A View from Beneath the Dancing Elephant: Rediscovering IBM's

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A View from Beneath the Dancing Elephant: Rediscovering IBM's Corporate Constitution

Many IBMers see Louis V. Gerstner as the savior of their companyâ€”indeed, Gerstner sees himself that way. Who Says Elephants Canâ€™t Dance? expresses this perspective quite well. What Gerstner never realized is that much of his success came from accidentally tapping into an eighty-year-old culture that he never understood. IBMâ€™s founders, the Watsons, created this culture in the 1910s, and then codified it in the 1950s with the creation of three Basic Beliefs: Respect, Service and Excellence.

But todayâ€™s IBM has lost its culture, its constitution and its way. Surely a century-old corporation is more than its founding words; but great leaders do not seek to abolish a peopleâ€™s constitution, rather they seek a return to its original intent.

This book captures how that change occurredâ€”a view from beneath the dancing elephant.

A View from Beneath the Dancing Elephant: Rediscovering IBM's Corporate Constitution