Estimated reading time: 3 minutes

Dan’s Biz Bookshelf: ‘Notorious: Leadership Lessons from History’s Most Notorious Leaders’

Most writers focus on one famous person and what they have to say about business, sports, leadership, or whatever, but in his book Notorious: Leadership Lessons from History’s Most Notorious Leaders, I-Connect007 columnist and author Steve Williams researched the leadership styles of many famous people. Here’s the real kicker: He focused on the infamous rather than the famous; the notorious, and the so-called “bad” guys.

Don’t look for suggestions on what Jesus or Tom Brady would do (I’m from New England where they are considered about the same). In his completely new and revised edition of Notorious, Williams highlights the bad guys—from Hell’s Angel leader Sonny Barger’s views on critical thinking and diversity of opinion (yes, you read that right), and Blackbeard the pirate on branding—to my favorite, Al Capone on knowing what your customers want. Brilliant!

For some reason, business books are not supposed to be fun. Most are dull and filled with boring charts that no one looks at, but not this one. Notorious is full of fun stories about the world’s worst guys and gals and what they thought about doing business–in their own sweet way, of course. Among them is Attila the Hun, who teaches us to be decisive: “It takes less courage to criticize the decisions of others than to stand by your own.” I suspect Attila did not take well to other’s opinions. I dare say he knew what he wanted to do and when and did not entertain any opinions from the rest of his Huns.

I enjoyed learning that Atilaa married many times, choosing his wives based on the territories they could bring him–a kind of annexation by matrimony. However, he died from overindulgence on his final wedding night at age 47.

Another notorious character was Freydis Eiriksdottir, the daughter of Erik the Red. Not to be outdone by her badass brothers, Freydie, as her friends called her, had a penchant for slaughtering her enemies with an axe. This red-haired Viking’s claim to fame was that she believed in walking the walk. “Why do you flee from such wretches, brave men like you? You should be able to slaughter them like cattle! If I had a weapon, I am sure I could fight better than any of you!” She didn’t wait around for Title IX. We learn from Freydis: Tell them, then show them, and always keep your promises.  

Another fun character in the book is Sonny Barger, credited with making Hell’s Angels the fine organization that it is today. Ralph Hubert “Sonny” Barger founded the Oakland chapter of Hell’s Angels in 1958 and several more chapters. Today, there are 2,500 members in over 200 clubs around the world. For a bad guy, Sonny was pretty bright. I was impressed with his statement on leadership: “Leaders accept dissent, the tyrant goes it alone.” True to his word, Sonny encouraged other opinions in his organization, but he also understood that “Harmony is overrated.”

I hope this gives you an idea of how unique this book is, especially as a business book. As Williams writes in the epilogue: “The true student of leadership will care less where the lessons come from and more about what they can learn from them and apply them to their advantage. In today’s business environment, we all need every advantage we can get.”

Well said, and may I add, if you want a great, fun read and to learn something valuable to boot, this is the one book you should read this year.

Dan Beaulieu is president of D.B. Management Group.

Title: Notorious: Leadership Lessons from History’s Most Notorious Leaders
Author: Steve Williams
Publisher: Copyright 2024, Atmosphere Press
Pages: 164
Price: $17.99