Book review: Jacksonville businessman shares advice for success
"How the Rubber Meets the Road"
Author: Dick Erickson
185 pages, $14.95 paperback
Jacksonville businessman Dick Erickson tells a compelling tale in his new book of how a Midwestern kid who went on to become a pilot in Vietnam turned a post-war retail job into a successful tire store chain relying on a few basic business principles.
In “How the Rubber Meets the Road,” Erickson outlines his master plan for creating a thriving enterprise known as Sun Tire and Automotive Services — not with an MBA from a fancy college but with a work ethic he learned on North Dakota farms and by emulating his role model, Les Schwab Tires of Oregon.
After a couple of unsuccessful stints in college, Erickson writes about how he became a heroic Marine Corps helicopter pilot — at one point crashing in the Vietnam jungle — and ultimately operated a phenomenally profitable and growing chain of Sun Tire stores in Florida.
His practical, time-tested business principles, including the use of profit-sharing he saw at Les Schwab to connect with and motivate retail-wage workers, present a comprehensive roadmap to starting, running, and prospering in business.
“This book is about my journey and what I’ve learned as a business owner. Most of the principles I’ve written about can be applied to other businesses,” said Erickson, who sold the business in 2018 to Mavis Discount Tire after 37 years in business.
Erickson writes extensively about four keys to business success: 1) Customer services, 2) Defined profit-sharing 3) Mentoring and 4) Profitable growth.
“I’ve had the opportunity … to work with over 400 CEOs and entrepreneurs over 40 years,” said John Beehner, founder of Wise Counsel consulting. “Dick Erickson is among the top 10. (His) experience and integrity will have a positive impact on your business pursuits.”
Erickson grew up in rural North Dakota as a competitive athlete who attended the North Dakota State University before becoming a Marine Corps helicopter pilot in Vietnam. He flew hundreds of rescue missions but crashed one day in the Demilitarized Zone and had to hide out in a friendly village.
Upon leaving the Marine Corps, he returned to North Dakota to finish his degree. Then he got into the tire business, first working at Big 10 Tires in Panama City, Fla. He went on to set up stores in Albany, Ga. In 1981, Dick opened the first Sun Tire store in Orange Park. Business went well and he went on to open eight more stores in, or near, Jacksonville, and two in Tallahassee.
He achieved success by treating employees as he would want to be treated — including offering them a well-defined and transparent profit-sharing program.
This book is a must-read for every businessperson and entrepreneur.
Douglas Filaroski was an award-winning reporter for The Florida Times-Union.
This article originally appeared on Florida Times-Union: Book review: 'How the Rubber Meets the Road' by Dick Erickson
