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P&G the Globalization Years: Lessons Learned during Procter & Gamble’s Transformation from an American Exporter to a Global Marketer
Ed Artzt’s personal memoir traces Procter & Gamble’s (P&G) transformation from a U.S.centered business into a truly global enterprise.
Starting in 1975 through his retirement as CEO in 1995, Ed played a major role in P&G’s global expansion, quintupling the global reach of P&G brands from one to five billion consumers and increasing the percentage of P&G's sales outside North America from about ten to well over fifty percent.
He conveys leadership lessons learned with vivid detail which remain highly relevant to leaders today. His oral history and talks reveal his personal approach to training, the development of people, opening up new markets, care for the environment and the importance of diversity in Procter & Gamble’s leadership and society.
His story illuminates concrete lessons from both P&G’s successes and failures which which speak directly to challenges business leaders continue to face today.
Starting in 1975 through his retirement as CEO in 1995, Ed played a major role in P&G’s global expansion, quintupling the global reach of P&G brands from one to five billion consumers and increasing the percentage of P&G's sales outside North America from about ten to well over fifty percent.
He conveys leadership lessons learned with vivid detail which remain highly relevant to leaders today. His oral history and talks reveal his personal approach to training, the development of people, opening up new markets, care for the environment and the importance of diversity in Procter & Gamble’s leadership and society.
His story illuminates concrete lessons from both P&G’s successes and failures which which speak directly to challenges business leaders continue to face today.
249 pages, Kindle Edition
Published February 2, 2023
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May 31, 2023
Edwin on Edwin
The first Edwin is me – an ex-P&Ger who had served in various brand-building roles in Asia and whose last assignment there was a global brand management role of new innovations for BRIC and other emerging markets. I served the Company between 2005 and 2014.
The second Edwin is the late Edwin L. Artzt (1930-2023), former Chairman and CEO of P&G. He served P&G for 41 years between 1953 to 1995.
A career P&Ger, he had had the good fortune of having worked with directly or indirectly as well as observed, understood, internalised and at times be involved in key strategic choices made by the line-up of his great predecessors; from Richard Deupree to Neil McElroy, Howard Morgens, Edward Harness and finally John Smale. These men (as well as many others quoted in this book who served across different roles in the Company) represented the finest breeds of P&Gers – they were the first men outside of the founding families of the Company to have ever led it – and were instrumental in the growth and expansion of P&G within the United States and beyond, post WWII!
When Edwin Artzt was promoted to lead the Company in 1990, he had already proven his mettle having directly or indirectly been involved in various key decisions by the company to expand its footprints across the globe.
When he led the company between 1990 to 1995, he stamped his mark via the launch of key initiatives to strengthen the capabilities, know-how, culture and the motivation of P&Gers besides tweaking strengthening internal processes and structure (for planning, review and control) to better promote understanding of key goals via clear communications and unity of teams as one, to deliver the Company’s goals and visions. This was a necessary step then given P&G’s expanded reach of its brands, people and organisation across the globe.
Given his involvements through the decades at P&G – having seen it grow from being a pre-dominantly US company to a global one as well as its evolution into a multi-category FMCG market leader before the turn of the century – he was definitely the right man to share this compilation of oral history about the growth and globalization of the Company.
What this book is about?
As aptly stated in the title, this is an oral history of P&G’s globalization years as experienced and narrated from the point of view of Edwin L. Artzt.
While this book does zoom in to great details on the specifics of decision-making considerations and key strategic choices of certain P&G’s country and brand expansions that Edwin was either directly or indirectly involved in, it also does examine some earlier brand and geographic expansion choices from a distant – that he was not involved in – and what lessons could be learnt from it.
Besides that, this book also served as a compilation of key quotes and timeless principles for the ardent student of management that either were originally Edwin’s or were gems of advices given to the author by his great predecessors. A personal favourite of mine was a quote attributed to John Smale that was quoted by the author. I re-quote here: “Seek out Managers who know what to do, and not just how to do it.”
Done in a Q&A format between Edwin L. Artzt and a panel of interviewers – namely former P&G CEO, John Pepper, P&G Corporate Historian, Shane Meeker and author and journalist, Rob Garver – this book makes for fairly easy reading as it moves from one topic of discussion to another. It is also very conversational in nature, with a no-holds barred criticisms of mistakes (some of which were repeated!!) made in management decisions! I can pretty much imagine this to be a Q&A either streamed as a podcast or shown on Youtube.
Besides the conversational piece, this book also serves as a collection of the key speeches given by Edwin L. Artzt between the years 1988 and 1995. These speeches encapsulates the key priorities, strategic choices and leadership ideas of this man while he was at his peak!
What this book is not
This book is definitely unlike the academically and monotonously written Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble, which was the book given to ALL new P&G hires almost two decades back!
This is also not a book of frameworks or strategic thinking models within P&G – those have been perfectly documented by another former P&G CEO, AG Lafley, in his book Playing to Win. It is also unlike AG’s other book with Ram Charan that focused on the narrow aspect of innovation called Game Changers.
Instead, this book seems more like a cross between John Pepper’s What Really Matters: Service, Leadership, People and Values and the recently published Here and Forever: The Timeless Impact of John Smale on Procter & Gamble, General Motors and the Purpose and Practice of Business by Rob Garver. It provides for evergreen lessons that will inform and guide future business managers.
