Longaberger: An American Success Story [Hardcover]

If you've become cynical, skeptical, or downright depressed you need this book! Dave reminds us that "walking the talk" and being genuinely interested in people are the skills that bring us to personal, and often professional, success. You'll love reading about his fantasy-cow, Flossie, and later, as president of Longaberger, how he dealt with an arrogant salesman. Dave's integrity, business instincts, practical jokes, and love for his parents make a fantastic story and once you read it, you'll wish you could have worked in that old, hot, drafty woolen mill with him - or at least known him.

Buy a copy for yourself and one for your boss!

Since my husband passed away, I took over the family business with my son and daughter, so I read with great interest how Dave developed his two daughers, Tami and Rachel, to follow in his footsteps. As the expression goes, the apple doesn't fall far from the tree. What outstanding women they are! Now, like their dad, will serve as role models for millions of self-employed women, and men.

This book can be enjoyed by both men and women of all ages. This book is a classic because its message is timeless.

The Longaberger company's mission is "to stimulate a better quality of life" and that's just what it has done since being founded by Dave Longaberger and his family in 1973. The obvious products of the company include high quality hand-made baskets and pottery, but the family has always sought to improve life for everyone associated with the company, including the community where it is based.

The book is an autobiography of his life, and an official history of the company. Mr. Longaberger passed away on St. Patrick's day in 1999, and the book was taken through final editing by others. The company continues under the leadership of his older daughter, Tami, as CEO. His younger daughter, Rachel, heads the Longaberger Foundation.

Mr. Longaberger was a simple man in many ways who was deeply committed to other people. This book should be evaluated as a portrayal of his ideals and practices, rather than as a typical autobiography.

I was reluctant to grade the book down at all, because clearly Mr. Longaberger and his company both deserve more than five stars. The book does wander more than necessary, and the management advice is hard to absorb because there is so much of it.

Anyone can and should be inspired by this story. It is a modern real-life saga of the American Dream fulfilled.

One of 12 children, he grew up in a decent, hard-working, but poor family. Saddled with a stutter, epileptic seizures until he was 12, and a learning difficulty that kept him in high school until he was 21, Mr. Longaberger saw setbacks as simply a way to prepare him to accomplish more. He always had his eyes open for opportunity and was willing to put his full efforts and resources behind his ventures. He succeeded because others believed in him.

As a man without much book education, he more than made up for that by being a student and fan of people. "Any success I may have had I credit to this . . . principle: look, think, and do." He felt that others had a lot to teach him, if he would only listen and pay attention. But he had to follow through on the advice, or he would lose their respect and the opportunity to improve. One of the many times this paid off was when Ms. Charleen Cuckovich came to him in 1977 and asked if she could sell his baskets direct after seeing them languishing in a store on consignment. This was the beginning of the change in distribution to at-home parties that led to the company's eventual success.

People trusted him all his life. His first basket weavers worked for 10 months before he could pay them. A neighbor co-signed a loan at the bank without being asked so he could buy one of his first businesses. An IRS agent decided not to close him down when Longaberger fell behind in paying the company's payroll withholding taxes. When the company almost failed in 1986, everyone rallied behind the cuts he had to make in commissions, employment, and spending.

Clearly, Mr. Longaberger (who was known informally as "Popeye") was one in a million. He lived his life by the Golden Rule. He also liked to put a bit of fun into his business. The pranks he pulled on his customers and employees will keep you chuckling. I'm sorry that I never had a chance to meet him.

Anyone who is thinking about starting up a business should read this book. It is the most accurate portrayal that I have read about the very real problems and opportunities of starting up or buying a business.

The book is full of what will seem like cliched statements. You should focus on what he did in the examples for drawing your conclusions, rather than on the aphorisms. "I've always competed with myself to do better." He clearly did. He also put others ahead of himself. "I'm the first to take blame . . . and the first to give credit . . . ."

Perhaps his best business advice is the following. "Most things in life are not so difficult. You just have to work to keep them simple." Almost everyone I see violates this important principle.

As for faith, Mr. Longaberger never doubted he would succeed. When he didn't see a way out in 1986, he brought his daughters together and asked them what else could be done. Within hours, the outline of a rescue plan was complete. "If you're truly determined, there's no limit to what you can accomplish."

As for trust, Mr. Longaberger always treated everyone like his own family. To encourage his restaurant employees, he would have them count the cash at the end of the day to see how they were doing. Most people won't let anyone but the family anywhere near cash in a small business. His values were "integrity, honesty, standing on our word, being respectful of others, treating people right, and understanding our customers and . . . associates."

After you read this book, I suggest you think about how your work matches your values. If you don't like what you find, either get those values changed in your workplace or find somewhere to work that does match your values.

Do good, whatever else you do.