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The Outsiders: Eight Unconventional CEOs and Their Radically Rational Blueprint for Success

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”It is impossible to produce superior performance unless you do something different.” — John Templeton

What makes a successful CEO? Most people call to mind a familiar definition: a seasoned manager with deep industry expertise. Others might point to the qualities of today’s so-called celebrity CEOs—charisma, virtuoso communication skills, and a confident management style. But what really matters when you run an organization? What is the hallmark of exceptional CEO performance? Quite simply, it is the returns for the shareholders of that company over the long term.

In this refreshing, counterintuitive book, author Will Thorndike brings to bear the analytical wisdom of a successful career in investing, closely evaluating the performance of companies and their leaders. You will meet eight individualistic CEOs whose firms’ average returns outperformed the S&P 500 by a factor of twenty—in other words, an investment of $10,000 with each of these CEOs, on average, would have been worth over $1.5 million twenty-five years later. You may not know all their names, but you will recognize their companies: General Cinema, Ralston Purina, The Washington Post Company, Berkshire Hathaway, General Dynamics, Capital Cities Broadcasting, TCI, and Teledyne. In The Outsiders, you’ll learn the traits and methods—striking for their consistency and relentless rationality—that helped these unique leaders achieve such exceptional performance.

Humble, unassuming, and often frugal, these "outsiders” shunned Wall Street and the press, and shied away from the hottest new management trends. Instead, they shared specific traits that put them and the companies they led on winning trajectories: a laser-sharp focus on per share value as opposed to earnings or sales growth; an exceptional talent for allocating capital and human resources; and the belief that cash flow, not reported earnings, determines a company’s long-term value.

Drawing on years of research and experience, Thorndike tells eye-opening stories, extracting lessons and revealing a compelling alternative model for anyone interested in leading a company or investing in one—and reaping extraordinary returns.

251 pages, Hardcover

First published January 1, 2012

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William N. Thorndike Jr.

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Displaying 1 - 30 of 633 reviews
94 reviews7 followers
January 11, 2016
The Outsiders is about 8 CEOs who have enjoyed far better returns on company stock than their peers or the market due to their ability to allocate both financial and human capital.I really liked this book because capital allocation rarely gets talked about at the C-suite level from my experience. Most of the CEO's I interact with don't have financial or CFO backgrounds, rising through the sales or operations ranks. The result of which is a big disconnect between owners and operators on capital decisions, which as the book demonstrates, have a large impact on returns.

This book focuses on large public companies and the unconventional approaches to generating shareholder returns via share buybacks, divestitures, and equity and debt offerings. These CEO's have the luxury of hiring capable operators and divisional vice presidents who have complete autonomy to run the business for cash flow, freeing up the CEO's to make optimal allocation decisions. At the public company level, it is easier to attract talented operators to run the business. However, for most middle market companies, CEO's are so in the weeds with day to day events, that they cannot take a step back and think strategically. This is not a criticism, merely a result of smaller businesses with lesser budgets to spend on personnel. The CEO's in this book deserve a lot of credit for their success and wise capital decisions, but I think their ability to delegate responsibility and be content to not micromanage is a bigger piece of their success. At the end of the day, optimal financial capital allocation decisions are just math. More of the credit should go to the second layer of managers and the decentralization of org charts by the CEO's.

Really great book, clearly written with 8 great stories.
Profile Image for Jason Schmidt.
38 reviews4 followers
April 20, 2018
Extremely repetitive. Every CEO made strategic acquisitions and bought back stock when the price multiple made sense. There thats the whole book. The book also glorifies things like excessively slashing worker pay to increase return to shareholders. For a much better read check out Makers and Takers: The Rise of Finance and the Fall of American Business by Rana Foroohar.
Profile Image for Jason Sun.
32 reviews9 followers
September 4, 2019
"Lessons from 8 great CEOs"

I think the mix of stories and principles the CEOs blended together are good. Having 8 CEOs makes it interesting because there's a variety to look at. I do think there's a bit glossed over, but still a positive read for learning.

