Customer Reviews

Iron Horses of the Santa Fe Southwest

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Conventional wisdom states that the highest goal of a business is to maximize shareholder return. The only constraint is to do nothing illegal. The only encouragement to look beyond the profit maximization principle is...well, there is none - especially in an era where short term performance matters more than long term strength. In that regard, it is refreshing to learn that there is another way - that corporations can provide returns to a broader constituency than its narrow base of absentee owners. Moreover, as Sonja Howle points out in her fine short history of the early days of the Santa Fe Railway (along with a related excursion into the Harvey House story), it can be done in a manner that ultimately enhances shareholder wealth. The key is to develop a vision that goes beyond the numbers to incorporate the unrecognized strenghts of the communities and environments in which they operate. Ms. Howle shows us how the Santa Fe Railway and the Harvey Company, both separately and together, were able to rise above the accounting ledgers and an environment of short term thinking (the Santa Fe had its own internal battle with a faction that was more interested in exploitation than in building a business, while the Harvey House business model succeeded where similar businesses failed because it focused on delivering customer value rather than on turning a quick buck) to the benefit of their customers and communities as well as their shareholders. Ms. Howle has made a valuable contribution to our understanding of business and its role in the community. It should be of interest to students of economic history, to business people who want to leave a legacy that transcends the pocket book (without harming it either), as well as to that quaint little species known as the railroad buff.

Sonja Howle begins IRON HORSES OF THE SANTA FE SOUTHWEST by describing a personal encounter with the Super Chief as it tore across her father's ranch one day. The incident and good use of sound effectscaught my attention in this audio book about the history of the Santa Fe Railroad. From that point, Ms. Howle traces the railroad's history from laying the tracks to the latest 21st Century mergers for the line. She gives the reader a good sense of the business of railroading, and also talks about the Santa Fe Railroad's influence on an important New Mexico commodoty--art. Agents from the railroad commissioned both Native American and Non-Native painters, sculpters, and designers to create everything from curios to sell along platforms, to tableware for Fred Harvey Houses. Under architect Mary Coulton's eye, the designs maintained a unifying theme--to sell people on traveling to the southwest.
The influence is felt to this day among New Mexico artists, as they sell to the crowd that descends from the sky now for summer hiking and music, and winter skiing. In addition, Ms. Howle explores the development of the hotel industry, and the social implications of being a Harvey Girl in one of Fred Harvey's restuarant. IRON HORSES OF THE SANTA FE SOUTHWEST: THE POWER OF VISION is a fascinating look at the politics and sociology of art, business, and daily life as influenced by a corporate giant. Ms. Howle is a master at writing for the ear, so the book is pleasent to listen to and easy to follow. Unfortunately, it can get dry at times, reading like a term paper. She might have considered adding music, and environmental sounds, or using actors to read quotes from people involved in developing, running and maintaining the Santa Fe Railroad. IRON HORSES OF THE SOUTHWEST is a human story that Ms. Howle tells in very human terms. Let's have some people-sounds to complete the image, since we're using the audio medium.