The Pursuit of Something Better by Dave Esler and Myra Kruger

About the Book:

The Pursuit of Something Better 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.

Even more impressive is how this transformation took place. U.S. Cellular focused on the “soft stuff” so often discredited by conventional business wisdom; values and heart; inspirational and empowering leadership; motivation by values, not fear; ethics and integrity and an insistence on always doing the right thing. Most of all, U.S. Cellular thrived by obsessively putting the customer, and the quality of the customer experience, first.

The Pursuit of Something Better is also the story of Jack Rooney, the unconventional CEO who had the vision to see the limitations of the traditional business model a decade before it imploded, and the courage to replace it with something much, much better.

About the Authors:

Dave Esler and Myra Kruger combined their 30 years of corporate communications, human resources, and consulting experience as Esler Kruger Associates in 1987. Their consulting firm focuses on culture change, organizational surveys, and executive counsel on effective leadership. They are based in Highland Park, Illinois and can be reached at

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