"L.L.Bean is much more than a folksy, friendly, direct-mail retailer. It is an extraordinary corporate success story, with powerful lessons for managers about strategic positioning, marketing and brand, organizational culture and values, and the challenges of explosive growth. As the leader of L.L.Bean for over thirty years, Leon Gorman guided and shaped the company as it rose to prominence, and he tells the story with simplicity, charm, and grace. It is a compelling saga."- David A. Garvin, C. Roland Christensen Professor of Business Administration, Harvard Business School"An incredible story about an outdoor industry icon, L.L.Bean, that became - under the guidance of Leon Gorman - a national treasure. L. L. would be proud to know his grandson, Leon, is still enabling millions of people to enjoy the great outdoors in comfort."- Jim Whittaker, first American to climb Mt. Everest and former President and CEO of REI"This book tells a compelling business story about the challenges and milestones along the way to building a venerable American company. Yet it is more than the usual business book. Leon Gorman tells this story with his characteristic charm, wit, and self-effacing humor, making it a delightful read for any audience. I enjoyed it immensely!"- Senator George J. Mitchell"The story of L.L.Bean teaches us the value of tradition, artfully combined with a clear strategic vision and purpose and an unwavering respect for every stakeholder. These lessons are enduring - just like the company. L.L.Bean is one of a kind and so is this book."- Elaine Rosen, former President, Unum Life Insurance Company of America"Thanks to Leon's clear voice and strong writing, the story of L.L.Bean and Leon's own remarkable role in the firm are told well and interestingly. I give my former student an A+."- Roy Greason, President Emeritus, Bowdoin CollegeGorman, Leon is the author of 'L. L. Bean The Making of an American Icon', published 2006 under ISBN 9781578511839 and ISBN 1578511836.