Big Brown: The Untold Story of UPS [Hardcover]

Greg Niemann (Author)

Book Description

Publication Date: February 26, 2007 | ISBN-10: 0787994022 | ISBN-13: 978-0787994020 | Edition: 1

Although its brown vans are on every block and its delivery service reaches more than 200 countries, UPS is among the world’s most underestimated and misunderstood companies.

For the first time, a UPS “lifer” tells the behind-the-scenes story of how a small messenger service became a business giant. Big Brown reveals the remarkable 100-year history of UPS and the life of its founder Jim Casey—one of the greatest unknown capitalists of the twentieth century. Casey pursued a Spartan business philosophy that emphasized military discipline, drab uniforms, and reliability over flash—a model that is still reflected in UPS culture today.

Big Brown examines all the seeming paradoxes about UPS: from its traditional management style and strict policies coupled with high employee loyalty and strong labor relations; from its historical “anti-marketing” bias (why brown?) to its sterling brand loyalty and reputation for quality.

Editorial Reviews

Review

"For the first time, a UPS ‘lifer’ tells the behind-the-scenes story of how a small messenger service became a business giant." (Retail & leisure International, June 2007)

Review

"UPS founder Jim Casey did more than overcome humble beginnings to achieve the American Dream—he inspired all of his employees to come along for the ride. The continuous success of a company founded on a hundred dollars, determination, and integrity is a story of inspiration. Big Brown is a must-read for anyone who's ever held a job or had a dream."
—Paul Casey, nephew of UPS founder Jim Casey

"UPS began life in Seattle a century ago. Greg Niemann captures that moment—and the spirit of Seattle—perfectly."
—Mayor Greg Nickels, City of Seattle

"Big Brown offers a rare insider's glimpse into a corporate culture cloaked in secrecy. Learn how a corporation can get its drivers to hold their keys in a specific hand, on a specific finger, in a specific manner. Also learn how they attempt to use this obsessive attention to detail to conquer their industry."
—Steven J. Christensen, first vice president,Christensen Wealth Management Group, Wachovia Securities

"This well-written, solidly researched history details how one man's vision and the inexorable march of events led to the evolution of a Seattle messenger service into a worldwide icon. In Big Brown, Niemann successfully delivers the goods—just as UPS has been doing for 100 years."
—Norm Leaper, former president,International Association of Business Communicators

"As a career UPSer, I thought I knew almost everything about my company's history worth knowing . . . until I read Greg Niemann's book, Big Brown. Today's UPSers will not only appreciate the wealth of historical tidbits, as I did, but also gain a greater understanding about why the company holds to its own unique way of doing business. That perspective should also appeal to any student of business. Great work!"
—Steve Maxwell, retired UPS manager

See all Editorial Reviews

Product Details

• Hardcover: 272 pages
• Publisher: Jossey-Bass; 1 edition (February 26, 2007)
• Language: English
• ISBN-10: 0787994022
• ISBN-13: 978-0787994020
• Product Dimensions: 9 x 6.4 x 1 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 3.9 out of 5 stars  See all reviews (18 customer reviews)
• Amazon Best Sellers Rank: #310,300 in Books (See Top 100 in Books)

More About the Author

Greg Niemann graduated with a degree in journalism from California State University, Los Angeles, and was a communications manager and publications editor with United Parcel Service for over 34 years before he retired in January 1995. Niemann was president of both the Los Angeles and Orange County chapters of the International Association of Business Communicators (IABC) and was named Communicator of the Year by that organization. He has also served on the board of directors of the Outdoor Writers Association of California (OWAC).

He worked for UPS as a teenager in 1957-58, spent two years in the U.S. Army, and returned to UPS as a Hollywood delivery driver. He attended college at night and was promoted into management where he edited the company magazine in Southern California. Later he coordinated the editing of numerous company publications.

Since retirement, he has been a newspaper columnist and still contributes regularly to several publications. Presently, Niemann is on staff of the "San Clemente Journal." Most of his articles are travel, outdoor sports, or Baja-related.

Niemann's books include "Baja Fever," "Baja Legends," "Palm Springs Legends" and "Big Brown: The Untold Story of UPS." The memoirs brought out in "Baja Fever" created a loyal following of Baja fans. "Baja Legends," which focuses on the characters, events, and locations that put Baja California on the map, won an award from the Outdoor Writers Association of California, and is in its third printing. "Palm Springs Legends" has been one of the top sellers in all Coachella Valley bookstores since its release and is in its second printing. "Big Brown" immediately went into a second printing following its 2007 release.

A popular speaker, he has given numerous presentations and/or book signings at various venues, including book stores, expos and shows.

Niemann is a fourth generation Californian whose great grandfather was a Southern California publisher, historian, and author. He and his wife reside in Palm Springs, California.

