WHAT WOULD THE BOSS DO?

Roth distills his lifetime of business experiences in this self-help handbook.

Eschewing the no-nonsense, straight-to-the-facts approach that defines the business coaching genre, the author opens this volume with an extended conversation between himself and a feisty young neighbor named Mali. Writing in a novel-like style rife with extended dialogue, playful banter, and scene-setting, Roth uses Mali as a stand-in for readers as he regales her with stories from his 40 years in business and offers her leadership advice as the two sit on his front porch and visit various other locations. (Later, readers find Roth and Mali ordering their favorite drinks in a Starbucks, which provides the venue for the author to describe the business model of Howard Schultz, who built the company’s coffee empire.) Largely drawing from real-world examples from corporate America, Roth aims to inspire would-be entrepreneurs with models to emulate, such as the author’s beloved Harley-Davidson, Inc., a company that doesn’t just sell motorcycles, but “freedom” and “adventure.” Similarly, he argues, Southwest Airlines “doesn’t sell air travel—it sells time,” as its business model sought to challenge not only other low-cost carriers but also Greyhound bussing services and other ground transportation. Building on his own four decades of experience with business management, which includes running his own multimillion dollar lighting company, the author shares his own personal successes and failures, admitting that early in his career he “tried every get-rich-quick scheme I could find.” The work’s vignettes include his takeover of a recording studio in the early 1990s and his meeting with his first clients: Sharon and Ozzy Osbourne. (“Ozzy was quiet, mild-mannered, relaxed—nothing like his persona of the wild and crazy…rock star,” he reflects.)

Corporate success stories abound in the genre; what makes this work stand out is Roth’s challenge to Mali (and readers) to reconceptualize their relationship with work and money. A millionaire by his 40s, the author doesn’t shy away from the perks that come with financial success, writing, “I flew first class everywhere I went…I stayed in four-star hotels and ate only in the best restaurants” while also emphasizing that “Money is simply one of many yardsticks used to measure how well you did.” Central to the book’s underlying premise is the idea that one should find a “job you don’t need a vacation from” that provides personal fulfillment. It’s a refreshing approach that runs counter to the cutthroat narrative that often drives corporate culture—the author similarly emphasizes the importance of making both customers and employees happy. He argues that “unhealthy competition and unethical behavior” may yield short-term results but do not build sustainable business strategies. While the book contains a myriad of inspirational quotes from CEOs and business leaders, and casually references dozens of books in Roth’s conversations with Mali, it lacks formal citations, which may disappoint the more academically-inclined reader. The dialogue, while engaging, often trails off into tangents, which, while reflective of human conversation, makes for a disorganized read. And while the book is relentlessly positive and never mean-spirited or overtly political, it contains a few passages that may raise eyebrows, from an ode to the late Charlie Kirk to the author’s observation that a diverse neighborhood featured “every shade on the affirmative action color wheel.”

An often useful, if meandering, guide to the qualities that make a successful business.