Here are my notes:

- Greedy when others are fearful
- Investing in the right things in big ways, cut costs everywhere else
- Funding acquisitions with debt
- Think fast and slow: fast with your initial gut-reaction, slow with your analysis
- Concentration can decrease risk
- Always do the math: data driven decisions
- Reinvest your earnings to snowball income, sheltered from tax
- Determine the hurdle rate (minimum acceptable returns for investment) and calculate & rank investments by returns and risk, use conservative assumptions
- Money allocation should be owner led, not delegated.
Profile Image for Bob.
12 reviews3 followers
May 4, 2017
It was a well written book, with interesting stories. But as a CEO I do not agree that the entire success of such ginormous organizations have been purely because of their CEOs and how they managed cashflow, decentralized their organization and made smart capital allocations. Business is way more complex than what this book makes it seems like. There numerous internal and external factors that can move the pendulum in different direction.

Although there were interesting patterns in behaviour I don't think there was any proof that this was the reason for success for these organization and in fact I don't think I actually learned anything that I could comfortably apply to my own business.

Needless to say it was an enjoyable read and a well written business book and biography of 8 celebrity CEOs :)
Profile Image for Saurabh Shankar.
6 reviews5 followers
April 6, 2016
Its a great book focusing on some live examples of CEO's who have created value for shareholders.

The last chapter "radical rationality" in itself is worth the price of book. Some of the key pointers of this chapter and book.

1. Always do the math- not the detailed spreadsheet one but a simple one pager telling what are the assumptions made and basis that what are the returns expected from the project. The quality of assumptions tells how good or bad this decision is
2. Intense focus on value per share- While a lot of people focus on "value" very few do on denominator. "Mental Model"- companies who buy back when prices are low
3.Independent Thinking- hardly employ investment bankers or a large team on capital allocation decisions
4.Charisma is overrated, though i think Buffet with his one-liners has his own
5.Crocodile like temperament
6. Probably the most important point for me- Consistent Application of Rational and Analytical approach to decisions large and small
7.Long Term Focus- Eschewing short term gains for long term investments.

Other common themes
- all of them focused on cash flow and not earnings
- none of them had fancy offices or corporate HQ's ( mental model)


Profile Image for Aaron Schlafly.
36 reviews7 followers
May 27, 2015
A better description would be "Eight unconventional CEOs who used share buy-backs to leverage up returns while staying focussed and riding a wave of good luck." I'm not sure it is the best or most useful advice to leaders of companies.

The corporate histories are at least interesting, as they come from various times over the past few decades.
Profile Image for Nicolene Murdoch.
152 reviews3 followers
March 14, 2019
I enjoyed the chapters on Warren Buffett and Katharine Graham the most. I learnt more about Buffett’s interesting approaches to corporate governance. Katharine became CEO following the suicide of her husband. She was inexperienced but she trusted her gut. The movie “The Post” only touches on a small part of her multiple achievements. She did it all with poise, class and style. I also got confirmation again that introverts make good CEOs!
Profile Image for Santhosh Guru.
164 reviews50 followers
September 14, 2020
A clear and crisply written book about eight great CEOs and their skilful capital allocation technique. This book is a good introduction to a completely alien concept and a new framework on growing business.
Profile Image for Christian Lyman.
26 reviews1 follower
July 27, 2021
This book can be summed up as the following:

Jack Welch = Virgin
Warren Buffett = Chad
37 reviews1 follower
August 9, 2023
This book was okay but hard to get too excited about. The chapters were very repetitive — they covered different CEOs in different periods of time but used the exact same narrative arc for each. Some of the stuff the author points out about the CEOs seems unrelated to their performance — couldn’t a charismatic CEO or even (gasp) an Insider do all the capital allocation stuff properly? But most of the other traits seemed relevant and were interesting (decentralized organization, delegate operations and focus on capital allocation, evaluate all investments by return, etc).
Profile Image for Jan Kolmas.
32 reviews7 followers
June 23, 2020
Did not finish, after the third chapter it got all boringly repetitive - inexperienced person is put in charge of a large slow company, sells non-profitable assets, acquires profitable assets, makes millions.

