Sarah Morgans has documented the history and culture of some of the country’s most celebrated corporations, organizations, and individuals. In addition to writing milestone anniversary books for Ariel Corporation, Brady Corporation, and Modjeski and Masters, she has co-authored the biography of J.D. Power and Associates founder J.D. “Dave” Power III.

Bill Thorness is a Seattle-based writer and editor who has authored three books, contributed to many others, and writes regularly for the media. He reported for more than a decade in the business press before becoming a freelance writer.

Their book “POWER: How J.D. Power III Became the Auto Industry’s Adviser, Confessor, and Eyewitness to History” is a compelling study of an intelligent, polite, market-research genius who unblinkingly spoke truth to power, and ended up making customer satisfaction a watchword not just in automotive but in all manufacturing and service industries.

“POWER” – No other individual has had as broad an impact on the auto industry during the past fifty years as Dave Power. He founded J.D. Power and Associates in 1968, a year when revolutionary cultural and political changes abounded. His persistence in getting auto executives to listen to customer concerns was key to the across-the-board rise in car quality, and the influence of his J.D. Power and Associates rankings has permanently raised the bar on customer satisfaction.

The book is divided into:

Section 1: Independence
Chapter 1: The Outsider’s Perspective
Chapter 2: End Run to the Decision Maker
Chapter 3: Forging Relationships

Section 2: Impact
Chapter 4: The Gold Standard of Quality
Chapter 5: Revolutionizing Retail
Chapter 6: Marketplace Insights

Section 3: Integrity
Chapter 7: Managing the Brand
Chapter 8: Tough Calls
Chapter 9: Controlled Controversy

“POWER” is a compelling exploration of the man behind one of the most influential names in the auto industry. It explores J.D. Power III’s impact on automotive marketing and consumer feedback. The authors present a detailed and engaging portrait of Power, recording his rise from a relatively modest background to becoming a pivotal figure whose insights and surveys reshaped the industry.

The narrative is informative and entertaining, combining biographical elements with industry analysis to illustrate how Power’s approach to customer satisfaction changed the game for automakers. Through detailed research and insightful interviews, the authors uncover the nuances of Power’s methodologies and his pivotal role in driving a customer-centric culture in the automotive world.

“POWER” is a valuable read for anyone interested in business innovation, consumer behavior, or automotive history. Sarah Morgans and Bill Thorness balance technical details with personal stories, making the book accessible to both industry professionals and general readers. Overall, it not only chronicles J.D. Power III’s professional journey but also offers a broader commentary on both consumer feedback and business strategy.

“Dave Powers not only wanted to remain independent in his efforts to help automobile manufacturers improve by listening to the voice of the customer, he also wanted to have as big an impact as possible on consumers and clients.”

*The author received a copy of this book in exchange for an honest review. The views and opinions expressed here belong solely to her.