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To Create a Customer
Peter Drucker
There is a lot of competition among the world's top management gurus. But, strangely, they all agree on the answer to the question: who is the most important modern management thinker? The answer is obviously Peter Drucker. Everyone agrees that he is the man who invented modern management. He was the first person to think carefully about the position of business in society. He supported the idea of giving more power to workers at a time when the boss's word was law. He saw the importance of computers before Bill Gates had learnt to read. He also said that government businesses should return to the private part of the economy over twenty years before the idea changed the face of Europe.
But Drucker is not just a business specialist. He has written two books of fiction and he has also taught university courses on Japanese art. Even his books about business are full of ideas and information from history and literature. 'How many Englishmen were gentlemen in the nineteenth century?' he asks in one of his books. (Not many, is his answer.) He often gives examples from the works of Jane Austen and Charles Dickens to explain his ideas about company life.
He has no real experience of business, because he has spent most of his life in universities. And although he has worked in the USA for over half a century, he is not really an American. Perhaps that's why he's always been a little bit different.
Drucker was born in 1909 and grew up in Vienna, Austria. His grandmother was a musician who had played for Gustav Mahler; his father had been a friend of Sigmund Freud. Drucker grew up in a home where people spoke three languages. They discussed science, books and mathematics in the way that many modern families talk about TV and sport today.
It was soon clear that the young Peter Drucker was very clever. He got excellent results at school and at the age of seventeen, he decided to leave Austria and find a new life. He moved to Hamburg in the north of Germany. His father wanted him to become a full-time student at Hamburg University. But the idea was too boring for Drucker.