e-spaces

Fred Withers goes against the grain. For a start, he says that covers definitely sell books. He should know; he is the author of a novel life.

April 13, 2007

By John Vlismas and Ronnie Apteker

Fred Withers goes against the grain. For a start, he says that covers definitely sell books. He should know; he is the author of a novel life. On the cover, he is a crisply cut man, from his tie to his conversation, but once we started reading, we found irreverent wit, worldly suspension of judgment and an intellectual lust for life.

He reminds us that we have few public places that we can all enjoy. Book stores and cinemas break down barriers. They get people connected. Fred says that it warms his heart when he goes into Johnnic Retail stores and sees people engaged in the rituals that surround good reading.

Chief executive of Johnnic Retail.

What does this mean?

I run Exclusive Books and Nu Metro theatres.

How did it all begin?

About 10 years ago, I moved from a record company to become the head of Exclusive Books. Before that, I was a lawyer. Law taught me about detail and discipline.

Is reading a passion?

Yes, I love books. I love reading. The book business combines the ‘paraat’ practices of retail with the pleasure of reading books.

What do you do everyday?

My children ask me that as well. I have meetings. Lots of meetings.

Does Amazon.com affect you?

Yes, I think to some degree. Amazon does a good job on the so-called long tail. We are no longer dominated by the few bestsellers. The back catalogue is what Amazon does well. We as a physical retailer simply can’t hold all that stock. We have to do things differently. We have to play to our strengths. Many people look up a book on Amazon and come to us looking to buy the book there and then. Our challenge is to make the Exclusive Books experience more inspiring and interesting. People like to be in Exclusive Books because it is both a solitary and a communal experience, and a ‘nice place to be’. There are very few public spaces in our cities today.

How do you measure success?

With a question. Is it financial success? Family success? Living in the present is important.

Do you feel you are successful?

Most often, I feel slightly dissatisfied. Success is to get the right balance between feeling satisfied and not losing the edge of doing the next interesting thing.

Is comedy and laughter something you embrace in the workplace?

I think this is something you embrace in all parts of your life. At Exclusive Books, while we have very strict financial and operational controls, we do nurture a more informal communications environment, which certainly promotes laughter. Some of our customers certainly make us laugh. It is always good for the soul to see an older lady from Johannesburg talking to a ‘dude’ from Pretoria with earrings and tattoos. The thing they all have in common is books.

Can you read people like a book?

I am interested in their covers.

Does a cover sell a book?

Yes, I think so. Take Spud, for example. It’s a combination of content, great story, the size of the book, reasonable price, and the name just gets your attention.

Do self-help books work?

They work for us. We sell a lot of them.

What maverick stuff have you done in your career?

When I was in the music industry, I was actively involved in lobbying for [and successful in] a local content quota for radio in South Africa. This was, at the time, certainly ‘maverick’ for the international record companies and the radio stations.It is hard to be a maverick when you are part of a large corporate like Johnnic. I did buy a KTM motorbike. It’s my ‘meno-porsche’.

Tell us about your marketing.

I am sensitive to hype and hyperbole. Our shops have to look good and have the right books first. The shops have to deliver.

The service has to be impeccable. Word of mouth is very important for us. There are three things we offer at Exclusive Books: book knowledge, a range of titles and a great experience. This is what differentiates us from our competitors.

What does it mean to be an entrepreneur?

Creativity through structure, like ballet or jazz. I am back to thinking that school uniforms are good. I am a big believer in classical education.

A lot of people have good ideas. The entrepreneur is the person who has the ability and courage to take a good idea and make a business out of it, even after making mistakes along the way.

What is your view on crime in our land?

We try and manage it at a personal and political level. I refuse to let crime dominate everything we do. We are lacking in shared values. Take Lagos, for example, where we are currently expanding. There people don’t even agree on what side of the road to drive on. A society has to have shared vision and shared values. This is a big challenge in South Africa. You need a social contract – to drive on the left, for example. We all need to be in agreement on these fundamental things.

Do you work hard?

Yes. I also work hard at balancing family, leisure and everything else. I often feel like those guys at the circus who spin those plates all at the same time.

What is your view on empowerment?

I feel that it is necessary to correct the imbalances of the past, but if there was true economic empowerment everyone would feel a lot more comfortable. The majority of unemployed people need to be economically empowered as well. Because of the past, we white guys have denied ourselves the opportunity to be too critical of issues like black economic empowerment because the past was so wrong.

How much does luck have to do with business?

A lot. Serendipity is a better term than luck.

Are leaders born or nurtured?

I like to believe that all qualities can be learnt. For example, creativity can be nurtured. I don’t like to believe it is innate. If anything is possible, it enables everyone to aspire to greater things.

What are the most important qualities a leader should have?

Respect for people. An ability to know when to listen. To be able to make firm decisions. Of course, you will make some wrong decisions, but the point is you make them and you don’t procrastinate. It is not about my view being better, but it is about making a firm decision. It is better to quickly go a longer route than to vacillate as to which is the shorter, smoother route.