The Good Stuff
Covers key contributions of Edwin L. Artzt at P&G such as the creation of P&G College, his push for restructuring and cost savings, his leadership to kick-start outstanding individual’s recognition programs such as the Vic Mills Society, The Chairman’s Club, amongst others as well as his strategic leadership towards enabling global brand expansions of Pantene into 32 markers in just 10 months and Always/Whisper reaching 30 markets in two years.
This book also serves as a great collection of management quotes – many of which can help guide our practice for years to come – which I could pretty much imagined were originally shared with Edwin L. Artzt during daily luncheons at the old Executive Dining Room in the Gwynne Building. Very glad for him to have compiled these quotes and shared them with us. I thank you, sir!
The Opportunity Areas
Three big ones.
Edwin L. Artzt gave a truly earth-shattering speech themed ‘The Future of Advertising’ at the annual 4As conference in 1994. The full text of the speech was sadly not included in this collection.
Secondly, the edited version of the speech by Edwin at P&G’s annual year-end meeting of employees in 1992, which was included in this book, was not so well done. The edited version probably served as a pale comparison to what he had spoken in full. I would have very much appreciated the inclusion of the full speech instead.
Thirdly, given how P&G College and the need to recruit the best by involving P&G managers on campus were areas close to Edwin’s heart, I would have very much loved to hear what he had thought about how the Company has digitalized many of these processes and outreach these days via eLearning websites like BrandU and SalesU as well as the use of online website recruiting tools. Undeniably, much of these have lessened the human touch of potential hires and new recruits and have taken away the manner with which the Company’s culture and principles are shared through face-to-face interactions!
How did I find the book?
Two words: A gem!
Who should read this?
Firstly, current P&G staffers – especially the young ones who joined the company in the past 5-10 years. They need to know and better understand the timeless principles that have enabled P&G to stand the test of time! Secondly, any owners or entrepreneurs of any Asian companies trying to expand beyond its shores, across the world – they would greatly benefit from how Edwin L. Artzt and the team at P&G had done it in the past, as most if not all the lessons learnt, are still applicable today!
The first Edwin is me – an ex-P&Ger who had served in various brand-building roles in Asia and whose last assignment there was a global brand management role of new innovations for BRIC and other emerging markets. I served the Company between 2005 and 2014.
The second Edwin is the late Edwin L. Artzt (1930-2023), former Chairman and CEO of P&G. He served P&G for 41 years between 1953 to 1995.
A career P&Ger, he had had the good fortune of having worked with directly or indirectly as well as observed, understood, internalised and at times be involved in key strategic choices made by the line-up of his great predecessors; from Richard Deupree to Neil McElroy, Howard Morgens, Edward Harness and finally John Smale. These men (as well as many others quoted in this book who served across different roles in the Company) represented the finest breeds of P&Gers – they were the first men outside of the founding families of the Company to have ever led it – and were instrumental in the growth and expansion of P&G within the United States and beyond, post WWII!
When Edwin Artzt was promoted to lead the Company in 1990, he had already proven his mettle having directly or indirectly been involved in various key decisions by the company to expand its footprints across the globe.
When he led the company between 1990 to 1995, he stamped his mark via the launch of key initiatives to strengthen the capabilities, know-how, culture and the motivation of P&Gers besides tweaking strengthening internal processes and structure (for planning, review and control) to better promote understanding of key goals via clear communications and unity of teams as one, to deliver the Company’s goals and visions. This was a necessary step then given P&G’s expanded reach of its brands, people and organisation across the globe.
Given his involvements through the decades at P&G – having seen it grow from being a pre-dominantly US company to a global one as well as its evolution into a multi-category FMCG market leader before the turn of the century – he was definitely the right man to share this compilation of oral history about the growth and globalization of the Company.
What this book is about?
As aptly stated in the title, this is an oral history of P&G’s globalization years as experienced and narrated from the point of view of Edwin L. Artzt.
While this book does zoom in to great details on the specifics of decision-making considerations and key strategic choices of certain P&G’s country and brand expansions that Edwin was either directly or indirectly involved in, it also does examine some earlier brand and geographic expansion choices from a distant – that he was not involved in – and what lessons could be learnt from it.
Besides that, this book also served as a compilation of key quotes and timeless principles for the ardent student of management that either were originally Edwin’s or were gems of advices given to the author by his great predecessors. A personal favourite of mine was a quote attributed to John Smale that was quoted by the author. I re-quote here: “Seek out Managers who know what to do, and not just how to do it.”
Done in a Q&A format between Edwin L. Artzt and a panel of interviewers – namely former P&G CEO, John Pepper, P&G Corporate Historian, Shane Meeker and author and journalist, Rob Garver – this book makes for fairly easy reading as it moves from one topic of discussion to another. It is also very conversational in nature, with a no-holds barred criticisms of mistakes (some of which were repeated!!) made in management decisions! I can pretty much imagine this to be a Q&A either streamed as a podcast or shown on Youtube.
Besides the conversational piece, this book also serves as a collection of the key speeches given by Edwin L. Artzt between the years 1988 and 1995. These speeches encapsulates the key priorities, strategic choices and leadership ideas of this man while he was at his peak!
