For Ferdinand Co, President of CW Home Depot, the most valuable asset in any business isn’t product or price—it’s people. And the ones who rise fastest in his organization? Those who lead with integrity.
In an exclusive interview with Financial Adviser PH, Co shared what drives his leadership philosophy in a retail enterprise that has grown from one store in Pasig to a nationwide chain of modern hardware depots.
“People often ask me, ‘Who is your favorite employee?’” Co said. “My answer is simple: anyone who performs with integrity.”
That line sums up the core of CW Home Depot’s culture—a meritocracy where values and performance go hand in hand. Co, who helped launch the one-stop-shop concept for finishing and furnishing needs, believes that culture isn’t just defined by leadership—it must be lived and reinforced daily across all levels of the organization.
Merit, Not Tenure, Drives Promotion
Co rejects the idea that tenure alone should determine advancement. “Being firm and fair is non-negotiable,” he emphasized. CW Home Depot’s system rewards those who bring results with integrity—regardless of their job title or years served.
“We believe in acknowledging results, but more importantly, we value how those results are achieved,” Co explained. “Performance must always be hand in hand with integrity.”
That belief has helped cultivate internal leaders across the company. Many CW Home Depot managers and team leaders have risen through the ranks, promoted not by seniority but by their contributions and consistency.
Why Integrity Beats Credentials
In an industry often focused on technical know-how, Co urges fellow business leaders to look deeper during hiring.
“As a leader, you have to lead with principle, hold people accountable, and celebrate those who consistently deliver value to the company,” he said.
CW Home Depot prioritizes character traits such as honesty, accountability, and teamwork. “People working in CW Home Depot must have integrity,” Co added. “They also need to listen twice as much as they talk to be able to work effectively and efficiently.”
Results achieved without ethics are not celebrated. The company’s culture reinforces not only what’s done—but how it’s done.
Culture That Sustains Growth
Even as CW Home Depot expands across Luzon—with a new branch opening soon in Silang, Cavite—its leadership approach remains grounded in people-first values.
“At CW Home Depot, cultivating a strong, customer-oriented culture is at the heart of everything we do,” Co said. “We believe that delivering exceptional value to our customers must go hand-in-hand with fostering an environment where team members are empowered and rewarded based on merit.”
This philosophy, rooted in service and meritocracy, has helped CW Home Depot stand out in a competitive and increasingly digital retail environment. More than just a business model, the company sees itself as a community—a shared vision in action.
Co’s Message to Leaders
As CW Home Depot continues to grow its footprint, Co remains committed to the values that built its foundation.
“Leadership is no longer about micro-managing; it’s about enabling others to lead, make decisions, and drive the business forward,” he shared.
His advice to aspiring entrepreneurs and leaders? “Hire for integrity. Train for skills.”
Because in the long run, it’s not just about who can sell—it’s about who you can trust to build.
