Genuine Value: The John Deere Journey: The John Deere Journey

Genuine Value: The John Deere Journey is a magnificent, 286-page, photographically illustrated history and tribute to one of America's most successful and enduring corporations. This is the story of the John Deere contributions to agricultural technology, documented with historical and vintage photos from a John Deere Model A tractor working a field during the Great Depression to today's John Deere high tech, computer-controlled manufacturing line. Of special note is a 42-page timeline describing significant financial and corporate events in the company's history decade-by-decade, and includes a pictorial review of the products of each era. There's even a section which includes the names of every living retiree and employee as of January 1, 2000. Genuine Value will be read and browsed through with enthusiasm by anyone who's life or whose parent's lives where touched by John Deere.

I've been a John Deere man for forty years and have often wondered what farming would have been like if John Deere had not revolutionized the farm machinery industry in 1960. Genuine Value tells the story of that revolution. It is full of great photographs of tractors and farming practices (old and new) like many tractor books, but it is more. It is also a unique look at and tribute to the people and business behind the product lines and factories. I love that it contains the names of all the people who have helped to produce these great products, both current employees and retirees.

The Beetles Anthology may have a great beat, but Genuine Value: The John Deere Journey is easier to dance to. It's a must for anyone who bleeds green (or industrial yellow). Genuine Value takes you on a pictoral journey through 163 years of history of one of America's oldest and most respected companies. Great photos, inspiring prose, the only thing missing is more pics of the company's many construction products. The back-of-the-book listing of the corporation's 63,676 current employees and retirees is a nice tribute to the many men and women who have and continue to delver genuine value to hundreds of thousands of Deere customers worldwide.

It's ironic that in this time of e-commerce, when companies skyrocket to success and, often times, failure in a matter of months - Deere & Company, one of the oldest companies in America, continues to thrive. Genuine Value takes the reader through the history of this fine company, beginning with fictional memoirs of John Deere, and ending with the names of employees and living retirees who have helped to make the company great. It is through this journey that one learns about the core values that have allowed the company to endure a variety of economic conditions, while continuing to adapt and grow. These steadfast values are the cornerstone which ensure continued success and longevity in an ever-changing world.