What this book is not
This book is definitely unlike the academically and monotonously written Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble, which was the book given to ALL new P&G hires almost two decades back!
This is also not a book of frameworks or strategic thinking models within P&G – those have been perfectly documented by another former P&G CEO, AG Lafley, in his book Playing to Win. It is also unlike AG’s other book with Ram Charan that focused on the narrow aspect of innovation called Game Changers.
Instead, this book seems more like a cross between John Pepper’s What Really Matters: Service, Leadership, People and Values and the recently published Here and Forever: The Timeless Impact of John Smale on Procter & Gamble, General Motors and the Purpose and Practice of Business by Rob Garver. It provides for evergreen lessons that will inform and guide future business managers.
The Good Stuff
Covers key contributions of Edwin L. Artzt at P&G such as the creation of P&G College, his push for restructuring and cost savings, his leadership to kick-start outstanding individual’s recognition programs such as the Vic Mills Society, The Chairman’s Club, amongst others as well as his strategic leadership towards enabling global brand expansions of Pantene into 32 markers in just 10 months and Always/Whisper reaching 30 markets in two years.
This book also serves as a great collection of management quotes – many of which can help guide our practice for years to come – which I could pretty much imagined were originally shared with Edwin L. Artzt during daily luncheons at the old Executive Dining Room in the Gwynne Building. Very glad for him to have compiled these quotes and shared them with us. I thank you, sir!
The Opportunity Areas
Three big ones.
Edwin L. Artzt gave a truly earth-shattering speech themed ‘The Future of Advertising’ at the annual 4As conference in 1994. The full text of the speech was sadly not included in this collection.
Secondly, the edited version of the speech by Edwin at P&G’s annual year-end meeting of employees in 1992, which was included in this book, was not so well done. The edited version probably served as a pale comparison to what he had spoken in full. I would have very much appreciated the inclusion of the full speech instead.
Thirdly, given how P&G College and the need to recruit the best by involving P&G managers on campus were areas close to Edwin’s heart, I would have very much loved to hear what he had thought about how the Company has digitalized many of these processes and outreach these days via eLearning websites like BrandU and SalesU as well as the use of online website recruiting tools. Undeniably, much of these have lessened the human touch of potential hires and new recruits and have taken away the manner with which the Company’s culture and principles are shared through face-to-face interactions!
How did I find the book?
Two words: A gem!
Who should read this?
Firstly, current P&G staffers – especially the young ones who joined the company in the past 5-10 years. They need to know and better understand the timeless principles that have enabled P&G to stand the test of time! Secondly, any owners or entrepreneurs of any Asian companies trying to expand beyond its shores, across the world – they would greatly benefit from how Edwin L. Artzt and the team at P&G had done it in the past, as most if not all the lessons learnt, are still applicable today!
March 30, 2023
A leader's legacy is shaped by their choices, what they choose to do and equally what they choose not to. This is the story of those pivotal choices that transformed P&G from an american marketer to a formidable global powerhouse, quintupling its global reach and revenue in a short span under the leadership of Ed Artzt. Written in an easy to follow conversational style, it is a no holds barred back and forth between two iconic corporate leaders, Ed Artzt and John Pepper with vivid stories that makes for an easy and interesting read. As much as they fete the company's success, what pleasantly surprised me is a refreshing and candid critique of its leadership mistakes and organizational failures. In my opinion, here in lies the greatest value of this book to aspiring leaders as most organization and leader bios tend to skim the "unpleasant" and paint a glorified picture that is hard to learn and emulate. I would summarize, Ed's legacy at P&G and his gift to corporate america, as two fold. First is the gift of a global mindset, and that being global is more than a large global footprint and brand, but investing in a best in class global talent pool that is capable of operating with equal competence in any country and environment, transcending cultural and geographic barriers. Case in point, a majority of P&G's top leaders today including my own former boss (Bala) were not born in america. Second is the gift of a growth mindset, making investing in people the number one job of managers. Case in point, P&G, was my first employer and where I first learnt how to be a manager of people, but was the only company where 50% of my performance rating was determined by my employees' performance ratings.
________________________________________________________________________>>>
Below is a more detailed and less personal review, I compiled for those interested:
P&G The Globalization Years, An oral history by Ed Artzt is an informative and engaging book that provides an inside look into the history of Procter & Gamble, one of the world's largest and most successful consumer goods companies. The book is based on a series of interviews between Ed Artzt and John Pepper who succeeded him as the Chairman and CEO of P&G and the journalist, Rob Garver, who share their insights and experiences of the company's globalization efforts from the 1980s to the early 2000s.
The book serves as a commentary and tribute to a visionary leader who architected P&G's remarkable transformation from an american marketer to a truly global multi-national quintupling its reach from 1975 to 1995 and also to his successor, John Pepper who carried the mantle forward and his legendary predecessor John Smale, who laid the foundation for it among others who came before.
The book is divided into several sections, each focusing on a different aspect of P&G's globalization journey, such as entering new markets, building global brands, managing cultural differences, and dealing with crises. The interviews are in a chronological order, which helps readers understand how P&G's strategies and priorities evolved over time.
