I’ve spent my share of time reading many books both past and present that supposedly tell us how to build the perfect company, using cutting edge management disciplines, CRM, marketing magic, and the latest in social networking.

The most “successful” companies aren’t making it happen because they just implemented some software, targeted emails, blogs, blips, whips, or whatever. If you are in the industry of hype, that is the last thing you would ever say to a customer. You have a job to do, and so you must. And if you don’t believe your own pitch, you may in the near future.

Let’s face it, the hard work is all about transforming the very nature of how a group of people, AKA the company, think of themselves as individuals, as members of the company, and how they interact with their customers.

I did this over the years, as a participant in corporate America, and for a spell actually started believing much of the hype surrounding the next big thing, written by the hep cats of the boardroom.

Well, first of all, in case you didn’t notice, this is a bad time to listen to most experts, especially when you are paying for their advice. You won’t find many heroes in the business section of your local bookstore. Frankly, I wouldn’t trust most of them to wash my car.

So I started looking for real stories, about real people, who made successful businesses, and did it in a way that didn’t make me wince.

Well I recently found one, and it is pure gold. If you read this book, and “get it”, count yourself fortunate. You may actually still have your moral compass reading true, and it will guide you home, through the troubled waters of this dark night.