Profiles in Leadership - UW-Milwaukee

Cover Story
Profi les in Leadership
Leadership & Innovation
Innovation is not just a buzz word at
Rockwell Automation. “It’s some thing
we need to do to remain a globally
competitive business,” said the company’s
Chairman and CEO, Keith Nosbusch.
Rockwell Automation is a global leader in
industrial automation power, control, and
information solutions with its world
head quarters in Milwaukee. One of
Wisconsin’s largest companies, Rockwell
employs about 21,000 people worldwide,
serves customers in more than 80
countries, and boasts annual sales in
excess of $5 billion.
Nosbusch noted that today’s Rockwell
Automation has evolved from a
historically engineering-based business
into a global technology growth company
focused on meeting its customers’
business needs.
“Our business model is based on
intellectual capital, the core of which is
people,” he said. “More importantly, it’s
anchored in innovation.”
Innovation allows companies to create
differentiation, and it is through
differentiation that Rockwell delivers
value to its customers, stated Nosbusch.
“At Rockwell, we all share a paranoia
about commoditization,” he added.
“ I owe a lot of my success in the business world to what I learned in the Lubar School’s MBA
program. Coming from an engineering background, it broadened my view of the business environment
and showed me that it takes more than great products and great technology to create a successful
business. Many of us take pride in the Lubar School’s rich tradition that has allowed us to build worldclass,
innovative companies. ”
— Keith Nosbusch, Chairman & CEO, Rockwell Automation
6 OUTLOOK
Though commoditization may lead to low
costs, he said, it has absolutely nothing to
do with adding value for your customers.
Today, Nosbusch noted, innovation can’t
just be about engineering. “We’ve
broadened our defi nition of innovation,”
he said. “Now, we look at it in terms of
our products, our services, our business
processes, and our business models,
allowing it to continually evolve all aspects
of our business.”
He described that “continuous evolution”
as the key growth driver in the company.
“If Rockwell can deliver value to customers
through innovative differentiation, it
builds loyalty. Once we’ve earned that
loyalty, we can achieve sustainable,
profi table growth that we can then reinvest
in leadership technology — and the cycle
starts all over again.”
At an operational level, Nosbusch said that
Rockwell’s goal is to create an environment
where employees can be open
minded, willing to embrace new ideas, and
willing to challenge the status quo.
“Innovation — in reality — is all about
change. Those who view change as an
opportunity will have the best prospects
for building and maintaining a very
prosperous company.”
Keith Nosbusch
(MBA ’78)
Chairman & CEO
Rockwell Automation