A Powerful Belief in Human Potential
A profound belief in human potential has always driven Rick Goings in his decades-long impact as a direct selling executive. His leadership philosophy is centered on creating an environment where people can thrive and become the best versions of themselves. Combining that approach with a core focus on creating and understanding culture and his efforts that shifted attitudes in social responsibility, his lasting global influence has more than earned him the prestigious DSN Lifetime Achievement Award.
Rick’s leadership and impact on others is a hallmark of his life, beginning with his service in the US Navy. He was inspired by the strong and confident leaders he encountered, emulating those examples throughout his life. After the Navy, Rick founded a direct sales company selling home fire alarms that turned into a franchise business. He eventually sold his interest in the company and joined Avon in the mid 1980s.
There are certain qualities Rick has always looked for in people—things he says that cannot be measured cognitively: leadership, self-discipline, persistence, courage, resilience, enthusiasm, reliability, empathy, civic mindedness, endurance and resourcefulness. He believes the key is to help people determine which qualities they have and which ones they want to attain. “They can leverage the ones they have and work on the others.”
Revitalizing Avon International Markets
Rick’s ability to adapt to the world’s diverse cultures showcased a keen understanding of the human element in business. “Whether in the US, Europe, Asia, Latin America or other global markets, he championed cultural sensitivity, recognizing that success hinged on respecting and embracing societal nuances. In many ways he was ahead of his time, successfully tapping into the forces that drive people to fulfill their potential.
Rick remembers entering the German market that had been flatlined for 10 years. His core goal was to understand and revitalize the culture. “That’s not because they didn’t have talented people, but they had kind of given up hope. I had discovered that the people weren’t lazy—they just weren’t inspired. We had to figure out the best ways to inspire.”
He sketched out an idea for a morale campaign on a napkin focused on energizing hope for the future and understanding the cultural pride of tradition. The “Bright Future” campaign painted a promising vision of the future and gave people a goal to pursue.
“Within six months it went from double-digits down to strong double-digits up, because of the good things that were there: the brand and the people on the ground who were just looking for leadership,” Rick remembered. From Germany, Rick went to Hong Kong as a Group President to develop a leadership team for Asia-Pacific. A year later he was promoted to President of Avon, US and Canada.
Empowering Women at Tupperware
In 1992, Rick joined Tupperware Worldwide as President and quickly implemented his international experience to overseas markets. He is credited for bringing back the company’s popularity and reputation, and in less than five years, the vast majority of its then $2 billion revenues came from outside the US. Rick rapidly rose to Chairman and CEO of Tupperware Brands where he led the company for over two decades, becoming one of the longest serving public company CEOs ever.
Under his leadership Tupperware Brands received numerous awards and recognitions including Fortune’s World’s Most Admired Companies for eight consecutive years, Forbes America’s Most JUST Companies, Barron’s Most Sustainable Companies and Forbes America’s Best Employers.
He was one of the first leaders to recognize that the biggest difference between men and women having a competitive advantage is access to opportunity. He actively advocated for women and challenged gender biases globally, helping to reshape societal attitudes regarding women’s roles. He was a Champion for the United Nations HeForShe initiative and a member of the UN Women’s Leadership Advisory Council. “Leveraging the power of women became a passion of mine,” Rick explained.
He recalled the findings of a Global Fairness Initiative study regarding the effects on women when involved in Tupperware. It found that women with access to technology in their Tupperware businesses were connecting with and helping other women. As their success blossomed their confidence grew, their attitudes shifted from “I’m not good enough” to “I am good enough” and even to “I am a leader!”
After 26 years with Tupperware, Rick retired in 2018. He is very proud that he and his outstanding global team created a wonderful working environment and culture for the salesforce of 3+ million and that the company grew to a $4 billion market cap under his leadership.
Leaving a Global Legacy
Rick’s involvement with the World Economic Forum, plus humanitarian organizations such as the United Nations and the Boys & Girls Clubs of America, helped shift global perceptions on socioeconomic opportunity and impact. He championed a shift from shareholder to stakeholder value and participated in discussions at the Vatican, urging a broader perspective that considers the health of the planet, communities and consumers. This advocacy helped lay the groundwork for a new era in business leadership.
His global accomplishments have been recognized by many. He was awarded the distinguished decree of “Chevalier (Knight) de la Légion d’honneur,” the highest French order of merit, both military and civil; the prestigious Marco Polo Award bestowed by the People’s Republic of China; the Boys & Girls Clubs of America’s Herbert Hoover Humanitarian Award; CEO of the Year by the Holmes Group; and The Sewall-Belmont House in Washington, DC bestowed their Voice for Women Award for his exemplary commitment to women’s economic empowerment.
Rick served two terms as Chairman of the Board of Governors of the Boys & Girls Clubs of America and is currently Chairman of the Board of Trustees of Rollins College; a member of the Advisory Board of the Global Peter Drucker Forum; a 20-year member of Yale’s Chief Executive Leadership Institute; and is a member of The Economic Club of Washington, DC.
As he reflects on what he’s given to the direct sales industry and how he wants to be remembered, Rick gravitates to the importance of helping people, especially shifting their mindset on what is possible and providing the atmosphere for people to fully realize their potential. He has applied that mindset throughout his illustrious career. “Creating an operating landscape where people can fully invest in themselves—I view that as a responsibility and an opportunity.”
“I cared about representing the right kinds of products and services—standards matter. But the real common denominator is the belief in human potential. Being a force for good, changing people’s attitudes from what their life is to what it could be. My career has been about planning that basic mindset and doing my best to create repeater stations of individuals who feel the same way.”
After retiring from Tupperware, Rick and his wife Susan Porcaro Goings founded the World Federation of Youth Clubs in 2019. It currently operates in 45 countries, with more than 3,600 clubs serving 400,000 youth, providing programs, personal and leadership development and family and community engagement.
DSN is proud to bestow the Lifetime Achievement Award to Rick Goings for his belief in the channel; his dedication to empowering others; and his vision for maximizing potential.
From the June 2024 issue of Direct Selling News magazine.