One of the strengths of the book is its focus on the human side of globalization. The interviews reveal the challenges and opportunities that P&G executives faced as they expanded the company's presence in different parts of the world. The stories are often personal and candid, offering a glimpse into the personalities and leadership styles of P&G's top executives.
Another strength of the book is its organization and clarity. The sections are well-structured, and the interviews are arranged in a logical sequence that makes it easy for readers to follow the narrative. The book also includes helpful summaries at the end of each chapter, which recap the main points and provide additional insights.
Overall, P&G The Globalization Years, An oral history by Ed Artzt is a valuable resource for anyone interested in the history of Procter & Gamble, the challenges of globalization, and the role of leadership in driving organizational change. The book is well-written, informative, and engaging, and it offers a unique perspective on one of the world's most successful companies.
________________________________________________________________________>>>
Below is a more detailed and less personal review, I compiled for those interested:
P&G The Globalization Years, An oral history by Ed Artzt is an informative and engaging book that provides an inside look into the history of Procter & Gamble, one of the world's largest and most successful consumer goods companies. The book is based on a series of interviews between Ed Artzt and John Pepper who succeeded him as the Chairman and CEO of P&G and the journalist, Rob Garver, who share their insights and experiences of the company's globalization efforts from the 1980s to the early 2000s.
The book serves as a commentary and tribute to a visionary leader who architected P&G's remarkable transformation from an american marketer to a truly global multi-national quintupling its reach from 1975 to 1995 and also to his successor, John Pepper who carried the mantle forward and his legendary predecessor John Smale, who laid the foundation for it among others who came before.
The book is divided into several sections, each focusing on a different aspect of P&G's globalization journey, such as entering new markets, building global brands, managing cultural differences, and dealing with crises. The interviews are in a chronological order, which helps readers understand how P&G's strategies and priorities evolved over time.
One of the strengths of the book is its focus on the human side of globalization. The interviews reveal the challenges and opportunities that P&G executives faced as they expanded the company's presence in different parts of the world. The stories are often personal and candid, offering a glimpse into the personalities and leadership styles of P&G's top executives.
Another strength of the book is its organization and clarity. The sections are well-structured, and the interviews are arranged in a logical sequence that makes it easy for readers to follow the narrative. The book also includes helpful summaries at the end of each chapter, which recap the main points and provide additional insights.
Overall, P&G The Globalization Years, An oral history by Ed Artzt is a valuable resource for anyone interested in the history of Procter & Gamble, the challenges of globalization, and the role of leadership in driving organizational change. The book is well-written, informative, and engaging, and it offers a unique perspective on one of the world's most successful companies.
May 9, 2023
As a former P&Ger brand marketer and currently USC marketing professor, I was intrigued to read "P&G the Globalization Years: Lessons Learned during Procter & Gamble's Transformation from an American Exporter to a Global Marketer" by Ed Artzt.
Ed Artzt, the former Chairman-CEO of Procter & Gamble (P&G) from 1990 to 1995, was a visionary leader whose globalization efforts transformed the company from an American exporter to a global marketer. The book, "P&G: The Globalization Years," details Artzt's career and his impact on P&G's international expansion. The book is written as an oral history with John Pepper conducting the key interviews and reads like a long salon magazine piece. As Mr. Artzt’s successor, the former P&G Chairman-CEO John Pepper, views Artzt’s biggest contribution to P&G as building a global presence that set the stage for the company’s rapid move into Eastern Europe in the early 1990s and his role as a recruiter and teacher of P&G talent.
The book describes Artzt as a charismatic and inspiring leader who understood the importance of adapting to new markets and cultures. Under his leadership, P&G expanded into emerging markets such as China and India, and diversified its product offerings to cater to local consumer preferences. Artzt's approach to globalization was centered on building strong local teams and empowering them to make decisions that were in the best interest of the company and the community.
Throughout the book, Artzt discusses his leadership style, which was characterized by his focus on collaboration, innovation, and employee development. Artzt's commitment to diversity and inclusion was also a key factor in P&G's success, as it allowed the company to tap into a wider range of perspectives and insights. As a strong advocate for innovation and research and development, he invested heavily in new product development and technology to stay ahead of competitors. He also prioritized environmental sustainability and corporate responsibility, implementing programs to reduce waste.
Mr. Artzt, who was seen as a visionary but was not without his critics, passed away on April 6, 2023, which generated some intriguing obits headers from WSJ including “Edwin L. Artzt, P&G CEO Known for His Tough Talk, Dies at 92” who some referred to as “The Prince of Darkness” and a cost-cutter and colleagues stated “the nickname reflected a hot temper. He said it came from his habit of working late.”
An AdAge obit said, “FORMER PROCTER & GAMBLE CEO ED ARTZT, FAMOUS FOR 1994 DIGITAL WAKE-UP CALL, DIES AT 92: A controversial tough guy, Artzt also remembered for kindness and focus on training”. Artzt did make a number of on-point predictions during his tenure including that ad rates would soar as ad-supported TV audiences disappeared into subscription and ad-free media such as video gaming (at the time), making it harder for P&G brands to reach their audiences. Back then, TV made up 90% of P&G’s $3 billion ad budget, which enabled its brands to reach 90% of their targeted audience six or seven times weekly.
