CEO who leads with military precision

Remember 2012 when Kenol Kobil was in a hole? (David Ohana calls it a “grave”).

Posting Sh6.2 billion in losses, the merger deals that didn’t sail through, the massive job cuts that followed and competition moving in mercilessly to eat its lunch? Then it got better, miraculously.

They posted Sh1 billion pre-net profit last year, up from a meagre Sh558 million in 2013. And 2014 profits look even better, their MD anticipates. It wouldn’t be overly generous to attribute this turn around to Mr Ohana, the Israeli who has been living in Kenya for the past 13 years.

We met in his office at the ICEA Building. He’s a very intense person, tunnel-visioned, positive and so passionate about Kenol Kobil (he talked about little else) that one small step to the left and it could be termed as compulsive.

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That name, Ohana, you could be Luo, you know that....maybe deep down you are, who knows?

(Smiles) Who knows! It’s a Moroccan name. My dad emigrated from Morocco when he was 18 and so my roots are African. I’m proud of it and I have no plans to change it.

Is it a big conversation starter, your name?

You started it. But yes, in Kenya it is, especially when I visit government offices where they expect to see an African and they see me and they say, “hee, you are different!” It’s funny that in Israel, I’m an African – Ohana is a very recognisable Moroccan name – but in Kenya, I’m a mzungu so it’s a bit confusing.

I grew up in a small town in Israel, joined the army as a paratrooper for seven years then with my background in economics, I was guarding our strategic oil refineries (Israel Pipeline Company), performed well, offered a job in the main office and then something in me called for Africa and I came down back home with my wife and three kids, living here happily.

What did you learn in the army that you find quite useful in business?

Leadership. Leading by example, motivating people, making harsh decisions sometimes like we did in 2012 when we had some major losses at Kobil, to the tune of over Sh6 billion. Now we are doing Sh1.1 billion. Even 2015 is a great one. To take it back here today is about leadership.

What did you learn about yourself in 2012 when this company was sinking?

It was rough, I can’t lie to you. Deals that didn’t take off. The layoffs. I learnt that I can do it, I can make it if I and my team commit to it. I learnt not to pack it in and leave.

What’s your greatest weakness as an MD?

I have many, but I think mostly it’s because I push hard. I’m a very focused and driven manager. At times it’s good, but it can also be a weakness. The downside is always trying to extract from people more than they can give and there is a danger in you losing good people along the way. This is an area I’m trying to work on personally.

What do you miss most about the military experience?

I don’t miss the military. It’s something that I did well, perfected it well for close to nine years. I’m enjoying doing this now and I don’t intend to do anything else. I love what I do now.

Outside your obvious passion and commitment here, what else are you passionate about?

Long distance running. I did three full marathons here in Kenya and some half marathons. Weekends I do 12 kilometres every morning. I wish I could do more.

Why do you run?

Started when I was young, but probably also my African genes? But you see, you do a lot of running in the army, especially the unit I served in.

Is running interconnected with what you do here as a leader?

Yes, I think it is. When you run long distance, you have time to think so most good ideas come when I’m running. For me, it’s a detox, the pressure is quite big.

I took over this company when we were paying Sh160 million to finance a loan. Three years later, we are below Sh40 million. That requires my mind to be clear. Running releases pressure.

What is your biggest extravagance?

Look...I don’t know. That is a difficult question. I’m very conservative. I will never buy shares in my life, I put my money in fixed deposit. But if you give me money, I will buy good running shoes and running gear, those kinds of things because that’s what I love doing.

Either that or I will buy my kids and wife what they love. Family is a big thing for me. For myself? I won’t buy these things that people buy. I’m a simple man. I travel economy, I don’t mind if you give me a seat near the toilet. (Laughs).

What is your limitation as a father?

Well, my boy is 16 and the girls are 14 and 10 years respectively. I have no limits as a person, leave alone as a father. Like I said, I can be pushy. I don’t behave differently here from the way I do at my home, I push here and I push at home. Sometimes I can push too much and sometimes my wife and kids might get tired of it, but look that’s who I am, I can’t change.

You went through the military in Israel, your kids have basically grown up here in Kenya. Do you think they will have missed an important duty not going through the military?

Oh, they will go. When they reach 18 they must go. They are my children first, and they will go because it’s a cultural thing and I am a patriotic Israeli. They have to go through the system like my wife and I did. It’s who we are.

What makes you most insecure?

Insecurity does. When I’m not in control of things. I hate when I can’t control things, when there are factors that are beyond me.

Fixing Kenol Kobil seems to rank highly here, but what has been the one thing in your life that you haven’t been able to fix?

(Very long pause) That’s a tough one. I can’t think of anything now. (Longer pause)

You know, while we were fixing this company we made some very hard decisions. People lost their livelihoods.... it wasn’t pleasant to sack anyone, mothers, fathers. It pains to see people cry. I wish I could do it in a softer, more humane way, but being an economist, there was no other way.

At 46 what are you struggling with?

My frustration is that I can feel the age settling in when I run. I always see myself as a young man, stay with the young generation, but age has its own challenges, I feel good but I feel myself ageing.

When did you form as a man?

Right here in Kenya. I came here when I was 32, a young manager and I think I matured as a GM here when I had to manage people. I matured at 38 probably.

Have you hit midlife crisis?

Look….to some extent yes, I have. I’m very fit but I can’t tell you I can do everything with this body. The muscles are not the same. The brain will tell me something and the body will react slightly different. These are the things that drive me to do full marathons. It’s me telling myself that I can do it. Proving points.

Do you drink?

No, not much. Maybe a glass of wine occasionally at a function.

Are you spiritual?

Of course! I grew up in a synagogue, I believe in God. One of the shareholders asked me how I turned this company around and I said it’s because of God.

Is there anything particular you are asking God right now?

To keep Kenol Kobil growing. To maintain this.

I get this feeling that a huge part of your purpose, of who you are, revolves around this company. What happens when it’s all taken away. What happens to you?

Fine. (Pause). I don’t know. I have no plans. I just want to make this as a success. I believe if you do good things, good things will happen to you. I told you I’m a conservative man in person and business. I’m a simple man.

Greatest possession in life?

Family. I’m a big believer in family, it’s everything. I mean I will never divorce my wife. When we got married, for me it is a deal for life, something you can’t break. The family is what actually drives me. I try to lead by example. I try to show my son to turn out well, I know I push him a lot, and I hope one day when he does a reconciliation, he will understand.

Does he like you?

(Laughs) I hope so. Teenagers can be complex. But I hope he likes me. I hope he appreciates what I’m doing, like my dad did, even though my dad was more subtle. I’m a challenging father.

Do you also push the girls?

Of course. I push everybody. (Chuckles).

Are you a romantic?

(Grin) No... not very much... to some extent.

Oh yeah? What extent? what did you do for Valentine’s Day?

(Laughs) Oh, I don’t care for such things. OK, I’m not a romantic. I don’t think so. No.

Are you happy?

Yes, I am. Two years ago, I wasn’t, but now I’m cooler. I’m happy.

Where is your wedding band?

(Laughs). I don’t have one. Neither does my wife. I mean, she is a midwife nurse, she can’t have metals on her fingers.

But you are not a midwife nurse, are you? So what’s your excuse for not having a wedding band?

(Laughs) I told you, I’m not a romantic.