cover image LONGABERGER: An American Success Story

LONGABERGER: An American Success Story

Dave Longaberger, LONGABERGER: An American Success Story

The son of a basket-factory worker, Longaberger saw a market for fine handcrafted baskets in 1973, as the popularity of handmade crafts began to take hold. By 1999 (when Longaberger died of cancer), he had built a billion-dollar corporation employing 8,000 people. Longaberger, who graduated from high school at 21 and had learning disabilities and a severe stutter, certainly did not fit the profile of the typical CEO, yet from the evidence he was an exemplary one. He proudly proclaims that he learned about customer service and sales from driving a bread delivery route and running a restaurant and grocery store. Following his own vision, he built the company from its smalltown roots in Dresden, Ohio, at the same time that he developed a unique direct sales network. Engagingly folksy and self-deprecatingly funny, he champions facing adversity and growing stronger from it. The feel-good story of a very likable man applying his talents and making a big difference to his town and his family (he groomed his two daughters to succeed him) should engage readers on its own. Meanwhile, those searching for humane models for running a successful company will benefit from the 18 straightforward management principles that emerge from his success. As the man who believed a job should be at least 25% fun (it was a corporate policy), Longaberger, consummate salesman, also can't stop himself from saying that his favorite sport was basketball. (Mar.)

Forecast:The arresting jacket cover photograph of the corporate headquarters built in the form of the popular market basket is perfectly attuned to the Longaberger philosophy. The planned 25-city radio campaign and 15-city NPR syndicated feature should help draw attention to the book, resulting in a basketful of sales.