As a startup founder, I was hoping to learn something about being a successful CEO, but the the book is all about managing huge companies, and the takeaway messages about acquisitions and buying back shares don't apply at all.

It seems that the author is a fanboy of Warren Buffet, who is always intermingled in the stories of the profiled CEOs before having a chapter of his own. I have nothing against him and he undoubtedly has great talent, it was just tiring to have him pop up in each chapter.

The measure of success as presented by this book is solely financial value per share. I found the lack of vision and creating real value for society beyond maximizing financial returns for shareholders apalling, and scoffed at these praise of how these genius CEOs avoided taxes and smashed worker strikes.
Profile Image for Zahedul.
96 reviews10 followers
July 1, 2016
A crisp but brilliant book on the work and achievements of 8 unconventional CEOs, representing companies which have achieved exceptional financial success under their tutelage. All these CEOs came from diverse backgrounds, bringing unique perspectives and views befitting an outsider. However, these CEOs have things in common, which set them apart from the rest. All these luminaries personally supervised capital allocation decisions, made smart acquisition and divestment decisions, decentralized management by empowering executives, focused on cash flow instead of earnings and regularly bought back their own shares. All of them had a deeply analytical mindset and strategic vision for positioning their organizations for the long run. Although the book became slightly repetitive in the middle, but nonetheless, it’s worth a shot.
19 reviews
June 18, 2022
A brilliant book describing some of the best business leaders of the last half century. Despite peer pressure and other challenges, they excelled in resource allocation and rational analytical decision making.
Profile Image for Adam Bratt.
22 reviews
June 10, 2015
Great overview of some amazing CEOs you've never heard of who embraced contrarian viewpoints and completely demolished benchmark returns by focusing on allocating capital.
Profile Image for Nate Burggraf.
23 reviews
November 23, 2023
My brain is expanding!! that said I’m on a flight to Miami where I will 100% undo all of this learning
Profile Image for Diego Gomes.
16 reviews
August 12, 2020
The bible for CEOs

This is by far my favorite book on managing a business. as a first time ceo, the outsiders provides powerful guidelines for those who dream to beat the markets and build a legacy, while fostering shareholder happyness ;)
21 reviews1 follower
January 16, 2020
Good book. The author emphasises the similarities of CEOs that have performed brilliantly in the past.

Some key points I picked out:

1. Good CEOs are differentiated by temperament, not by intelligence. Warren buffet talks about institutional imperative, and the need to be greedy when others are fearful, fearful when others are greedy.
2. It is impossible to produce superior performance unless you do something different - John Templeton.
3. The role of a CEO should be less operational, more like an investor. A CEO should be judged based on his capital allocation abilities and not based merely on size. The best capital allocation are practical, opportunistic and flexible, not bound by ideology or strategy. There are times where buybacks are the best investment for the company if it trades at a discount. Or when shrinking makes sense if trading at an excessive premium.
4. The power of decentralising operational aspects but centralising capital allocation.
5. You are right not because others agree with you, but because your facts and reasoning are sound

I appreciate the effort the author have took to point out the similarities with these outstanding CEOs and compiled it as a blueprint. His metric to evaluate CEO performance is using shareholder returns.

However, it is also important to note how there are CEOs who do not follow this blueprint which I wished the author would have mentioned like Jeff Bezos and many others (even those running private companies).
Profile Image for Pavel Annenkov.
443 reviews123 followers
August 14, 2018
О чем книга в целом. 8 историй бизнеса и работы выдающихся гендиректоров американских компаний. Критерием их отбора для книги были результаты их работы, которые на протяжении десятилетий в разы превосходили рост рынка. Автор выяснил, что всех их объединяет несколько принципов ведения дел и подробно с примерами описывает каждый из них.

