Leadership Unwrapped: Hervé Richert
Corporate strategist, Hervé Richert, shares the unique privileges and challenges of external leaders in family businesses.
Hervé Richert knows a thing or two about family businesses. This corporate lawyer by training has spent over 30 years working with prominent family-owned enterprises across Asia and Europe.
Richert’s journey began with what he describes as “an extraordinary time” at the world’s largest tyre company, the French family-owned Michelin Group. He designed and executed the Asian expansion strategy for the late Édouard Michelin, great-grandson to the company's co-founder. Richert worked closely with the then-CEO through strategy meetings, negotiations, and numerous high-profile official meetings. Yet, among his most memorable moments was after the signing of a landmark strategic partnership agreement with Apollo Tyres in India. Richert received a personal invitation to Mr. Michelin's hotel suite to meet his spouse, Cécile, for the very first time. In that moment, surrounded by the warmth and pride of the heart of Michelin, Richert truly felt the unique and special privilege of working within a family business.
At the Singaporean-Indonesian family enterprise, Giti Tire, Richert oversaw international operations and drove significant global growth, especially in the US. Leading the project to set up a factory there, he worked closely with co-founder Mrs. Liem, taking helicopter rides and traveling on SUVs across rugged terrain to survey sites.
In France, as CEO of Lohr Industrie, Richert re-engaged this French private company back on the path of profitable growth. Owner and founder, Robert Lohr, had just saved the company from bankruptcy following the 2008 crisis, and Richert had been brought in to take over. With his new executive team and within the first year of his tenure, Richert put the ailing automotive division back in the black, ramped-up major contracts and led the foundations for the sustainability of the company.
In India, Richert transformed Birla Tyres, part of the Birla conglomerate. He turned the unprofitable business around, demerged it from its parent company, and got it listed on the Indian stock exchange; he calls it “one of the most difficult tasks of my career.”
In the following conversation with The People at Work, Richert offers a personal account of how external leaders can thrive in the intricate dynamics of family enterprises. He shares some unique challenges faced with hands-on founders, discusses the crucial role of trust, and reveals a simple daily ritual with family leaders that can make all the difference.
“Despite being right in my views and in my position, I unintentionally offended the owner of the company. It took me months to restore trust.”
Q1. You’ve headed many family businesses across Asia and Europe, in Singapore, Indonesia, India, France, and Germany. How different or similar were these experiences, given the diverse cultural context?
They were all based on strong trust and as a result, I was granted a high level of authority. The personal relationship with the owner, once established, generates exceptional conditions for success when venturing into difficult and complex projects. Because there is trust, it is possible for the corporate leader to permanently look for the best interest of the company with no concern for internal politics.
Where the experiences are different is how the trust is being lived and implemented, which will be very different depending on the culture. In Europe, going straight to the point is perceived as a positive approach. In Asia, it may be more appropriate to be subtle when communicating on a sensitive point. Emotions and spirituality may also play a different role depending on the culture. In India, for example, spirituality may play a key role in how business must be conducted and teams managed. I had a temple just outside my office and we had many Puja celebrations with the entire executive team at the house of the owner.
Q2. In your experience, what are some key challenges unique to external leadership within a family business, and how did you navigate them?
Family businesses, especially those run by their owners, often have a strong 'culture of doing.' The owner remains involved, expecting the external leader to handle everything personally—from finding new customers to conducting negotiations and resolving issues on the spot. This can conflict with my culture of transformational leadership, which emphasises teamwork, open communication, empowerment, and clear delegation of authority. My role as an external leader is to bridge these cultural differences, preserving team dynamics while meeting owners’ expectations. This requires hard work, resilience, and the ability to stay calm and confident under all circumstances.
Another challenge unique to family businesses is the owner's personal set of Key Performance Indicators (KPIs). Despite efforts to establish a clear strategy and roadmap, the external leader's performance may often be measured against the owner’s own KPIs, which may differ from the agreed-upon metrics. It's essential to discuss and explain why different KPIs need to be applied. Initially, it may be important to accept some of the owner’s KPIs to avoid conflict and build trust. Ultimately, only positive business results will overcome this challenge.
