“The only way to prepare is to make sure that you’re ready to bounce back when something knocks you to the floor.”  – Tom Szaky, ‘Revolution in a Bottle’

‘Revolution in a Bottle’ by Tom Szaky is about the growth of TerraCycle, and Tom takes us from his ‘aha’ moment, his first ideas, his many challenges, and on to growing TerraCycle into one of the most exciting companies on the packaged goods landscape today.   It’s one of the best business books around – not just because it’s interesting and humorous, but because it’s filled with really good, original ideas.  Tom wanted the book to read like a novel, and he succeeded.  It’s a great story.  There’s a likable hero, suspense, drama, humor and a happy ending.  Can’t wait for the movie version, hopefully filmed in Toronto, Princeton and Trenton where it all started.

Entrepreneurs should read this book and keep it near their pillow at night.  Tom is honest about what it takes to build a brand, and entrepreneurs will find Tom’s story comforting during their own uphill battles.  He starts with a very good idea but it’s a long haul before the idea amounts to anything.  The rest is hard work, luck, getting up again and again, more hard work, meeting the right people, making the most of any opportunity, building on what succeeds, trying something different when it doesn’t and – oh yeah – more hard work.    And Tom’s not afraid to talk about the wrinkles along the way, and not afraid to show us that when things do work out it’s not because of brilliance or perfection, it’s about things working out – for now. 

There’s great humor in this book and entrepreneurs will enjoy – and recognize – the moments when a sense of humor goes a long way.  My personal favorite is when a TerraCycle receptionist, faced with a  line of hundreds of applicants for a handful of jobs, promptly quits.  Tom’s colleague, Robin Tator, looks at Tom and says, “You know, I bet you there’s a receptionist out in that line somewhere.”  Bouncing back and moving ahead.

Tom’s a business genius, and a business genius like Tom doesn’t come along very often.  He’s created a company with endless possibilities – great products made from non-recyclable trash, millions of people in towns, schools, and other organizations collecting items and sending them in, working with the largest consumer product companies in the world.  He connects with other leaders in the green business world – Seth Goldman at Honest Tea, Gary Hirshberg at Stonyfield Farm – and leaders in the Fortune 100 world – Walmart, Pepsico, Mars.  There’s really nothing else like TerraCycle, and it’s just beginning.  Put your popcorn in the microwave; this is going to be great.

I think of Walt Disney when I think of Tom – both true originals.  Disney changed family entertainment, and he did it by creating his own magical world and inviting everyone in.  Tom does this too –his world is one of great products at a great price, new products every day made from non-recyclable waste, making the discarded into things that are useful and good.  It’s magic too.  Disney started with a mouse and the Mouseketeers, Tom started with worms and has the Brigades.  And, like Disney, he’s building a generation of loyal fans, plus saving our planet at the same time.  So enjoy the book, enjoy the success of TerraCycle, and enjoy Tom Szaky and his genius.  We’ve seen the first chapter of something more – much more – to come.

KissMyCountry will post a two-part interview with Tom Szaky next week on 3/29/10 and 4/1/10, talking with Tom about TerraCycle, saving the planet and the places he loves – including a favorite spot in Trenton.  Enjoy!