Overall, "P&G: The Globalization Years'' provides a compelling account of Ed Artzt's career and his contribution to P&G's global success. The book is detailed and engaging and offers valuable insights into the challenges and opportunities of global expansion. Under Artzt's leadership, P&G experienced significant growth and success, expanding its portfolio of brands and becoming a leader in several product categories. His globalization efforts helped P&G become a truly global company with operations in over 80 countries. It is a must-read for anyone interested in international business, leadership, and corporate social responsibility.
- Reviewed by Rafael Bracero
Ed Artzt, the former Chairman-CEO of Procter & Gamble (P&G) from 1990 to 1995, was a visionary leader whose globalization efforts transformed the company from an American exporter to a global marketer. The book, "P&G: The Globalization Years," details Artzt's career and his impact on P&G's international expansion. The book is written as an oral history with John Pepper conducting the key interviews and reads like a long salon magazine piece. As Mr. Artzt’s successor, the former P&G Chairman-CEO John Pepper, views Artzt’s biggest contribution to P&G as building a global presence that set the stage for the company’s rapid move into Eastern Europe in the early 1990s and his role as a recruiter and teacher of P&G talent.
The book describes Artzt as a charismatic and inspiring leader who understood the importance of adapting to new markets and cultures. Under his leadership, P&G expanded into emerging markets such as China and India, and diversified its product offerings to cater to local consumer preferences. Artzt's approach to globalization was centered on building strong local teams and empowering them to make decisions that were in the best interest of the company and the community.
Throughout the book, Artzt discusses his leadership style, which was characterized by his focus on collaboration, innovation, and employee development. Artzt's commitment to diversity and inclusion was also a key factor in P&G's success, as it allowed the company to tap into a wider range of perspectives and insights. As a strong advocate for innovation and research and development, he invested heavily in new product development and technology to stay ahead of competitors. He also prioritized environmental sustainability and corporate responsibility, implementing programs to reduce waste.
Mr. Artzt, who was seen as a visionary but was not without his critics, passed away on April 6, 2023, which generated some intriguing obits headers from WSJ including “Edwin L. Artzt, P&G CEO Known for His Tough Talk, Dies at 92” who some referred to as “The Prince of Darkness” and a cost-cutter and colleagues stated “the nickname reflected a hot temper. He said it came from his habit of working late.”
An AdAge obit said, “FORMER PROCTER & GAMBLE CEO ED ARTZT, FAMOUS FOR 1994 DIGITAL WAKE-UP CALL, DIES AT 92: A controversial tough guy, Artzt also remembered for kindness and focus on training”. Artzt did make a number of on-point predictions during his tenure including that ad rates would soar as ad-supported TV audiences disappeared into subscription and ad-free media such as video gaming (at the time), making it harder for P&G brands to reach their audiences. Back then, TV made up 90% of P&G’s $3 billion ad budget, which enabled its brands to reach 90% of their targeted audience six or seven times weekly.
Overall, "P&G: The Globalization Years'' provides a compelling account of Ed Artzt's career and his contribution to P&G's global success. The book is detailed and engaging and offers valuable insights into the challenges and opportunities of global expansion. Under Artzt's leadership, P&G experienced significant growth and success, expanding its portfolio of brands and becoming a leader in several product categories. His globalization efforts helped P&G become a truly global company with operations in over 80 countries. It is a must-read for anyone interested in international business, leadership, and corporate social responsibility.
- Reviewed by Rafael Bracero
Read
May 5, 2023Let me start by stating that I did enjoy reading this book, and you will too, specially if you are, like me, an ex-P&G. Having worked in P&G helps to understand many of the terms used in Marketing and Sales, as well as the administrative structure that was prevalent at that time (70s and 80s mainly).
The book is intended to be a -very deserved- homage to Edward Artzt, mainly due to his globalization of P&G during the mentioned time span.
It is based on a series of oral interviews made to Ed Artzt himself, and supplemented with opinions of several high executive officers of P&G, retired by now, or unfortunately deceased.
As I said before, I did enjoy the book, but I think it falls short of the merit that Ed Artzt deserves in accomplishing the globalization of P&G.
Having been a P&G employee (in to 70s), I remember specifically how business was conducted, and how the famous (although not very specific when written) company principles were carried out. I truly think that an average P&G high executive at that time could have not achieve an actual globalization, which is obvious when throughout the book there are several places where Ed Artzt was appointed to carry out the true globalization of P&G (the previous attempts had been, in fact, if not total failures, they fell very near to it, and certainly where not anything resembling a success, especially in P&G terms).
I specifically remember the first time the name Ed Artzt was mentioned to me by a very dear colleague of P&G, and the term associated to Ed was the “Black Prince”.
And I have absolutely no doubt that it was appropriate, and the reason he was called so is the very one that allowed him to truly carried out the real P&G globalization.
The book certainly confirms, although between the lines, never specifically, that the globalization required a different attitude (much more aggressive and radical sometimes) than were the P&G average management practices.
Don’t get me wrong: there was absolutely nothing wrong or bad with P&G management practices at that time (I certainly can attest to the contrary: they were magnificent, especially compared to other companies’); it simply required much more aggressive and sometimes drastic decisions than everyday situations. The world outside the US was very different than that inside: you were literally swimming with sharks that saw you as a small Nimo; so, a bigger shark came in the picture, called the Black Prince, and a new order and boss were established.
