The Big Man of Jim Beam

Chapter 17Traits and Attributes

Booker Noe served as master distiller of Jim Beam Brands (now Beam Suntory) for more than 40 years. During that time he increased production year after year, streamlined manufacturing processes, and created the Small Batch Bourbon Collection, which led to the establishment of a new category of American whiskey—super-premium bourbons.

During his tenure at Beam's Boston plant he wore a number of hats and held a variety of titles, both official and unofficial, ranging from distiller to human resource director to chief of security to purchasing head to brand innovator. He worked in a different time and era, when roles were not clearly defined and job descriptions not fully developed or adhered to. Simply put, he did what needed to be done to move the business forward. He never took a distilling course or chemistry class, never studied engineering, and did not have a degree in business management. Rather, he worked, created, and managed by instinct and intuition, learning and improvising as he went along as he grew into his role as company and industry leader.

Through interviews with coworkers, peers, and friends, it is evident that Booker did possess a number of traits, attributes, and beliefs that aided him in this growth; traits, attributes, and beliefs that other managers and entrepreneurs should either consider developing in themselves, for their own career advancement, or looking for in the people that they hire.

These include:

1. Loyalty. When ...