Главный вывод из книги. Все люди изначально склонны делать то, что делают все. Это относится и к бизнесу. У нас перед глазами всегда одни и те же подходы управления от звездных предпринимателей и гендиректоров, которые привели свои компании к успеху на основе всем известных принципов. О них пишут книги и статьи в журналах типа Forbes. Но по настоящему выдающихся результатов в бизнесе часто достигают непубличные, сконцетрированные на своем деле предприниматели, которые разработали свой собственный понятный и простой подход к делам. В результате именно этот нетрадиционный подход привел их к успеху. Надо уметь отстраиваться от шума и ненужной суеты, чтобы в спокойной обстановке докапываться до истиных причин, влияющих на результаты моего бизнеса.
Profile Image for Claire.
432 reviews38 followers
March 25, 2014
If you want to run your own business, be a CEO, or get some ideas of what you should look for in CEOs of companies you want to invest in, you should read this book.

The eight CEOs Thorndike profiles all excelled in capital allocation, i.e., they knew what to do with the money their companies had.

Sounds simple enough, right? There's no simple template, however, as different circumstances yield different best moves.

He compares each CEO's returns to the results of his/her peers as well as the S&P 500 during their respective reigns. The CEOs all beat their peers by a wide margin and trounced the S&P 500.

Those are great skills to have and understand. This book will give you a leg up.
Profile Image for Christian.
31 reviews5 followers
June 20, 2020
This was a well written book. It was a great experience of having to read about business leaders (read CEOs) and their various iconoclastic ways of handling things. This book highlighted some historical background checks on some of the world business leading firms and the faces behind the brands. As for some of the lessons, I think the explanations on the understanding of capital allocation and thinking carefully about how to best deploy company’s resources to create value for shareholders was fantastic. This is a good read for business owners and enthusiasts alike in which I’d highly recommend.
Profile Image for Matthew.
57 reviews15 followers
July 17, 2017
Looking to build and lead enterprises at scale? This book is a must read.

Any book that changes the way you think, even just around the edges, should be cherished. This one goes further than that.
Profile Image for Asif.
126 reviews34 followers
March 18, 2017
Reread this gem of a book. This time took extensive notes.
Profile Image for Sarah.
214 reviews
May 15, 2022
I liked the chapters about The Washington Post, Ralston Purina, and Berkshire Hathaway the best!

The metric you should use to evaluate great CEOs is not overall growth in revenues & profits (which would limit your results to only CEOs of big companies) but instead the increase in the company’s per share value relative to the return over the same period for peer companies and the broader market. CEOs need to do two things well to be successful: run their operations efficiently and deploy their cash. Most focus on managing operations, but the CEOs in this book focused on the latter.

These CEOs shared similar profiles: frugal, humble, analytical, understated, devoted to their families. They placed less emphasis on charismatic leadership and more on careful deployment of the firm resources. On average, these CEOs outperformed the S&P 500 by over twenty times and their peers by over seven times. When their stock was cheap, they bought it and when it was expensive, they used it to buy other companies or raise inexpensive capital to fund future growth… this systematic, methodical blend of low buying and high selling produced exceptional returns for shareholders.

Two comments about this book & Jim Collins’ Good to Great:
1) Both show that a Level-5 humble (but driven) leader is the best kind
2) Good to Great encourages a hedgehog concept for businesses (stick with your core values & competencies) but this book says that successful CEOs are not hedgehogs (who know one thing very well) but foxes, who know many things
Profile Image for Punit.
5 reviews23 followers
June 30, 2019
This non-fiction book cannot simply be classified in a single sub-genre. Author analyses and develops an analogy about workings of 8 frugal, humble, analytical, rational, pragmatic, cognoscenti, iconoclastic, idiosyncratic, unbiased, clear-eyed, highly understated, highly unconventional yet equally lucky CEOs.

The book goes deep in the field of financial management (stock offerings, buybacks, free cash flows, debt servicing, LBOs, capital allocation-which is one of the least discussed things yet one of the most important in finance, employees stock options and so on). Other fields include psychology (decision-making, heuristics, rationality, mob mentality and so on), strategic management (mergers & acquisitions strategies, liquidation strategy, product portfolios and so on), cost management (shut down points, performance evaluation techniques and so on) and few others. However, it requires a basic understanding of accounting and finance to comprehend all the ideas given the lucid language of the book.

