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Looptail: How One Company Changed the World by Reinventing Business
Much in the same vein as Delivering Happiness, Looptail combines both Bruce Poon Tip's extraordinary first-person account of his entrepreneurial instincts to start and develop G Adventures, a highly-successful international travel adventure company, and along the way, he reveals his unusual management secrets that not only keep his employees fully engaged but also keep his customers extremely happy.
304 pages, Hardcover
First published September 17, 2013
73 people are currently reading
949 people want to read
About the author
Bruce Poon Tip
12 books14 followersBruce Poon Tip is the founder of G Adventures, the most successful travel adventure company in the world. He once turned down a $100 million offer to buy his business, so that he could continue to grow the company based on its core values: showing how community, culture & karma matter in business, and in engaging customers and your team. He also created the Planetarra Foundation, a nonprofit organization that offers social enterprise development.
His first book, Looptail, became an international bestseller in the first week of its release.
His first book, Looptail, became an international bestseller in the first week of its release.
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Displaying 1 - 30 of 92 reviews
November 6, 2013
I really hope Looptail inspires other entrepreneurs to be social entrepreneurs like Bruce Poon Tip. One of my favorite quotes from the book is "Business continues to evolve in parallel to society. We've been through the stage in which businesses provided what the customer needed and through the stage after that in which they provided what the customer wanted. Now, successful companies tell you why you should want to be a part of something bigger than yourself. Satisfying an under-explored human need: the need to be good. Being good is starting to matter more. We want to have our cake and eat it to- and not feel guilty about it."
In 2007 I started GEEO (www.geeo.org), a 501c3 non-profit organization that organizes travel programs for teachers and then helps them bring that experience into their classrooms. In 2011 I met with Bruce and explained what we were doing. A week later we formed a partnership with G Adventures that has allowed us to grow by leaps and bounds every year since.
After reading this book I can see why Bruce so quickly decided to partner with us. We are another Looptail that Bruce has played a significant role in. The typical teacher educates about 100 students a year, 3000 over the course of their careers. The teachers that participate in our programs (800 so far) influence and inspire their students to follow in their footsteps and become travelers themselves. I am sure many of these former students will end up traveling with G Adventures, a perfect example of doing good creates a Looptail that is good for your business.
In 2007 I started GEEO (www.geeo.org), a 501c3 non-profit organization that organizes travel programs for teachers and then helps them bring that experience into their classrooms. In 2011 I met with Bruce and explained what we were doing. A week later we formed a partnership with G Adventures that has allowed us to grow by leaps and bounds every year since.
After reading this book I can see why Bruce so quickly decided to partner with us. We are another Looptail that Bruce has played a significant role in. The typical teacher educates about 100 students a year, 3000 over the course of their careers. The teachers that participate in our programs (800 so far) influence and inspire their students to follow in their footsteps and become travelers themselves. I am sure many of these former students will end up traveling with G Adventures, a perfect example of doing good creates a Looptail that is good for your business.
November 26, 2017
As a Travel Advisor who believes strongly in sustainable tourism, I'm a big fan of G Adventures and frequently include them as an option when booking trips for my clients. So I'd been looking forward to reading Looptail for a long time. I started it in Spring 2017 and got about halfway through. Then I got bored, and it languished on my side table until November. To be honest, when I picked it up again I skipped 5 or 6 chapters and went right to the last 2.
Every chapter seemed exactly the same: Our company was doing great, we were growing, taking in $XXX million, but I felt like something was missing. So I a) got everyone/a few selected employees together and refocused our mission; or b) got rid of everyone and hired a completely new team. I felt like I was stuck in Groundhog Day.
I gave this book 3 stars - 2 for a book and a bonus star because he founded G Adventures.
Every chapter seemed exactly the same: Our company was doing great, we were growing, taking in $XXX million, but I felt like something was missing. So I a) got everyone/a few selected employees together and refocused our mission; or b) got rid of everyone and hired a completely new team. I felt like I was stuck in Groundhog Day.
I gave this book 3 stars - 2 for a book and a bonus star because he founded G Adventures.
October 19, 2017
It's hard to enjoy a book when the main protagonist, in this case Bruce, is so clearly not enjoying himself. Despite his constant bragging about company happiness stats and his new-agey ideas about company culture, Bruce is never happy. If employee happiness is so important, isn't he another employee of his company? But anyway, I picked up this book to learn about running an alternative tour business. I honestly didn't find it that helpful, as the scale of G Adventures is so huge and the problems that Bruce faces are quickly unrelatable to the start-up or small business. I honestly can't recommend this book, and found myself somewhat turned off by the company and Bruce's humble-bragging despite the philanthropy and admirable innovativeness.
