Driving With No Brakes

In 1985, Alan Lewis's $9 million bid to buy Grand Circle Travel was far higher than the company was worth. But Mr Lewis won. In those days Grand Circle was grossing $27 million/year selling tours to 16,000 members of AARP. And losing $2 million/year in the process. Today it is vastly larger in customers and has been profitable every year since 1987. ***** Grand Circle now includes more than one travel company and an in-house Foundation that funnels money to needy recipients in countries for which the company organizes tours. *****Mr and Mrs Lewis have now released DRIVING WITH NO BRAKES: HOW A BUNCH OF HOOLIGANS BUILT THE BEST TRAVEL COMPANY IN THE WORLD. The Lewises sell tours to destinations only outside the United States. Their sole audience is made up of Americans 50 years or older. Their book seems intended for use in college business schools as a case study in how to create a new kind of corporate culture. Like a religious order, Grand Circle's first concern is the well being of its employees, owners and staff. Second comes the work outside the company: winning and keeping customers. Then profits. Then giving back philanthropically to communities where Grand Circle is active. ***** The Lewises, and their free-wheeling, openly communicating employees (aka "associates") scattered about in many countries, have created visions, mission statements and many punchy, jargon-driven, rah-rah, semi-intoxicated ways of telling what they are all about. One more sober passage that I like gets a lot of this across: "Our associates want career growth, personal growth, income and security, and the sense of belonging to a fun-loving and winning team." ***** The passage continues: "Our travelers want quality, value, a long-term relationship, and unforgettable experiences" (p. 97). The evidence is strong that the Lewises have realized both goals -- and quite a few others, too. They revel in being called "Maniacs on excellence" (p. 72), reminding me of young Steve Jobs's attitude toward early Apple ("insanely great"). ***** This may not be a book for everyone. But Grand Circle Travel has thousands of devoted followers (with fervor approaching that of lay men and women who belong to Third Orders of consecrated Benedictines or Franciscan monks and nuns). And they will devour this off-beat book up. And who can blame them? -OOO-