---
title: "IBM and Augusta: Iron Fist in Pink Jacket"
date: 2012-08-24T11:40:31Z
modified: 2012-08-24T11:41:16Z
permalink: "https://redmonk.com/jgovernor/ibm-and-augusta-iron-fist-in-pink-jacket/"
type: post
status: publish
excerpt: ""
wpid: 3852
categories:
  - Uncategorized
timestamp: 2012-08-24T11:41:16Z
tags:
  - Uncategorized
---

[![IBM CEO Ginni Rometty](http://farm6.staticflickr.com/5339/7063991291_d56eb771cc.jpg)

](http://www.flickr.com/photos/traftery/7063991291/ "IBM CEO Ginni Rometty by Tom Raftery, on Flickr")

A few months after taking over as IBM CEO came an interesting test of leadership for Ginni Rometty – Augusta, home of the Masters, which until this week did not admit female members.

> It has long been a tradition that the CEO of IBM is a member of the Augusta National golf club. They are a huge sponsor of The Masters. This, and Rometty’s gender, were mentioned around the time of this year’s tournament, which she attended wearing a pink jacket, [as _USA Today_ noted.](http://www.usatoday.com/sports/golf/story/2012-04-08/masters-ibm-rometty/54118752/1)
> 
> The jacket was the statement. Rometty said nothing.

I had been meaning to call this out but then I saw Dana Blankenhorn [got there first](http://www.thestreet.com/story/11670874/1/romettys-ibm-smells-just-as-sweet.html), so I quote him above. Bottom line: this week, many months later, Augusta admitted its [first two female members](http://www.bbc.co.uk/sport/0/golf/19323577), Former US Secretary of State Condoleezza Rice and South Carolina financier Darla Moore.

Its pretty clear that Rometty and IBM Corporation drove the change. IBM has a long history of diversity milestones, and cracking open Augusta is just the latest. In a world where many US CEOs shoot their mouths off first, ask questions later, its good to see IBM continue with a quiet and effective execution-focused leadership style.

IBM is a client.