Peterman Rides Again: Adventures Continue with the Real "J. Peterman" Through Life & the Catalog Business

by John Peterman

"J. Peterman" is a name known to over 40 million consumers and business people, thanks to a unique mail-order catalog hailed as "witty, entertaining....the stuff of literature" (New York Times Magazine) and regular appearances of a "J. Peterman" character on the popular Seinfeld TV show. Now the real John Peterman steps from behind his persona in a candid memoir that interweaves the rise and fall of the J. Peterman Company with a recounting of the unusual life experiences that shaped the man himself. Starting with a $500 investment and one product-an ankle-length, cowboy-style duster coat bought on impulse in Jackson Hole, Wyoming-Peterman built a $75 million company. His unconventional "Owner's Manual" catalog used long, literate copy and artful watercolors instead of photos to surround his wares-whether a Navy watch cap or a deck bench from the Titanic-with an aura of adventure and romance. Then came a cash-flow crisis, Chapter 11...and a harrowing personal and professional reassessment. Through autobiographical anecdotes (including his early years with the Pittsburgh Pirates), Peterman explains how to turn dreams into action, find courage to go beyond the conventional, and be part of a team without sacrificing individuality. He shows how true passion and drive are not defeated by failure, but used as a stepping stone for the next venture. For anyone starting, growing, or running a business, Peterman Rides Again offers hard-won lessons in entrepreneurship and the painful (but essential) art of learning from mistakes. For consumers, it's a chance to finally meet up close the bon vivant and raconteur they knew from the pages of the catalog.

225 pages, Hardcover

First published November 6, 2000

Reviews

[Vic · Rating 3 out of 5]

I’ve had the book for quite a while. Finally read it, especially since I’d bought a few things long ago from the “Owner’s Manual.” John Peterman is interesting, his life is full, and I found the book informative and fun at times.

[Melanie Hughes · Rating 4 out of 5]

I read this earlier in the semester for my MBA independent study class on entrepreneurship. I knew Peterman was from Lexington, and I loved his catalogs--first read them when I was babysitting at someone's home--and enjoyed learning the background story. How his business grew, how he lost it and how he got it back. You'll want to go to Peterman's breakfast spot and see if you can catch him someday to hear some tales with your coffee.

[Thebestdogmom · Rating 3 out of 5]

Interesting book about the rise and fall of the J. Peterman Company. Written as part biography, part philosphy, and part business book. Filled with interesting quotes and ideas. I the parts dealing with how they aquired the catalog items and the history of the company. The business aspects put me to sleep though.

[Gary · Rating 3 out of 5]

Overall I liked the book. It didn't have a lot of the information I hoped might be in there but, it did have the connection to Seinfeld which I found interesting. I am glad I read though I picked it up for q quarter I a library. I doubt If I would have bought it form off the shelf of a bookstore

[Jack Fenner · Rating 3 out of 5]

The real J Peterman book

[Thomas Hicks · Rating 5 out of 5]

I still wear a duster and love to read about entrepreneurs who have the balls to succeed and fail with a touch of class.