Small Giants

About the Author

Bo Burlingham is a seasoned journalist and editor at large at Inc. magazine. With a career spanning multiple notable publications including Esquire, Harper's, Mother Jones, and The Boston Globe, Burlingham has established himself as a thought leader in the business world. He co-authored influential works such as The Great Game of Business and A Stake in the Outcome with Jack Stack, demonstrating his deep understanding of business dynamics and entrepreneurship. In Small Giants, Burlingham delves into the unique ethos of companies that prioritize greatness over sheer size, offering readers a refreshing perspective on business success.

Main Idea

The central theme of Small Giants revolves around the notion that some businesses choose to prioritize being exceptional rather than expanding endlessly. These companies focus on excellence, creating rewarding work environments, providing outstanding customer service, contributing meaningfully to their communities, and leading fulfilling lives. Burlingham explores 14 such remarkable privately held companies across various industries in the United States, uncovering the "mojo" that sets them apart and the valuable lessons they offer.

Table of Contents

• Introduction
• Free to Choose
• Who's in Charge Here?
• The Mona Lisa Principle
• Ties That Bind
• A Culture of Intimacy
• Galt's Gulch
• Pass It On
• The Art of Business

Introduction

There is a palpable excitement that surrounds certain companies when they are in their prime—an energy that is difficult to define but impossible to ignore. This "buzz" or "mojo" is what sets these companies apart and enables them to create profound connections with their markets, communities, and employees. Burlingham introduces readers to this concept through the lens of companies like Apple, Fidelity Investments, and Ben & Jerry's, which, at their peak, radiated a unique sense of purpose and direction.

Gary Erickson of Clif Bar articulates this quality as "mojo," an elusive but essential attribute that distinguishes his company from others. As Erickson notes, "Mojo was something about the brand, product, and way of being in the world that was different. I realized that mojo was an elusive quality and needed to be tended carefully." This introduction sets the stage for an in-depth exploration of how various companies create and maintain their mojo.

Free to Choose

Fritz Maytag, the owner and CEO of Anchor Brewing, embodies the principle of choosing quality over quantity. Faced with the decision to expand his successful microbrewery, Maytag chose to remain small and focused. He recognized that, "You could have a small, prestigious, profitable business, and it would be all right." This conscious decision not to grow allowed Anchor Brewing to maintain its authenticity and continue producing high-quality, handcrafted beers.