The Pursuit of Something Better: A Company's Transformation

Joining us today is Dave Esler and Myra Kruger, authors of The Pursuit of Something Better. Their book tells the story of the transformation of U.S. Cellular from a thoroughly ordinary company—ranked eighth in its industry and in danger of extinction—into an organization that is loved by employees and customers alike, and a proven winner by every measure. We´ll talk to them about the book, why you should read it, and what the future holds.

Thank you for joining us today, Dave and Myra. It is a pleasure to have you with us.

How long have you known each other? And what made you decide to collaborate on a book?

We have known each other for almost 30 years.

The success story of this company was so compelling that it deserved a wider audience; if more leaders and their employees shared these common value and goals, there would be far less strife in the American work place, and much greater productivity. Perhaps most importantly, the real success story in this company is how it developed young people entering the work force into value-driven citizens in their homes and their communities.

Tell us a little about The Pursuit of Something Better.

It is two stories. The first is that of Jack Rooney, the CEO of U.S. Cellular who has defied all odds and executed his dream of running a company with thousands of employees who care about its success as much as he does; who share a common goal; who are willing to sacrifice their own comforts and rewards to protect what they have built.

The second is the story of how that was accomplished: the failures, the backtracking, the progress and the heroes who emerged along the journey.

Where did you find the inspiration for this story?

By being fortunate to be part of the process through the culture surveys US Cellular uses to measure its progress. We wrote The Pursuit of Something Better out of the conviction that after four decades of looking, there really is a better way to achieve results than the traditional business model. Many have tried to find it, with little success. We occasionally sighted that rare organization or that unusual leader who understood that most of the employees in their organizations were alienated from their enterprises, and that there was tremendous untapped commitment and creativity being left on the table. We found just enough of them to keep us on the search.

Then we met Jack Rooney and had the wonderful opportunity to engage with him in a real change process. He understood that engaging his employees meant he had to deal with their hearts as well as their minds and bodies. The results he achieved in three organizations, but predominantly in U.S. Cellular, is an incredible story that should be known throughout the corporate world.

Who needs to read this book and why?

Anyone interested in effective leadership, the value of ethics in the work place, or the development of fully engaged employees. It also has tremendous lessons for helping young people find meaning in work and finding employers who treat them respectfully and grow them into better people.

Who is Jack Rooney and why did you write about his accomplishments?

Jack Rooney is a native south-side Chicagoan, who earned his stripes in a number of corporate positions in finance and executive management. He worked at the Federal Reserve Bank in Chicago, the Pullman Corporation, Firestone and Ameritech (now AT&T).

He is a unique corporate leader: he is humble, self-effacing, visionary and always focused on the good of his people, instead of himself.

What is it that makes Rooney such an effective leader?

His ability to visualize something better than he has experienced for 35 years as a corporate executive and his bulldog-like tenacity to see it through.

We´re living in tough economic times. How can businesses leverage themselves so they stand out above their competitors?

By putting all their efforts into putting their customers first and building so much loyalty in doing so that their customers become members engaged in their success, not their temporary revenue streams. That can only happen if they find a way to their employees´ hearts and commitment to their goals.

Has your own business changed as a result of writing the book?

We are just busier, but having the same wonderful fun we always have had.

Where can readers purchase a copy The Pursuit of Something Better?

Amazon.com, bookstore soon, our own website: www.eslerkruger.com.

What is up next for you?

Continuing our interesting consulting work and perhaps another book soon.

Thank you for spending time with us today. I wish you continued success.