I do hope that there will be additional events and resources (articles, books, discussions, etc.) that will make true recognition of Edward Artzt role in todays P&G. He truly deserves it, even if he had to be known as a Black Prince.
Enjoy the book. It offers a new and interesting perspective from Ed and others regarding the globalization obstacles, very openly and quite interesting. Don’t forget to read between the lines, though (you’ll enjoy it much more).
The book is intended to be a -very deserved- homage to Edward Artzt, mainly due to his globalization of P&G during the mentioned time span.
It is based on a series of oral interviews made to Ed Artzt himself, and supplemented with opinions of several high executive officers of P&G, retired by now, or unfortunately deceased.
As I said before, I did enjoy the book, but I think it falls short of the merit that Ed Artzt deserves in accomplishing the globalization of P&G.
Having been a P&G employee (in to 70s), I remember specifically how business was conducted, and how the famous (although not very specific when written) company principles were carried out. I truly think that an average P&G high executive at that time could have not achieve an actual globalization, which is obvious when throughout the book there are several places where Ed Artzt was appointed to carry out the true globalization of P&G (the previous attempts had been, in fact, if not total failures, they fell very near to it, and certainly where not anything resembling a success, especially in P&G terms).
I specifically remember the first time the name Ed Artzt was mentioned to me by a very dear colleague of P&G, and the term associated to Ed was the “Black Prince”.
And I have absolutely no doubt that it was appropriate, and the reason he was called so is the very one that allowed him to truly carried out the real P&G globalization.
The book certainly confirms, although between the lines, never specifically, that the globalization required a different attitude (much more aggressive and radical sometimes) than were the P&G average management practices.
Don’t get me wrong: there was absolutely nothing wrong or bad with P&G management practices at that time (I certainly can attest to the contrary: they were magnificent, especially compared to other companies’); it simply required much more aggressive and sometimes drastic decisions than everyday situations. The world outside the US was very different than that inside: you were literally swimming with sharks that saw you as a small Nimo; so, a bigger shark came in the picture, called the Black Prince, and a new order and boss were established.
I do hope that there will be additional events and resources (articles, books, discussions, etc.) that will make true recognition of Edward Artzt role in todays P&G. He truly deserves it, even if he had to be known as a Black Prince.
Enjoy the book. It offers a new and interesting perspective from Ed and others regarding the globalization obstacles, very openly and quite interesting. Don’t forget to read between the lines, though (you’ll enjoy it much more).
April 25, 2023
Ed was the second of the six CEOs during my time with P&G. The parts of the book that I enjoyed most were from before my arrival at P&G in 1983. We had a wonderful corporate archive which documented the company’s rich history. While it was accessible to pretty much any employee, it was heavily leveraged by the CEOs. It greatly aided these execs in passing on the values and principles of the company and was later leveraged in the P&G college materials. I suspect it was probably used in creating this book. While I experienced the move under Smale to the profit incentive program, the disaster of the introduction of Luvs, and all the items that followed, I really had no understanding of our early forays outside the US. The ham-handed approach of simply introducing the US product into other countries was surprising to me given the focus of the company on consumer understanding. I can only presume it reflected the structure of the company (heavily skewed to the US) and the resulting decision biases that would have flowed from that. While not discussed in the book, hearing Ed’s words certainly triggered some memories on his focus on international expansion. Ed was none too happy when we shared a proposed licensing deal for Maalox in 1991 that only covered the US. His competitive nature came through pretty clearly as well when someone described the deal as “win-win” and his response withering. God speed Ed and thanks for sharing your experiences. I can also thank Ed (and John) for creating the focus on Eastern Europe which led to my moving to Budapest in 1992.
April 28, 2023
Former P&G CEO, Ed Artzt provides a masterclass on what it takes to succeed in business from his youth growing up in L.A. to his retirement. I think anyone would find this book helpful from doctors to truck drivers as Ed Artzt imparts his wisdom via an easy read that is one part interview and one part a collection of his greatest speeches. I am biased as I was a P&G new hire in 1990 months after Ed Artzt took the helm and this book delighted me by not only providing a history lesson (who knew there were trash-burning backyard incinerators in '30's Los Angeles?) but also bringing out in more details things I had read about him in business periodicals, like his reading of "The Leadership Secrets of Atilla the Hun" and an almost "fly on the wall" view of his legacy in making P&G the global CPG leader it is today from "Mad Men" like references of old school P&G executive lunches to his storied speeches like the inclusion and diversity pioneering one he provided in ATL on MLK Day. He also punctuates the book with a surprising amount of insightful humor in the way he described everything from observations and learning in his first six months in a sales rotation and the valuable lessons it imparted when one of his managers and mentors grilled a junior country manager who was failing on his watch. My only reason for not awarding five stars is the Kindle copy of the book I have is in a PDF-style format that did not allow me to highlight important points for future reference.
