Peter E. Greulich


Peter E. Greulich spent thirty years serving IBM customers in a variety of roles: administrator, systems engineer, worldwide sales instructor, salesman, and as worldwide brand, product, and market managers. He is a Seeking Alpha contributor and a Bulldog Drummond author who uses Bulldog’s Uncommon Sense Principles to pursue corporate truths. In his examination of IBM’s century of CEO leadership, he has uncovered an uncommonly simple financial truth: human relationships matter.

Pete has interviewed thousands of IBMers worldwide—from the United States to China, Canada to Brazil, and Australia to Scandinavia. The themes in his writings reflect these discussions, his own corporate experiences, and a six-year journey to understand IBM’s leadership and its history of resiliency. IBM was a business force that in the face of seventeen recessions, the Great Depression, nine of the top twelve U.S. stock market declines, World Wars I and II, and the Korean and Vietnam wars, created one of the 20th Century’s greatest corporations.

In the 21st Century it has lost its leadership role.

Peter E. Greulich's writings include:

• THINK Again: IBM CAN Maximize Shareholder Value: a book that explores if IBM is living up to its obligations as it defined them in 1956: "A business exists to provide a service to MAN—service to consumer man, to worker man, to investor man, and to the community of man."

• A View from Beneath the Dancing Elephant: a book that looks at the 21st Century IBM in light of his studies of, and experiences with the 20th Century IBM. It is an employee's response to Louis V. Gerstner's, "Who Says Elephants Can't Dance?".

• The World’s Greatest Salesman: a book that includes a collection of the speeches and writings of Thomas J. Watson Sr., the traditional founder of IBM, along with Pete's commentary covering one of the 20th Century’s darkest economic times—The Great Depression.

Smashwords Interview

Pete, why this book? Why now?
“IBM is one of America’s great corporate success stories. But anyone, who has worked for the company in the last few decades, knows there is a systemic problem. Financial analysts, though, seem to lack the insights into the corporation’s current processes or its history of successes and failures to put their finger on that problem.

"I believe this book documents—for both the financial and non-financial mind—how IBM’s previous human relation practices were the reason for its 20th Century successes, and how its current human resource policies are the reason for its 21st Century shortcomings.”
Do you have a simple example of how the financial analysts are getting it wrong?
“Sure, read any article about IBM over the last few years and they will focus on IBM’s declining quarterly revenue.

"The last flurry of articles focused on its twenty-one quarters of falling revenue. The real problem isn’t a quarter-to-quarter revenue problem. IBM’s problems are well into their second decade. It has a seventeen-year productivity problem that spans the tenures of its first three 21st Century chief executive officers.”
Read more of this interview.

Where to find Peter E. Greulich online

Where to buy in print


Think Again: One Minute Overview
A one minute overview of THINK Again!

Think Again: Why IBM Needs to THINK Again!
Top reasons why IBM needs to THINK Again!

Think Again: The Dumbest Idea in the World
The former CEO of General Electric, Jack Welch, called it the dumbest idea in the world. So far in the 21st Century, IBM has proven him right.

Think Again: Manage the Business or Manage the Stock
Corporations have two choices when it comes to spending their earnings: Manage the Business or Manage the Stock. This video shows IBM's returns from investing $195,000,000,000 in its stock!

Think Again: Is IBM Maximizing Shareholder Value
Deciding if IBM is maximizing shareholder value should be easy enough to answer, but the answer would surprise all of its shareholders!


THINK Again: IBM CAN Maximize Shareholder Value
Price: $9.99 USD. Words: 61,500. Language: English. Published: September 1, 2017. Categories: Nonfiction » Business & Economics » Corporate & business history, Nonfiction » Business & Economics » Management and human resources
THINK Again is about IBM, its leaders, its employees, its shareholders, its customers, its supportive societies, and one-hundred years of their unique interactions. IBM has had its great, good, and bad moments; and, in this century, some of its ugliest. But there is still hope.
A View from Beneath the Dancing Elephant: Rediscovering IBM's Corporate Constitution
Price: $9.99 USD. Words: 42,610. Language: English. Published: July 31, 2014. Categories: Nonfiction » Business & Economics » Corporate & business history, Nonfiction » Business & Economics » Management
If Lou Gerstner’s Who Says Elephants Can’t Dance? is the yang, this book is the yin—that quintessential opposing and balancing force. It is an IBM employee-owner’s perspective; it captures the views of those that will determine IBM’s 21st Century permanence. Its premise? IBM must rediscover its Corporate Constitution—its basic beliefs of Respect, Service and Excellence.

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