about what the workplace will look like post-pandemic. I believe it is certain to say that we are not all going back to our prairie dog villages of cubicles in big office buildings. As a manager, I am looking to fill open developer positions and am not just looking local to Denver here. I already support contractors in every timezone in the U.S. not to mention in India, and don't see a reason to change that. My belief is that many companies will adopt some sort of hybrid solution with employees "hot desking" (a number of employees co-sharing a group of desks) and making use of conference rooms for meetings where collaboration is especially effective, but otherwise working remotely.
Like I said, Nordstrom has a very specific culture. A culture unlike other places I've worked. With our group being in Denver and Nordstrom HQ in Seattle, we used to have engineers go out to Seattle almost expressly so they could get a better sense of what the Nordstrom corporate culture is. Now that kind of travel is no more, and likely won't be again. Plus with even many in Seattle contemplating working remotely and with us finding tech talent in other areas of the country, the question put forward today was, how do we continue that culture in the future? We had a breakout session on this topic, and after 45 minutes the surprising answer I think we came to is "We don't." We don't continue this same culture; we evolve it. We keep what is good, we throw out what just won't work anymore, and we evolve the rest to fit our new environment.
I sort of joked with my Seattle counterparts that part of the Nordstrom culture, being an outsider from a corporate perspective, is wandering around downtown Seattle trying to figure out in which building you are supposed to be meeting someone. The buildings are One, 805, 864, and 865. One is easy: That's the flagship store and there are offices above that. 805, 864, and 865 are not addresses. Those are "store numbers" as well. You would think that at the very least 864 would be next to 865, but you would be wrong! 865 is next to 805, and 804 is a good fifteen minute walk away. (Twenty if you are going in the other direction because it is uphill!) I mean, how are we ever going to replicate that sense of frustration that every Nordstrom employee must have realizing they are in the wrong building for a meeting starting NOW?!
I think we go back to the essence and the principles that made Blake wish he could invite us all back to his place. We start with being customer obsessed. As internal service providers and as people managers we recognize that being customer obsessed means being obsessed with making sure that our store employees can do their very best job and that our digital storefront performs its very best. Then we continue to treat each other as family as we've tried to manage staying close to our own families through this time. We get creative in including them even when we can't all be together. We take time out to check in on each other. We recognize that sometimes we are just going to have some bad days, and that is okay.
There WILL be a new environment coming whether it is this summer or fall and we need to evolve with that changing environment.
