How does an outsider step into leading a company that has only had two previous CEOs over its half-century existence?
For Dan Gertsacov, who became CEO of Big Green Egg last summer—the barbecue company renowned for its devoted following and signature green ceramic kamado-style grills—the answer is straightforward: “Seek first to understand, then be understood.”
Gertsacov adopted this mantra from author Stephen Covey, spending his initial months speaking extensively with people across the company, asking them the same five questions to gain deep insights about the business and shape its future direction.
“I interviewed eighty-six individuals and asked every one of those people the same five questions over a four-month period,” Gertsacov explained.
He borrowed these questions from his former Harvard business professor, Michael D. Watkins, who published them in his influential book, “The First 90 Days: Proven Strategies for Getting Up to Speed Faster and Smarter.” Those questions are:
- “What is the company’s biggest challenge?”
- “Why is that the biggest challenge?”
- “What are the untapped opportunities for our company?”
- “How would you approach those opportunities?”
- “If we were to switch places—if you were in my shoes—what would you focus on?”
After conducting his extensive interviews, Gertsacov distilled his findings into a concise one-pager, summarizing key insights and charting the strategic direction under his leadership. His primary message emphasized growth, cultivating a mission-driven team, and continual innovation.
This innovation intrigued me, especially since Gertsacov previously built his career at tech giants like Google and assisted global brands like McDonald’s with digital transformation. Now, he leads a company distinctly known for its traditional, low-tech ceramic grills—products that, apart from their iconic green color, would fit comfortably into culinary history a century or more ago.
Yet, according to Gertsacov, innovation at Big Green Egg must respect and leverage its greatest strength: the passionate and loyal community of users that has driven the company’s success for decades.
“Big Green Egg has grown through word of mouth and the community,” said Gertsacov. “Preserve the core and stimulate progress.”
So, what does meaningful innovation look like for a company whose products have remained relatively unchanged since founder Ed Fisher began selling them in the early ’70s to supplement his pachinko import business? Gertsacov believes innovation lies in solving practical consumer problems—specifically, making food preparation easier—without unnecessary complications like digital connectivity.
“Rather than adding digital connectivity for its own sake, [we’re] focused on customer experience enhancements—such as enabling the grills to reach cooking temperatures more quickly—without compromising the integrity of the grilling experience,” he explained.
Improving how quickly the grills heat up directly benefits users by fitting the Big Green Egg seamlessly into more everyday cooking occasions. Gertsacov believes that simplifying the user experience will sustain and amplify the powerful word-of-mouth marketing that has always propelled Big Green Egg’s growth.
“We need to make it less intimidating and lower the barriers so it feels more accessible,” Gertsacov said. “We need to make the tent of Big Green Egg bigger to fit more folks, all while preserving the core beliefs of the community already inside.”
You can listen to our full conversation below or find it on Apple Podcasts or Spotify.