May 17, 2023
As a P&G employee from 1972 to 1995, reading “P&G The Globalization Years” by Ed Artzt was like taking communion again at the Mother Church in Cincinnati. The book describes several of the principles that P&G has followed with great success over time. One of the most important is getting the strategy right first, and then developing and executing a sound plan to make the strategy come alive. Most managers are familiar with short and long-term tradeoffs, and another reason why P&G has been successful is their focus on the long-term, even though this may mean higher costs and lower profitability in the short-term. The book also describes the sometimes painful candor involved with analyses of decisions and actions that did not turn out well for any reason. The P&G policy of promotion from within is discussed, which requires extensive training and coaching for every employee, even though recruiters sometimes describe this as “breathing your own exhaust”. P&G has always had a relentless focus on consumers and their needs, and the book describes how the company came to realize that just trying to sell US products in other countries would not be sufficient for true globalization, and how the company rose to that challenge.
May 31, 2023
This book is a nice collection of vivid stories that you can share with your friends in a calm summer evening and, at the same time, a very useful business textbook every manager should read. It contains lessons learned from P&G history that are still valid today on the marketplace (more or less). I particularly liked that several mistakes and wrong decisions are also discussed in the book showing that things can go wrong even with a market leader like P&G - but the Company was able to survive them and thrive under good leadership.
Overall, I liked every page of the book and enjoyed reading it a lot. Most likely the fact that I started my career at P&G (but way after Ed was retired) had an impact on this, but I think it was just one of the reasons and not even the most important one.
Finally, if you are a new hire at P&G, read it. This is the best summary of the Company and the values of the Company. This will definitely increase your engagement towards P&G. :)
Overall, I liked every page of the book and enjoyed reading it a lot. Most likely the fact that I started my career at P&G (but way after Ed was retired) had an impact on this, but I think it was just one of the reasons and not even the most important one.
Finally, if you are a new hire at P&G, read it. This is the best summary of the Company and the values of the Company. This will definitely increase your engagement towards P&G. :)
June 8, 2023
"P&G the Globalization Years" by Ed Artzt is a remarkable book that offers a captivating account of Procter & Gamble's journey from a domestic company to a global powerhouse in the consumer goods industry. Drawing on his experience as a former P&G executive, Artzt provides valuable insights into the challenges and opportunities of global business. The book showcases the importance of building strong local teams, adapting to diverse cultures, and developing innovative marketing strategies to succeed in international markets.
The book not only highlights the strategies employed by P&G but also emphasizes the timeless values and principles that underpin the company's success. With its comprehensive coverage of P&G's operations, from manufacturing and distribution to advertising and promotion, this book offers a comprehensive understanding of how a US-centric business became a global leader.
Highly Recommended
The book not only highlights the strategies employed by P&G but also emphasizes the timeless values and principles that underpin the company's success. With its comprehensive coverage of P&G's operations, from manufacturing and distribution to advertising and promotion, this book offers a comprehensive understanding of how a US-centric business became a global leader.
Highly Recommended
April 12, 2023
Ed Artzt’s oral history of his exceptional 42-year career with The Procter & Gamble Company is a must read for any student of marketing, for current and former P&G alumni and anyone who is engaged in the craft of global brand building. As a former agency partner of P&G’s during much of the time frame Artzt recounts, I found this book riveting and enlightening in helping to understand the challenges and ideas that went into the world’s largest advertiser’s global expansion. Sadly, as I neared completion of my reading, Artzt passed away at the age of 93. This makes my appreciation for this book more poignant, as I am grateful this important era in P&G’s 186-year history has been captured. It is an invaluable legacy to Artzt and the great P&G people who he led. Ed Artzt was a lion in the long history of his great company, which he clearly loved.
May 14, 2023
I worked at P&G my entire career (1970 – 2014) in various Supply Chain Engineering Organizations and lived through the times described in the book. I also do not normally read books but prefer to listen to audio books. However, I found this to be enjoyable “quick read” which took me down memory lane regarding the decisions impacting my career.
I found Section #9 - Competitive Edge - the most informative section of the book as it communicated the leadership direction and why this direction was important to the Company.
My only disappointment about the book was I felt it should have had additional content regarding the internal and external P&G environment to better understand why leadership made the decisions they did to drive the future results.
Overall, a very solid read and worth the time investment to read and absorb Mr. Artzt’s leadership wisdom for future application.
I found Section #9 - Competitive Edge - the most informative section of the book as it communicated the leadership direction and why this direction was important to the Company.
My only disappointment about the book was I felt it should have had additional content regarding the internal and external P&G environment to better understand why leadership made the decisions they did to drive the future results.
Overall, a very solid read and worth the time investment to read and absorb Mr. Artzt’s leadership wisdom for future application.
May 12, 2023
I thoroughly enjoyed reading The Globalization Years. One of the many great things about Ed was that when you asked him a question, you should be prepared, because what you would always get back was Ed's candid feelings on the subject, regardless of whether the outcome was good or bad, and if you were involved, what he thought about the role you played and if he was involved, how he felt about the role he played. I also thought including Ed's talks was a great addition to the book. Reading again "How To Become A Winning Manager," it struck me that summarizing the points he made, as a one or two pager, would make a wonderful gift to every new employee on their first day at work and extend Ed's legacy for generations to come.
April 22, 2023
This is a refreshingly candid book about the lessons that P&G learned when they moved from being an American company to being a global company. There are lessons about what was done well, and equally, what was not done well, as told by the man who drove P&G's globalization effort. It's an easy but thought-provoking read that will benefit the reader no matter how far along they are in the journey to globalize their business.
