Start With the Future and Work Back: A Heritage Management Manifesto

by Bruce Weindruch

Start With the Future and Work A Heritage Management Manifesto is a lively, often amusing, but seriously perceptive take on the business of history and the history of business. The book explores The History Factory’s role in creating and shaping the global heritage management industry, drawing on its work with a broad array of corporations and the original business characters the firm has served since its founding in 1979.

At its heart, the book is a 21 st century survey of innovative business leadership that builds on the stories of courageous leaders at corporations willing to dig deeply into their inventory of experiences to support authentic communications, establish credible brand positioning, and improve employee retention and recruitment.

Iconic examples of inside-out business positioning using heritage range from the sartorial remake of Brooks Brothers to stories of innovation told by company employees at Subaru; from New Balance’s immersive global headquarters exhibit that aptly conveys its dynamic culture to the creation and maintenance of the Wrigley archive.

The book makes a powerful case for the brand value of applying corporate heritage for companies seeking to grow and remain relevant in a competitive, global economy.

200 pages, Hardcover

Published April 18, 2016

About the author

BRUCE WEINDRUCH, The History Factory’s founder and CEO, revolutionized corporate America’s use of history. His unique background, blending history and business, has given him the expertise to help major corporations, nonprofit organizations and associations use their organizational heritage to benefit their bottom line. Bruce has amassed millions of frequent flyer miles advising some of the most admired global companies and brands and is a frequent featured speaker at corporate meetings. He is also a guest lecturer at Grinnell College and DePaul University.

Bruce received his BA in American civilization from Grinnell College and attended the George Washington University/Smithsonian Affiliation PhD program. Prior to founding The History Factory in 1979, he was a staff member at the Smithsonian’s National Portrait Gallery, a Smithsonian Associates faculty member and a director of the Museum Education Roundtable.

Reviews

[SplkdancerReviews · Rating 5 out of 5]

Creative business book about Bruce's company and how they weave heritage and business goals together... told through a chatty narrative, if you know Bruce or have heard him speak, it reads like he's telling you the story. Great examples of the company's work over the past 35+years... and thought provoking business ideas for everyone in any industry.
Very readable and interesting...

*I received a free copy from the author and know him personally... this did not affect my opinion or review of the book.

[Allie · Rating 5 out of 5]

This book is intriguing. It focuses on corporations who utilize their unique heritage and historical experiences to fuel innovation, navigate change management and establish brand loyalty with consumers. There are a lot of large corporations that rely heavily on their history, which may be surprising to some readers. It is a book chock-full of ideas about brand value of heritage. Definitely a book worth reading!

[Caroline Cimo · Rating 5 out of 5]

Excellent read! Bruce sheds light on the positive influence of heritage management from a business standpoint. He uses short stories and case studies to show how history works to build a brand and drive a company forward. It is a brilliant strategy. His company, The History Factory, is able to tell stories of history in a meaningful, intelligent way. One of my favorite points Bruce makes is that history is both then and now. All organizations need to read this.

[Sofia · Rating 5 out of 5]

Such a cool book. Was recommended by my friends. I love reading about history and this book has a ton of interesting details about how companies came to be.