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How One Company Changed the World by Reinventing Business

This book is available for download with iBooks on your Mac or iOS device, and with iTunes on your computer. Books can be read with iBooks on your Mac or iOS device.


The #1 national bestseller—now in paperback!

Can a company be cool, socially responsible and still make money?

Welcome to the Looptail. This is the extraordinary true story of Bruce Poon Tip and how he honed his entrepreneurial instincts to create G Adventures, the world’s most successful adventure travel company. Based in Canada, G Adventures operates in more than 100 countries, on all seven continents, and serves more than 100,000 customers every year. In this unique first-person account, Poon Tip reveals his unusual management secrets that allowed him to keep growing his company, his employees fully engaged and energized, and his customers extremely happy.

It’s all pretty amazing for a guy who started the company in 1990 by maxing out a few of his credit cards to finance the start-up. Poon Tip has worked tirelessly to ensure that his company generates good karma for everyone; that is, that “giving back” in life and in business is all about the cycle of the Looptail. Poon Tip has created an entirely new and refreshing approach to management. For example, there is no traditional CEO at G Adventures—instead, every employee is a CEO, empowered to make instantaneous decisions to help serve clients on the spot. But while there’s no CEO, there is a company Mayor who takes the daily pulse of corporate morale. There’s no HR department, but there is a Talent Agency and company Culture Club.

This is a singularly stunning story of why community, culture and karma matter in business, and how one man’s desire to do the right thing and generate profits can be blended into a win-win for all involved.

From Publishers Weekly

Jul 29, 2013 – Poon Tip recounts his path to founding his company, G Adventures, the world’s largest adventure travel agency, which focuses on helping people see the world without exploiting the communities that they visit, in this vanity project. As a child, Poon Tip’s family of nine moved from Trinidad to Calgary, Canada. Determined not to be hindered by the racism they experienced in their new country , he began founding businesses even in childhood, when he contracted other kids to run paper routes. Ultimately, his love of adventure led him to start his own company in 1990. The book is a love song to the business, covering the growth years, his extraordinary travels, and the company’s work to promote social responsibility and poverty alleviation. In this first-person account, Poon Tip offers suggestions on how best to structure a company, develop company culture to build a brand, and retain customers; he also discusses the importance of building a business that reflects your values. Unfortunately, he doesn’t manage to advance a convincing argument that his strategy is revolutionary enough to back up all the self-hype, and his story offers little substantive inspiration or direction.

Customer Reviews

I found it hard to put this book down!

Business books are not supposed to be page turners but I really found it hard to put this book down! Bruce's persistence to see his vision not only become a reality but to thrive and revolutionize the travel industry is a real testament to his character and upbringing. For those who have seen him speak before, this book reads as he talks and is complimented with interesting stories and comedic outbursts that had me cracking a smirk throughout.


I could not put this book down. I certainly understand why it took so long to tell this story...your ending was fantastic! Wishing you continued success. Thanks for giving me some insight into your vision. I have accumulated over a year of travel with G Adventures, feeling the movement but not understanding the vastness of it. Looking forward to the next adventure to Indochina.


I had the opportunity to read the pre-release of this book and I'm inspired. The business community is in need of a new mindset to do good in this world and to be profitable at the same time. This book will inspire people to make this shift or at least start thinking about it. People give me smirks when I share my thoughts about the power of happiness, and this book proves true about this power and does so in an enlightening way. For those of you in business after reading Looptail, it might cause you to rethink the strategy for success. But for the most part, I love the book because it gives proof that businesses can be honorable, responsible, and a vehicle to do good on this planet.

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  • $11.99
  • Available on iPhone, iPad, iPod touch, and Mac.
  • Category: Business & Personal Finance
  • Published: Sep 17, 2013
  • Publisher: HarperCollins Publishers
  • Seller: HarperCollins
  • Print Length: 304 Pages
  • Language: English
  • Requirements: To view this book, you must have an iOS device with iBooks 1.3.1 or later and iOS 4.3.3 or later, or a Mac with iBooks 1.0 or later and OS X 10.9 or later.

Customer Ratings

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