Big Brown: The Untold Story of UPS

Although its brown vans are on every block and its delivery service reaches more than 200 countries, UPS is among the world’s most underestimated and misunderstood companies.

For the first time, a UPS “lifer” tells the behind-the-scenes story of how a small messenger service became a business giant. Big Brown reveals the remarkable 100-year history of UPS and the life of its founder Jim Casey—one of the greatest unknown capitalists of the twentieth century. Casey pursued a Spartan business philosophy that emphasized military discipline, drab uniforms, and reliability over flash—a model that is still reflected in UPS culture today.

Big Brown examines all the seeming paradoxes about UPS: from its traditional management style and strict policies coupled with high employee loyalty and strong labor relations; from its historical “anti-marketing” bias (why brown?) to its sterling brand loyalty and reputation for quality.

About the Author

Greg Niemann holds a B.A. in journalism from Cal State University, Los Angeles, and was a publications editor with United Parcel Service before he retired in January 1995 with over thirty-four years service. He has personally known every UPS CEO from founder Jim Casey to today's Mike Eskew.

He was president of both the Los Angeles and Orange County chapters of the International Association of Business Communicators and was named Communicator of the Year by that organization. He has also served on the Board of Directors of the Outdoor Writers Association of California.

He contributes regularly to several publications and is presently on the staff of the San Clemente Journal.

Niemann's Baja California books (Baja Fever, published by Mountain N' Air Books of La Crescenta, and Baja Legends, published by Sunbelt Publications of San Diego) are very popular in Southern California and Mexico. Baja Legends also won an award from the Outdoor Writers Association of California.

His historical book, Palm Springs Legends: Creation of a Desert Oasis, published by Sunbelt Publications, has been a best-seller at several Southern California bookstores.

Niemann worked for UPS as a teenager in 1957–58, spent two years in the U.S. Army, and returned in 1961 as a delivery driver in Hollywood, California. Getting his education at night, he was promoted into management in Los Angeles, where he edited the company magazine, the Big Idea, in Southern California for years and later coordinated the editing of numerous company publications as the West Coast manager of the Corporate Communications department.