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

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L.L. Bean: The Making of an American Icon
by Leon Gorman
from Harvard Business School Press

Customer Reviews:

• Avg. Customer Rating: 4.0 / 5.0

• Self serving, but interesting
  Pretty much along the lines of Sam Walton's bio... contains some interesting bits of history, but for the most part it's a "sell job" on what a great company L.L. Bean founded. The only real significant information gleaned from the book was about Bean's "unconditional" guarantee. However, I did not need to spend the cost of a book to find out what they could easily include in the many catalogs they mail out each year. I expected to read a biography of Bean himself and instead was treated to a study of... more info

• Honest and readable
  Although the narrative sometimes gets a little disjointed, overall this is a readable and interesting account of the making of a great American outfitter and brand name. Gorman is quite frank in presenting the difficulties, conflicts, and internal growing pains that led to the company's strong market presence in the fickle retail world of the new millenium. He is honest about his own limitations and contributions, and how much he had to learn in order to grow into the job. For example, he discusses in... more info

• Not to be passed by....
  My Grandfather was an Adirondack Hunting/Fishing guide during the 1930s and 1940s. He had many items in his inventory that came from L.L. Bean. Being curious, I went to Freeport, Maine to visit the store. I was surprised to be there at a book signing. The signing was for "The Making of and American Icon" written by Leon Gorman. I was honored to meet this unbelievable person as well as his wife. Mr. Gorman signed my copy, listened to my short story and off I went. It was a great experience! This book is... more info

• Business primer
  Following military service, the author, grandson of L.L. Bean, (the company's founder), was advised by the placement office at his alma mater, Bowdoin College, to seek employment at L.L. Bean in Freeport. Leon Gorman noticed that in comparison to the catalogs of the thirties, where copy was written by L.L., the catalog in 1959 was a hodgepodge.
  In 1960 L.L. Bean was about ninety and responsible for decisionmaking, but not capable of conducting the business. There were no systems of manufacture or... more info

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