United Breaks Guitars

The power of one voice in the age of social media

“The story of Dave Carroll’s broken guitar is the profoundly moving account of how one man took on an implacable system and won. In a world pervaded by doom and gloom, his story is a rare and welcome burst of sunshine.”

Frank McKennaDeputy Chair, TD Bank Group. Former Canadian Ambassador to the United States

“By far, the greatest story of one person’s social-media victory over big-airline lies and mistreatment. It’s why all companies better stand up and pay attention to every single voice. You will love Dave Carroll, his story, his victory, and his YouTube video. This is not just a book. It’s a service lesson and a warning about social consumerism.”

Jeffrey GitomerAuthor of "Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless"

“If you have customers, then you should read this book to understand how one frustrated—and talented—customer named Dave Carroll taught corporate America how to treat people better.”

Charlene LiAuthor of "Open Leadership," co-author of "Groundswell"

“As anyone who’s heard him sing or seen him speak knows, Dave Carroll is a master storyteller. In this delightful and insightful book, Dave unveils the amazing true story of the video sensation that changed the worlds of social media and customer service.”

David RogersAuthor of "The Network Is Your Customer"

“Dave Carroll tells the inspiring tale of how he handled a frustrating situation nonconfrontationally, with a mission of ‘improving the world, one experience at a time.’ His story resonated with me, and it will move you, too!”

Dr. Wayne W. Dyer#1 New York Times best-selling author, "Wishes Fulfilled and Excuses Begone!"

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Since “United Breaks Guitars” emerged, nothing is the same — for consumers, for musicians, or for business.

Whether you are a guitarist, a baggage handler, or a boardroom executive, this book will entertain you and remind you that we are all connected, that each of us matters, and that we all have a voice worth hearing.

Songwriter Dave Carroll wasn’t the first person abused by an airline’s customer service. But he was the first to show how one person, armed with creativity, some friends, $150, and the Internet, could turn an entire industry upside down.

United Airlines had broken Dave’s guitar in checked luggage. After eight months of pestering the company for compensation, he turned to his best tool—songwriting—and vowed to create a YouTube video about the incident that he hoped would garner a million views in one year. Four days after its launching, the first million people had watched “United Breaks Guitars.” United stock went down 10 percent, shedding $180 million in value; Dave appeared on outlets as diverse as CNN and The View. United relented. And throughout the business world, people began to realize that “efficient” but inhuman customer-service policies had an unseen cost—brand destruction by frustrated, creative, and socially connected customers.

“United Breaks Guitars” has become a textbook example of the new relationship between companies and their customers, and has demonstrated the power of one voice in the age of social media. It has become a benchmark in the customer-service and music industries, as well as branding and social-media circles. Today, more than 150 million people are familiar with this story.

In this book, you’ll hear about how Dave developed the “just do it” philosophy that made him the ideal man to take on a big corporation, what it felt like to be in the center of the media frenzy, and how he’s taken his talents and become a sought-after songwriter and public speaker. And businesspeople will learn how companies should change their policies and address social-media uprisings.

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Remember Dave Carroll? He's back with a book, United Break Guitars, with lessons for airlines in crises management - SimpliFlying - Making Airlines Remarkable says:

April 29, 2023 at 4:14 pm

[…] us a very good case study that we use during our MasterClasses. Now, he's come out with a book – United Breaks Guitars: The Power of One Voice in the Age of Social Media, which has just been published. The book goes in-depth about how an accidental spokesperson for an […]
9 Real Examples of Funny Customer Feedback – oeoes says:

April 12, 2023 at 1:46 pm

[…] to take extreme measures to get his story heard. He didn’t just stop there; he even wrote a book about his experience. Talk about creative and thoughtful customer […]

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United Breaks Guitars

Since “United Breaks Guitars” emerged, nothing is the same — for consumers, for musicians, or for business.

Songwriter Dave Carroll wasn’t the first person abused by an airline’s customer service. But he was the first to show how one person, armed with creativity, some friends, $150, and the Internet, could turn an entire industry upside down.

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