L.L. Bean, The Making of an American Icon

link to this entry | January 8th, 2007

“L.L. Bean, The Making of an American Icon”
Leon Gorman, Harvard Business School Press, Boston, 2006

No one will ever admit that operational branding is easy, because it is not.

What I really like about this book is Leon Gorman’s straight talking, open narrative about the highs and lows of being the curator of one of this country’s most respected and admired brands.

Throughout the narrative, he includes the innermost thoughts of his senior leadership team in an effort to illustrate the true challenges of honoring the brand legacy he inherited, by living it in every phase of the business.

Leon Gorman’s ability to bare his soul, exposing his own weaknesses, second thoughts and deepest concerns about this inherited legacy, are truly inspiring.

Perhaps Bob Peixotto, SVP and COO, says it best:

“ For me as an employee I’ve loved L.L. Bean because it hasn’t been about making a buck. We made money and that was great. But it’s been about creating a social institution that could become something you could be very proud to be associated with.” (p. 178)

Another quote from David Garvin, HBS Professor and author of Managing Quality, states:

“…the first thing (Leon) did, was he stayed true to the vision, the second is that he knew how to enact that brand of values into product service. There is a perfect alignment between what the company stands for and what it has historically delivered for this product and service. Third, he built an extraordinary organization and management machinery. And then he attracted some very talented people.” (p. 274)

L.L. Bean has endured and will continue to endure as long as those entrusted with its leadership keep the spirit and values of L.L. Bean alive both in themselves and across the organization. This belief was a source of Gorman’s inner strength, providing him with the ability to make it through the difficult times when others would have changed course or been tempted to give up.

Entry Filed under: Recommended Reading