I worked for P&G for 21 years in North America, Europe and Asia. While some of the anecdotes in the book will be particularly meaningful for P&G alumni who were there at the time, you don't have to have worked there to enjoy and learn from this book.
I worked for P&G for 21 years in North America, Europe and Asia. While some of the anecdotes in the book will be particularly meaningful for P&G alumni who were there at the time, you don't have to have worked there to enjoy and learn from this book.
April 23, 2023
This book is about the 20 years I spent at P&G so I enjoyed the trip back in time.
I especially liked the sections where the company values and principles were mentioned. The lessons in winning and competing are insightful. In my experience, those things are true and really are foundational and entrenched.
I would have liked to learn more about the decision to change the logo and how Ed Artzt handled turning the reins over to John Pepper.
For anyone who has not been or isn't an employee, the oral history may be too much of an insider's view to have meaning. The collected speeches, especially those made publicly, are relevant even today.
I especially liked the sections where the company values and principles were mentioned. The lessons in winning and competing are insightful. In my experience, those things are true and really are foundational and entrenched.
I would have liked to learn more about the decision to change the logo and how Ed Artzt handled turning the reins over to John Pepper.
For anyone who has not been or isn't an employee, the oral history may be too much of an insider's view to have meaning. The collected speeches, especially those made publicly, are relevant even today.
June 18, 2023
Ed was probably the most iconic business leader and most demanding CEO in P&G's history. The company would not be the worldwide company it is today without his vision and leadership. Meetings with him were legendary (and would be worth recounting in a book on its own). His recollections in this book are a great reminder of the principles he was driving and the lessons learned during his tenure.
The first part of the book could have benefited from a bit more fact checking and some editing to make it more condense. The collection of his speeches in the second part are testimony to Ed's clear and precise setting of direction and expression of lasting principles.
The first part of the book could have benefited from a bit more fact checking and some editing to make it more condense. The collection of his speeches in the second part are testimony to Ed's clear and precise setting of direction and expression of lasting principles.
April 4, 2023
A veritable treasure chest of practical values.
Ed Artzt led Procter & Gamble over his decades long career from being US focused company to being the global leader in virtually all of its businesses. In his direct, no-holds-barred memoir, Artzt tells with cinematic verve and detail how he and his P&G colleagues did it: what worked and what didn't. He illuminates timeless lessons relevant to leaders today in a highly engaging and memorable way. It is a quick read but also a book you will want to return to and I believe want to share with others.
Ed Artzt led Procter & Gamble over his decades long career from being US focused company to being the global leader in virtually all of its businesses. In his direct, no-holds-barred memoir, Artzt tells with cinematic verve and detail how he and his P&G colleagues did it: what worked and what didn't. He illuminates timeless lessons relevant to leaders today in a highly engaging and memorable way. It is a quick read but also a book you will want to return to and I believe want to share with others.
May 12, 2023
An honest conversation about the transition of P&G from a US company with an international division to a global multinational ! It records both achievements and failures, and extracts the principles that should guide both strategies and execution for expanding globally. Ed Artzt will forever be enshrined in P&G history as the leader who led this transition successfully. He was a tough taskmaster, but the right person at the right time. The book is easy to read, and interesting to the point that it is difficult to put down once you get started !
April 13, 2023
I am reading this book remembering those 23 years I worked for this amazing company, P&G. Ed just passed away, less than a week ago, and reading this book brought back many good memories of my learning. I loved the format, it was like listening to John and him having a frank conversation. I would love if John and Ed had included more about the role of Latin America and Mexico in all this globalization journey.
May 31, 2023
As an employee I enjoyed gaining insight into the Globalization of P&G. This book is candid about what went wrong, sometimes repeatedly over the years. Reading the conversation notes between Ed Artzt and John Pepper almost made me feel like I was in the room listening to them. Good stuff for anyone involved in international business, or interested in a peek behind the curtain at what expanding a business into other markets is like.
June 5, 2023
As someone who has been associated with P&G for almost 40 years (employee >33 years; contractor >6 years), I was amazed at how much new information I learned about P&G’s brands, strategies and history. I also enjoyed the conversational manner in which the book was written. It felt like I was in the room as Ed, John and the others were having their discussion. This book should be a must read for every new employee, if not the entire company.
May 20, 2023
I found this book very interesting due to two reasons. First, Ed Artzt joined P&G during an era that allowed him to interact and learn from the same managers that professionalized and expanded the company right after the last family member that managed it. In a way Ed and the managers of his time were a bridge with the company founders and acted to amalgamate the values that drove P&G success and endurance. As a former P&G employee I found this side of his life very inspiring.
Second, Ed was instrumental in leading P&G through the globalization era that changed the world and many companies. The fact that P&G is a leader in many different markets attest to his vision and leadership. The business stories in the book will be of interest not only to current and former employees but to anyone with interest in global business.
Second, Ed was instrumental in leading P&G through the globalization era that changed the world and many companies. The fact that P&G is a leader in many different markets attest to his vision and leadership. The business stories in the book will be of interest not only to current and former employees but to anyone with interest in global business.
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