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Big Brown: The Untold Story of UPS Hardcover – February 26, 2007

by Greg Niemann (Author)

4.6 217 ratings

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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.

Print length

256 pages
Language

English
Publisher

Jossey-Bass
Publication date

February 26, 2007
Dimensions

6 x 1 x 9.1 inches
ISBN-10

0787994022
ISBN-13

978-0787994020
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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

From the Inside Flap

BIG BROWN

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 Caseyone of the greatest unknown capitalists of the twentieth century. Casey pursued a Spartan business philosophy that emphasized military discipline, drab uniforms, and reliability over flasha 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.

Big Brown reveals the truth about UPS, including:

Why you've probably never heard of Jim Casey
Where it all began$100 and a Seattle basement in 1907
Why you'll never find a UPS uniform for sale on eBay
How the cult of the UPS driver developed and why it endures
Why UPS employees "bleed brown"

Told as an engrossing business story, Big Brown is also filled with tested management ideas and principles for creating consistent growth, customer loyalty, and a bulletproof corporate culture.

From the Back Cover

BIG BROWN

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 Caseyone of the greatest unknown capitalists of the twentieth century. Casey pursued a Spartan business philosophy that emphasized military discipline, drab uniforms, and reliability over flasha 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.

Big Brown reveals the truth about UPS, including:

Why you've probably never heard of Jim Casey
Where it all began$100 and a Seattle basement in 1907
Why you'll never find a UPS uniform for sale on eBay
How the cult of the UPS driver developed and why it endures
Why UPS employees "bleed brown"

Told as an engrossing business story, Big Brown is also filled with tested management ideas and principles for creating consistent growth, customer loyalty, and a bulletproof corporate culture.

About the Author

The Author

GREG NIEMANN, a Southern California travel and outdoors writer, followed the classic UPS career for almost thirty-five years, rising from loader, to driver, to management. He was West Coast editor of the company's employee publications and was often a liaison for top management. While at UPS, Niemann was accredited by the International Association of Business Communicators and named IABC Communicator of the Year.

Product details

Publisher ‏ : ‎ Jossey-Bass; 1st edition (February 26, 2007)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 256 pages
ISBN-10 ‏ : ‎ 0787994022
ISBN-13 ‏ : ‎ 978-0787994020
Item Weight ‏ : ‎ 1 pounds
Dimensions ‏ : ‎ 6 x 1 x 9.1 inches

Best Sellers Rank: #45,246 in Books (See Top 100 in Books)
- #100 in Company Business Profiles (Books)

Customer Reviews:
4.6 217 ratings

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Greg Niemann

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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," "Big Brown: The Untold Story of UPS" and "Las Vegas Legends."

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" a top seller in all Coachella Valley bookstores, is also in its third printing. "Big Brown" immediately went into a second printing following its 2007 release.

"Las Vegas Legends: What Happened in Vegas..." was released in fall 2011 and is available in numerous retail locations, including the new Las Vegas Mob Museum. It is currently a finalist for Book of the Year honors from ForeWord magazine. It is also available in Kindle version as are "Palm Springs Legends" and "Big Brown."

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

4.6 out of 5

217 global ratings

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TL

A Great, Interesting Read

Reviewed in the United States on April 29, 2007

Verified Purchase

I just finished reading this book from Greg Niemann, and I found it to be an enjoyable, interesting read. The book tells the story of UPS from before the company started in 1907, up to today. The story of UPS and it's founder Jim Casey is unknown to most people, and this book helps shed light on both subjects. The book is a fast paced, easy read, allowing for enjoyable reading that you can easily comprehend, and allows you to revisit a section on a specific topic with ease. The layout also allows you to read and comprehend the book if you only have a little time to read.

4 people found this helpful

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Random

Good Read for UPS History and Corporate Culture

Reviewed in the United States on July 29, 2020

Verified Purchase

This book is an excellent source for the History of UPS. It walks the reader through the company’s inception to more recent times. It gives a good view into the company’s culture that has carried it through the years.

Helpful

An Untold Story?