Customer Reviews

Most Helpful Customer Reviews

16 of 17 people found the following review helpful:

3.0 out of 5 stars Uncritical Look at UPS, August 28, 2007

By 

Conor Cunneen "SHEIFGAB author - Conor Cunneen" (Naperville, IL) - See all my reviews
(REAL NAME)   

This review is from: Big Brown: The Untold Story of UPS (Hardcover)

Author Greg Niemann worked for UPS for thirty-five years progressing from loader to management ranks. In Big Brown, he takes us through a brief but not very critical history of this giant of the delivery business.

The book is an interesting, light read but if not an official history of UPS, it is not far off it. The problem with (semi-) official histories is that they tend to be hagiographic and fail to give a genuine insight into the corporation. Compare this book to that written on FedEx by Roger Frock (Changing How the World does Business: FedEx's Incredible Journey to Success) which is much more compelling because of its warts and all detail.

Chapter one leads with "UPS drivers are strong. They're dependable. They're polite. They're determined."!! This tends to be the type of writing throughout the book.

The author attempts to give some detail on UPS founder Jim Casey who started the company in a Seattle basement in 1907. Casey though was a pretty reclusive figure who never sought the limelight. Indeed author Niemann references Casey as the "greatest American capitalist you have never heard of." Some of Casey's management principles were ahead of their time including the proposition - revolutionary at the time - that employees should "achieve a good measure of personal satisfaction and ... aid in the advancement of the interests of all the rest of us."

The famous UPS brown color was chosen because the original management believed that Seattle department stores would be reluctant to relinquish their deliveries to a company with high profile, conspicuous vans.

UPS differs from FedEx and other major carriers in that it is unionized, Although the Teamsters Union forced a general strike in 1997 costing the company $750 million and unknown loss of good will, relations in general have been good. Work conditions are excellent with drivers earning up to $70,000 per annum and six to nine weeks paid leave per year. (Can this be right?) Interestingly, UPS members are vital to the survival of the Teamsters Union as they count for one-fifth of the union's 1.4 million members!!

UPS is a highly structured company governed by the UPS Policy Book which suggests a very conservative company. Family members are not employed under any circumstances (until the original member leaves or retires.) In a rather peculiar turn of phrase, Niemann writes "UPS mandates informality in several ways"!

Although not dealt with in any great depth, UPS was slow to deal with the launch of FedEx (then Federated Express). Indeed, it took eight years for UPS to set up its own air service to combat the FedEx operation. Today UPS is the world's ninth largest airline.

The latter parts of the book are particularly interesting as we see the global growth of UPS both as a carrier and a supply chain expert.

Overall, if you want a general overview of this company, this book fits the bill, but the lack of detail and the generally sycophantic style to the commentary does take away from the overall value of the book.

7 of 7 people found the following review helpful:

5.0 out of 5 stars A Fitting Centennial Tribute, March 2, 2007

By 

Brown Army Guy - See all my reviews

This review is from: Big Brown: The Untold Story of UPS (Hardcover)

This just released title is an unofficial commemoration for the first hundred years of service for UPS, which was founded on August 28th 1907. The book is fast-paced, engaging and easy to read. The book lives up to its title, as it is not a corporate puff piece written for the centennial. Although the general overall success of the company is the main theme, mistakes and warts are exposed as well. UPSers will be familiar with story itself, although the book offers a deeper insight into areas few will probably be aware of. The biographical sketch of Jim Casey for example, makes this book worth the price of admission. One can see what drove this man forward to achieve extremely high levels of success. Jim Casey deserves to share the stage with other more well known service entrepreneurial giants, such as Ray Kroc of McDonald's fame. There are also interesting stories, for those who are familiar with the general history and culture of the company, about the other founders, who are often overlooked because of Jim Casey's larger than life legacy.

Overall, this book offers a realistic historical and cultural perspective for the past 100 years of service and every UPSer who decides to read this book should find a professional genealogical connection to the text. In fact, the book should serve as a trip down memory lane and the reader may even find oneself debating some of the issues the book tackles. The author outlines the current public vs. private company debate many UPSers are having amongst themselves, as an example. The timing of the release of the book makes sense, as one should obtain a greater appreciation of how the company got where it is today and it is a compelling story worth knowing to UPSers, customers and shareowners.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Everything you wanted to know about UPS, February 27, 2007

By 

Jennifer S. Redmond "editor553" - See all my reviews
(REAL NAME)   

This review is from: Big Brown: The Untold Story of UPS (Hardcover)

"Big Brown" is an excellent example of a corporate biography--which means I learned a lot. I'm familiar with all of the author's previous books: "Baja Legends", "Baja Fever" and "Palm Springs Legends", and I always enjoy his conversational style--it's like someone telling you a series of interconnected colorful stories. This book surprised me with its focus and drive--mirroring the personality of UPS founder Jim Casey, who I enjoyed "getting to know" though Niemann's compelling portrait. Read it and find out how much you don't know about a company you encounter every working day.