Hoya Vision Care: From Individual Performers to Collective Leadership

Client Profile & Challenge

Hoya Vision Care is a global leader in the optical lens industry, providing innovative technology and vision care solutions for people at every stage of life. As the second-largest lens provider in the world, Hoya has high aspirations for growth and expansion in North America.

In 2024, Hoya North Americas’ senior leadership team engaged the Center for Creative Leadership (CCL)® to strengthen its foundation of collective leadership. As Eduardo Martins, President of Hoya Vision Care Americas, explained, “I was brought in 4 years ago to create change at Hoya, to essentially build a new organization. It has been a very big change for the organization. What I thought would take 2 years has taken much longer. The good news is, I now have a very stable team at senior leadership.”

With a talented and strongly committed group of leaders, the senior team had a solid baseline for success; however, it still operated in well-defined silos and escalated problems to the CEO whenever there were conflicts. Getting the executive team to work as a collective enterprise team — and not just a group of individual function leaders — was critical to Hoya’s success. Since the organization operated like links in a chain, each business group depended upon the others for success: if one link didn’t support the others, the customer would ultimately suffer.

“We have a strong foundation for leadership at the senior level, but we are not yet what I would call a high performing team,” confided Martins. “I want to develop a team that will talk to each other, understand each other’s challenges, and work together to reach agreement and make decisions in the best interests of the company.”

Given this context, the next step was to foster collective leadership within the senior leadership team. By collaborating and driving change as a collective, they could create a more capable and responsive global company with “effective people, processes, and platforms.”

Solution

CCL partnered with Hoya’s Human Resources group to design and deliver a senior leadership development journey, comprised of a series of strategic touch points.

First, CCL conducted one-on-one interviews with each executive team member to understand the business context, leadership culture, and team challenges. CCL also administered 2 different assessments: a CCL research-based team survey to measure dimensions of executive team effectiveness, and a change style profile to understand individual preferences for dealing with change.

Next, CCL worked closely with Hoya’s VP of Human Resources, Sean Dineen, and its Director of Talent Management and Organization Effectiveness, Beth McCormack, to design a 6-month development journey focused on achieving the team’s desired outcomes. The design included an initial 2-day offsite session, followed by 2 one-day development sessions at the team’s next 2 quarterly meetings. The executive team wanted the experience to be pragmatic and solution-oriented, with a plan for creating positive change as a team, as opposed to just building camaraderie. As one member put it: “I think we need to acknowledge ‘where we are’ and ‘where we want to be’ as a team. And then identify the path to get there, knowing that change will take time.” This was good news, because CCL’s team development methodology mirrors this approach to building team performance by creating ongoing, sustainable change.

For the 2-day offsite session, the first day focused on building trust and fostering a shared understanding of “where we are” (current state) and “where we want to be” (desired state). Over the course of the day, the team engaged in robust and candid conversations about its strengths, challenges, and opportunities for improvement, highlighting the need for greater collective leadership. CCL introduced its Direction – Alignment – Commitment (DAC)^™ framework as a foundational model for recognizing and strengthening the team’s 3 critical roles for collective leadership: setting direction, creating alignment, and maintaining commitment.

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A turning point in the team’s conversations occurred when CCL introduced the skills of team dialogue. Rather than focusing on making a decision or winning an argument, team dialogue explores different perspectives on a topic in order to develop shared understanding. The power of dialogue is that it not only helps a team address difficult issues, but it also promotes connection by reinforcing skills in deep listening, empathy, and an openness to learning from others. Most importantly, dialogue required the Hoya team to shift their conversational style from passionate advocacy to thoughtful inquiry. Afterward, one of the sales leaders shared: “I found the dialogue exercise insightful and eye-opening. How little I knew and understood about the needs of my support structure.”

On the second day, CCL focused on “the path forward,” spending time on creating a framework for how the team could realize their aspiration for greater collective alignment. CCL identified 4 key topics for discussion along with guiding questions:

• Shared purpose and responsibilities: What is our shared purpose as a leadership team? What are our high-level responsibilities?
• Strategies for alignment: What are strategies for creating alignment? How can we set priorities, manage boundaries, allocate resources, and adapt to urgent demands?
• Meeting structure and protocols: How can we organize and conduct more effective meetings? How can we create time and space for dialogue and strategic conversations?
• Norms for communication and collaboration: How will we ensure effective communication and collaboration as a team? When conflict occurs, how will we manage it constructively? How will we hold ourselves accountable?

CCL encouraged Hoya’s leadership team to shift from a mindset of constraints to one of creative possibilities, imagining how the team could work together more effectively to achieve its goals. The remainder of the day was then spent on generating shared expectations, actions, and agreements for operating as a more integrated and unified team.

After completing the offsite session, the Hoya leadership team participated in 2 follow-up sessions at their quarterly meetings to check in on their progress and to continue building their collective leadership capabilities. For the Hoya team, development focused not only on how they operated as a team but also on how they could lead the organization more effectively. In these follow-up sessions, CCL addressed 2 key leadership skillsets for strengthening their change efforts: communicating Hoya’s core values and leading organizational change.

Results

While knowing that change takes time, the Hoya leadership team was committed to improving their collective leadership. The development journey had provided the team with key frameworks and tools for collaborating more effectively, and they were eager to put their plans into action. Despite some challenges along the way, the team made steady progress on its collective leadership outcomes.

To measure progress and impact, CCL re-administered the executive team survey to assess the team’s effectiveness after 1 year. The results were extremely positive. The team made progress on each of the 3 dimensions of high-performing executive teams: strategic focus, collective approach, and team interaction. In addition, the team saw significant improvement in areas related to the mindset and behaviors of collective leadership as shown below.

Program Impact

As the team focuses on the future, they acknowledge that working in a global matrix structure creates ongoing challenges in terms of setting priorities, communicating transparently, and managing conflicts. But they are moving in the right direction.

Overall, CCL is excited about the partnership with Hoya and looks forward to supporting the leadership team in its organizational change efforts and in its ongoing journey to embrace collective leadership.

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