The Pursuit of Something Better

In The Pursuit of Something Better, authors Dave Esler and Myra Kruger tell the story of U.S. Cellular’s revolutionary transformation under the leadership of CEO Jack Rooney. Rooney’s instrument of change was the Dynamic Organization, a customer-focused strategy that held the company to unprecedented standards of service and ethics. Through a commitment to the customer, an insistence on leadership through inspiration, and a drive toward an enjoyable work environment, the principles of the DO elevated U.S. Cellular from an unremarkable “follower” to a leader in business ethics and customer service.