“L.L.Bean is much more than a folksy, friendly, direct-mail retailer. It is an extraordinary corporate success story, with powerful lessons for managers about strategic positioning, marketing and brand, organizational culture and values, and the challenges of explosive growth. As the leader of L.L.Bean for over thirty years, Leon Gorman guided and shaped the company as it rose to prominence, and he tells the story with simplicity, charm, and grace. It is a compelling saga.” — David A. Garvin, C. Roland Christensen Professor of Business Administration, Harvard Business School “An incredible story about an outdoor industry icon, L.L.Bean, that became — under the guidance of Leon Gorman — a national treasure. L. L. would be proud to know his grandson, Leon, is still enabling millions of people to enjoy the great outdoors in comfort.” — Jim Whittaker, first American to climb Mt. Everest and former President and CEO of REI “This book tells a compelling business story about the challenges and milestones along the way to building a venerable American company. Yet it is more than the usual business book. Leon Gorman tells this story with his characteristic charm, wit, and self-effacing humor, making it a delightful read for any audience. I enjoyed it immensely!” — Senator George J. Mitchell “The story of L.L.Bean teaches us the value of tradition, artfully combined with a clear strategic vision and purpose and an unwavering respect for every stakeholder. These lessons are enduring — just like the company. L.L.Bean is one of a kind and so is this book.” — Elaine Rosen, former President, Unum Life Insurance Company of America “Thanks to Leon's clear voice and strong writing, the story of L.L.Bean and Leon's own remarkable role in the firm are told well and interestingly. I give my former student an A+.” — Roy Greason, President Emeritus, Bowdoin College"L.L.Bean is much more than a folksy, friendly, direct-mail retailer. It is an extraordinary corporate success story, with powerful lessons for managers about strategic positioning, marketing and brand, organizational culture and values, and the challenges of explosive growth. As the leader of L.L.Bean for over thirty years, Leon Gorman guided and shaped the company as it rose to prominence, and he tells the story with simplicity, charm, and grace. It is a compelling saga." - David A. Garvin, C. Roland Christensen Professor of Business Administration, Harvard Business School "An incredible story about an outdoor industry icon, L.L.Bean, that became - under the guidance of Leon Gorman - a national treasure. L. L. would be proud to know his grandson, Leon, is still enabling millions of people to enjoy the great outdoors in comfort." - Jim Whittaker, first American to climb Mt. Everest and former President and CEO of REI "This book tells a compelling business story about the challenges and milestones along the way to building a venerable American company. Yet it is more than the usual business book. Leon Gorman tells this story with his characteristic charm, wit, and self-effacing humor, making it a delightful read for any audience. I enjoyed it immensely!" - Senator George J. Mitchell "The story of L.L.Bean teaches us the value of tradition, artfully combined with a clear strategic vision and purpose and an unwavering respect for every stakeholder. These lessons are enduring - just like the company. L.L.Bean is one of a kind and so is this book." - Elaine Rosen, former President, Unum Life Insurance Company of America "Thanks to Leon's clear voice and strong writing, the story of L.L.Bean and Leon's own remarkable role in the firm are told well and interestingly. I give my former student an A+." - Roy Greason, President Emeritus, Bowdoin CollegeL. L. Bean is one of only a handful of American companies to have attained almost legendary status in the minds of its consumers. Thanks to the integrity of its product line, consistently strong brand association, and the ability to change with customers' needs, L. L. Bean embodies the best qualities long associated with traditional American living: rugged individualism, stubborn determination, and simple ingenuity. Written by Leon Gorman, grandson of founder L. L., this is the first authoritative, true-to-life account of the iconic retailer and its quirky history and culture. This engaging account candidly reveals Gorman's behind-the-scenes struggles to preserve the identity that built Bean as he also opened the door to needed change. Woven throughout the narrative are themes that will resonate with managers and general readers alike: how to shape a powerhouse brand around bedrock beliefs and values, how to balance growth and tradition, and how to craft and preserve an authentic corporate identity. Far from a tranquil journey, the story reveals the funny, poignant, and often engrossing details of managing the L. L.. bean legacy-during the best and worst of times.L.L. Bean is one of only a handful of American companies to have attained legendary status in the minds of consumers. The company’s enviable reputation rests on the integrity of its product line, its consistently strong brand association, and its ability over the years to change as customer’s needs have changed. Bean has come to represent in the minds of people, in and out of the Maine woods, the best qualities that have long been associated with traditional American living: rugged individualism, stubborn determination, and simple ingenuity. Written by Leon Gorman, grandson of founder L.L., and the longtime CEO and architect of Bean’s remarkable growth curve, this is the first authoritative, true to life account of the company and its quirky history and culture. More than the story of a legendary American retailer, this engaging account candidly reveals Gorman’s behind-the-scenes struggles, for over four decades, to preserve the identity that built Bean, while also opening the door for just enough change to allow for the growth that has made the company great today. Far from a tranquil journey, Gorman reveals the funny, poignant, and often engrossing details of managing the L.L. Bean legacy during the best and worst of times. Woven throughout this engaging and well-crafted narrative are themes that will resonate with managers and general readers alike: how to shape a powerhouse brand around bedrock beliefs and values, how to balance the imperatives of growth and tradition, how to craft and preserve a genuine corporate identity, and how one family business manages to compete in the highly volatile and transient retail arena.
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