The book gives an insight about various business models, challenges faced by such businesses under particular economic conditions, norms for those businesses in 20th century, how the norms were challenged by ‘the 8 CEOs’, how the norms have changed over a period of time, how CEOs are commonly approached by Wall Street and so on. It is an interesting and equally informative book.

The author has closely analyzed how the CEOs maneuvered their companies excellently even during bad times and what were their insights for following a particular path. Comparison of stock returns and other success measures with graphs and tables made things a bit simpler to understand.

Thoroughly enjoyed reading the book.

Happy reading!
April 11, 2018
Great book summarising the iconoclastic approach of a number of successful business leaders, using engaging case studies. They were typically first time CEOs with little prior managerial experience, focused on capital allocation rather than operations management or external communication, optimised long-term value per share rather than growth, focused on margins, returns and free cash flow rather than revenue and net income, and had a long-term orientation. They disdained dividends, made disciplined (occasionally large) acquisitions, used leverage selectively, bought back a lot of stock, minimised taxes and ran decentralised organisations. Also share an interesting set of personal characteristics: generally frugal, humble, analytical and understated and did not relish the outward-facing part of the CEO role. Their advantage relative to their peers was one of temperament, not intellect. Relies on the compound annual return to shareholders and return over the same period for peer companies and the broader market as benchmarks.
Profile Image for Koit.
718 reviews44 followers
July 21, 2019
I think this work is primarily interesting because of the emphasis it places on the selected eight leaders doing things that others did not think of and succeeding because of that. To be precise, this must not be read as the validation of doing whatever the rest of the people in the group think, but rather as proof that if one has an idea which seems obvious and provably good, the absence of others doing this shouldn’t deter one.

My main problem with this book was that it was superficial. It rarely went into delineating the exact points of thought, insofar as possible, to note the positives/negatives of the various points. Also, some idea of the internal resistance that these guys had to overcome would have been helpful. As it is right now, the book more recited that X, Y, and Z happened. This makes the companies sound very similar despite the incredibly different industries which are covered here.

With the above in mind, I would regard this as a very good introduction into these people while a more detailed biography of any of these people would probably be more insightful. At the same time, the broad coverage is a benefit to prevent one from falling into the trap of “A works with B and not C”, so perhaps this is a natural stepping stone on the path to reading about the eight CEOs in more detail.

This review was originally posted on my blog.
Profile Image for Andre Kubota.
29 reviews1 follower
March 26, 2019
Livro é baseado em empresas que performaram melhor que o indice e seus peers em relação a retorno e foco em EPS. Interessante que maioria das empresas e CEOs não são as "mais conhecidas".
Muitos dos CEOs destas empresas não vieram de um background forte de operações/vendas, mas sim de finanças. Tais CEOs tem uma visão muito forte na alocação dos recursos (quase uma visão de fundo de private equity).
Grandes diferenciais:
- Recompra de ações (mais eficiente fiscalmente que dividendos - pelo menos nos EUA)
- Venda de ativos
- Poucos M&As, mas relativamente transformacionais e em momentos favoráveis (modelo precisa ser simples o suficiente para qualquer um entender de onde vem o retorno)
- descentralização das decisões / maior autonomia para as pontas
39 reviews
May 7, 2021
Phenomenal book on the methods used by CEO's who have provided the greatest returns for shareholders over long periods of time. They all follow very similar approaches to managing their businesses: they have a very decentralised business structure and focus on capital allocation rather than operations. In capital allocation they almost all bought back huge amounts of shares when they could be bought cheap, they waited for long periods of time for opportunities, and when great opportunities came they acted quickly, didn't bother with diversification and made large acquisitions. They funded their acquisitions through debt, stock issuance, cash flow, float and sale of assets.
Profile Image for Jan.
12 reviews
April 22, 2019
Even though I don’t have a strong background in finances, investment strategies and stock market, moreover I don’t run a big corporate either I found this book really interesting.

It’s about CEOs from previous century who share the same pattern for companies management which made them extremely successful. At the same time, I don’t think it is just that simple and there were also other factors about those super successful companies which are not mentioned in the book and they were not only because of their great CEOs.
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