Reviewed in the United States on April 5, 2007

Verified Purchase

The subtitle, "the untold story," is intriguing. Does it disclose some previously unknown facet of the company? Or does the book fail to tell the whole story? Take your pick.

The book combines aspects of an anecdotal biography with aspects of a promotional corporate history. It begins with a biographical sketch of James Emmett Casey, who founded United Parcel Service as a teenager, delivering packages on a bicycle. It is a real-life Horatio Alger story. About halfway through, the book switches to a summary description of the present-day UPS. Throughout the book, Jim Casey is used to personify the company and to serve as the glue that holds the story together. The narrative moves with an uneven, sometimes fitful pace, often revisiting time periods that were covered earlier. The story is told in a conversational style, often switching to the first person when the author includes his personal observations.

Originally, UPS was a package delivery company for department stores. Over its first 50 years, it's operations spread from Seattle to the major cities on the west coast and the northeast U.S. During the next 30 or more years, UPS changed its business from department store deliveries to an all-points service for any shipper at any location. The present-day UPS operates on a global scale, using the very latest digital technology. Throughout its 100-year life, UPS has maintained a hard-working, semi-military culture and has to a great extent achieved employee-ownership. It is an interesting and informative story. However, it does have its faults.

In its effort to make Jim Casey the personification of the company, the book gives short-shrift to the second generation of managers, particularly the ones who guided UPS out of the department store business and into the common carrier world. Further, the book understates the importance of that shift; it is presented as merely following a lucrative opportunity. The fact is that the department store delivery business was dying. Had UPS not changed its operations, it is likely that it too would have gone out of business. The book also understates the obstacles to that change. Public service regulation existed, in part, to enforce government-established monopolies - and that enforcement included prohibiting companies like UPS from competing against the previously authorized carriers. The primary opposition to UPS' change of business was not the Post Office, it was the existing authorized carriers: Railway Express, the bus companies and the film carriers. Getting approval for nationwide rights in that era was viewed as impossible but the book does not even mention Preston W. Davis, the architect of UPS operating rights miracle.

Similarly, the book fails to mention two antitrust suits that could easily have nipped UPS' new business in the bud. UPS won one of them and settled the other.

With its faults, this is still a worthwhile read.

12 people found this helpful

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Christian Jarvis

Quiet Humility

Reviewed in the United States on March 16, 2017

Verified Purchase

Great read gives insight into how a young man of humble beginnings created not just a business but a state of mind based on Grit, Hard Work and most importantly Integrity. This book delves into Jim Casey's life and how his experiences formed the core of UPS! Great read

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Brandon Schwartz

Great book for anyone!

Reviewed in the United States on March 21, 2019

Verified Purchase

Loved this book and learning about the history of UPS. It was a very easy read and I wish I had worked at UPS in the 90’s I would be rich today!

Helpful

Charlie

Would never have thought I would enjoy this as much as I have.

Reviewed in the United States on December 17, 2016

Verified Purchase

This book not only teaches a history lesson, but it is very much geared toward the values of Jim Casey and how one person could influence a company as large as UPS for over 100 years. Great book for all managers or managers in training.

Reviewed in the United States on June 2, 2017

Verified Purchase

A great portrayal of how a business should operate. Very worthwhile for any reader interested in people with character and business.

Helpful

Lehigh History Student

Great book on UPS but a little disorganized

Reviewed in the United States on November 21, 2007

Verified Purchase

This book provides a very close and insightful look at the development and current operations of UPS. The author is intimately acquainted with the company and uses that knowledge to give one of the best overviews of the company to date. From the early days with founder Jim Casey to the expansion of the air service all the way to current models. I was a little disappointed to not see more related to the advent of UPS stores but otherwise there is little I could imagine not covered here. One of the problems with the book is that the author gets caught up in the details and the chapters do not flow well together. It is hard to sometimes keep track of the topics since the author jumps around while not remaining chronological. Despite these organization issues this is still an invaluable book to understanding how UPS developed and a general look at some of the issues facing supply chain managers today. Very interesting read!

2 people found this helpful

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