Q3. In family businesses, decision-making often intersects with family dynamics. How do you navigate these unique aspects of corporate governance and culture to ensure both business objectives and familial relationships are maintained?
Make sure, at all times, to put family and business first!
Family first, because the foundation of the involvement of the external leader in a family business is the trust established with the owners. Hence, the preservation of the relationship must be an absolute priority. At all times.
And business first, because otherwise, in today’s highly competitive environment, there would be a high risk of jeopardising the long-term sustainability of the business. The external leader cannot compromise on corporate governance and must stay true to its leadership principles.
It is up to the external leader to manage these two priorities together and simultaneously. Always finding ways to communicate, explain, and convince when family dynamics seem to conflict with business objectives, put things into perspective, and take a long-term view.
Another practical approach is to remain flexible on the pace and the order in which initiatives get implemented. Keeping the big picture in mind and, when necessary and possible, accepting to slow down a bit or switching the order of certain initiatives, without compromising, of course, on key strategic priorities.
Q4. Trust is the backbone of any team, and setbacks can happen. How do you approach establishing trust and repairing trust after a misstep, and could you give us an example of how you would navigate this delicate situation?
Establishing trust doesn’t happen overnight. It takes time, one step at a time. I have applied core values which I have learned from my parents and followed all along my professional career: integrity, humility, and simplicity.
Integrity is the cornerstone of the approach.
It implies reliability, which is key to trust.
Humility is what allows you to navigate through different cultural environments and challenging situations. Listening, asking questions, and showing interest will take you a long way.
And finally, simplicity. Trust should not be complicated. It implies simplicity in the relationships, in the way you talk and communicate, in the way you explain, in the way you behave
Repairing trust is again not easy. I have found that applying my core values facilitates the process. Acknowledging the misstep, extending an honest apology helps. But sometimes the misstep isn’t the result of a wrong action of the external leader. Sometimes, the misstep is more due to the wrong perception by the owner. It has happened to me in India. Despite being right in my views and in my position, I unintentionally offended the owner of the company. It took me months to restore trust and I was finally able to turnaround the situation by inviting the owner to a Christmas lunch, together with my wife. The lighter atmosphere, the presence of my wife and the meaning of Christmas helped!
Q5. Share an instance where being an outsider brought a fresh perspective or advantage to the family business?
At Giti Tire, at the very start of my tenure, I was asked to design and engage a major transformation programme to enable the company to move from being mostly manufacturing-driven to become more market-oriented and customer-centric. It required not only a complete reset of the strategy but also a major reshuffle of the governance and general organisation of the company.
My colleagues, all family members, had tried before. Being a trusted outsider enabled me to convince the founders of the need for change. They agreed not only with the new strategy but also with the new way of running the business.
I remember one meeting in particular with the Founder’s wife. Her son-in-law and her nephew, both in senior positions in the company also attended the meeting. We were discussing the new governance , the set-up of an Executive Committee and the need to hold regular monthly meetings. She asked whether she and her husband would have to attend every meeting. I told her ‘Yes’ and if not, there was no need to even try to start the transformation journey. She agreed, took out her agenda and fixed the date for the first meeting of the newly created ExCo. We embarked on the journey. Revenue and financial results grew dramatically. And within a few years, Giti Tire entered the Top 10 Ranking of Global Tyre Manufacturers.
Q6. What is your advice for those considering a role or already in the role of an external leader in a family business?
Make sure you know yourself. Stay honest with yourself. Don’t compromise on core personal values. Stay calm under any circumstance. Celebrate successes. Prepare to accept setbacks. Preserve your private life, family, friends. Practise sports, listen to music or go to the theatre. And read the book of Chin-Ning Chu to “Discover the Hidden Power of Giving In."