Jeff M. Fettig was appointed Chairman and CEO of Whirlpool Corporation in 2004. Other executive positions he has held include: COO, VP of Marketing for various departments and member of the Board of Directors. Other roles he has been in at Whirlpool since joining in 1981, include: operations associate; managerial roles in planning, operations, product development and sales. Regarding his attitude to business, it was said about him in BCG Perspectives that he “is a believer in the adage that the best thing to do with lemons is to make lemonade. He has used this rolling series of economic shocks to dramatically reduce the company’s costs, while maintaining its global presence and commitment to innovation. Whirlpool’s senior leaders quickly seized control and narrowed the company’s focus—and almost as quickly delegated responsibilities to middle and line managers through rapid and frequent communication.”