66c362b907afd75737e7fe6a How To Slay The Giant

How to slay the giant

Aug. 19, 2024
In his book, Turning the Giant, John Berra shows how to conquer today’s complex business challenges
Never let a bit of uncertainty stand in your way. That’s the message John Berra wants new and existing business leaders to take away from his new book, Turning the Giant, Disrupting Your Industry with Persistent Innovation (Forbes Books, March 2024). Past chairman of Emerson Process Management (now Emerson Automation Solutions) and a Control Process Automation Hall of Fame inductee in 2011, Berra writes that “giants,” such as technological advances and increasing global competition, make the challenges that process control industry leaders face more complex than ever. It’s hardly the time to get caught up in one’s own uncertainties because—though they may look different through time—those giants will always exist and need to be slain. So, it’s better to use them to your advantage.
 
Turning the Giant shows today’s business leaders how to do it. 
 
Berra is an ideal messenger in this case because his 40-plus-year career in process control gave him expertise and insights that helped individuals and organizations achieve their full potential. Before leading Emerson Process Management, he served as president of Fisher-Rosemount Systems, and was the process group business leader for Emerson Electric. In addition to the Process Automation Hall of Fame, he was named one of the 50 most influential industry innovators by Intech magazine. He also served on the boards of Ryder System and National Instruments.  
 

Berra shows how leaders can deal with their own self-doubt and skepticism, while simultaneously seizing on solutions to ever-growing challenges such as corporate bureaucracy, rapid innovation, intense competition and, ultimately, maintaining success. Each chapter in the book is devoted to lessons on facing these challenges and turning them to your advantage.

Berra guides readers to identify the strategic value of each obstacle. He tackles the frequent business disruptions that are usually out of leaders’ control, but require attention to stay ahead of the competition.

One example of his experience was the introduction of Delta V from Emerson, which was ahead of its time in the mid-1990s.

Technically speaking, Turning the Giant is a business and finance book. However, its readers may feel like they’re perusing the self-help section of their local bookstore. At its core, the book inspires positive thinking and self-reflection from those in the business world who may need it most, but don’t always have the time or best skills to step back to ponder their own vulnerabilities. It’s this aspect that makes this book different from a traditional how-to for the business world.

Berra doesn’t come across like a new-age guru, though. Like any good business leader, he maintains a practical approach to problem solving. Turning the Giant has no shortage of insights, and includes quotes from world and business leaders as varied as Winston Churchill and Elon Musk. However, Berra maintains a straightforward approach drawn from his own experience in business. He isn’t shy about sharing personal stories from his career and acknowledging his standards and expectations for himself.

If you’re looking for a strategy to help maneuver business and personal challenges, Turning the Giant is well worth your time.

About the Author

Len Vermillion | Editor in Chief

Len Vermillion is editor-in-chief of Control. 

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