August 12, 2013
A fantastic true story of how Bruce Poon Tip honed his entrepreneurial skills to create the worlds most successful adventure travel company, G Adventures.
But its so much more than that - Poon Tip reveals some of the secrets that make G Adventures one of the most admired corporate cultures and business and how changing peoples lives is the most important thing that his company does, be it the customers that travel with G, the employees who work there, or the people who live in the local communities that G Adventures visits.
A business book for modern times, Looptail will appeal to those interested in honing their business skills or looking to be inspired by a story of adventure and the ups and downs of creating a global business.
But its so much more than that - Poon Tip reveals some of the secrets that make G Adventures one of the most admired corporate cultures and business and how changing peoples lives is the most important thing that his company does, be it the customers that travel with G, the employees who work there, or the people who live in the local communities that G Adventures visits.
A business book for modern times, Looptail will appeal to those interested in honing their business skills or looking to be inspired by a story of adventure and the ups and downs of creating a global business.
January 28, 2017
I think not liking this book has more to do with me than the book itself. I wanted to read this because I love G Adventures - I've been on several of the trips and I also worked for one of the contracted companies in Australia. I've always found them to be professional, fun, easy to work with, etc.
I read this book because I wanted to see how they fostered the can-do, positive attitude amongst their guides and management, however it wasn't really discussed. This is more Bruce Poon Tip's life story and how he got his business to succeed. I'm not a huge fan of business books, so I don't think I was the demographic that this book is aiming for.
I read this book because I wanted to see how they fostered the can-do, positive attitude amongst their guides and management, however it wasn't really discussed. This is more Bruce Poon Tip's life story and how he got his business to succeed. I'm not a huge fan of business books, so I don't think I was the demographic that this book is aiming for.
November 9, 2019
Dnf Page 154, 2,5 stars
Just could not bring myself to finish this one. I do like the general theme of this book. But I guess I live in this Berlin social business bubble and to me, all this isn't new.
Bruce Poon Tip recalls how his business came to be, what decissions he made and where this let him and his company in the end.
The book is from 2013 and his book starts with storys from his childhood. Decissions he made in the 90s where innovative back then, but it is kind of a standard nowadays. At least in my bubble. So all in all it's kinda boring for me to read about 'back in the day'.
Just could not bring myself to finish this one. I do like the general theme of this book. But I guess I live in this Berlin social business bubble and to me, all this isn't new.
Bruce Poon Tip recalls how his business came to be, what decissions he made and where this let him and his company in the end.
The book is from 2013 and his book starts with storys from his childhood. Decissions he made in the 90s where innovative back then, but it is kind of a standard nowadays. At least in my bubble. So all in all it's kinda boring for me to read about 'back in the day'.
March 21, 2017
Bruce Poon Tip shares his life story about how he built a super successful organisation and then rebuilt it again to ensure that it continues to achieve its true purpose...how we make people feel. Very courageous and very inspiring!
June 11, 2016
This was a good read. I would like to give it a half star more, but I don`t want to give it four and say it deserves a half star less so at 3 stars it will stay. The guys voice throughout the book is just alright but his passion does shine through in his writing. You could say he`s a bit fanatical but it seems to work for him.
I work for a company that desperately wants to instill the kind of loyalty and dedication that Bruce (Seemingly) has from his employees. You certainly have to drink the Kool-Aid and I guess we all do in regards to whatever we do. In fact, I bet that people get mad at this type of mentality because it`s all about making a decision to do something very specific with your life. Commitment I guess. And committing to a corporation, whatever it is, is stupid. I think I`m kind of past that point in my life, where I used to think that. I don`t think that anymore. At least not about people like Bruce who feel that way about what it is they`re doing. I do not feel this way about my current job, but I wish I did.
I guess what I mean is I am envious that people feel passionate and inspired by their jobs and I hope to one day have that feeling about my job.
I don`t know if Bruce and his employees feel that way about their jobs or if they just make everyone say that and everyone who works there is secretly a basket-case self loather or something. I mean, there are people where I work who absolutely love it... but I think they`re weird. And not just because they love their jobs. I honestly think if I were to meet them out of context and not know they worked where I do I would still think them weird. So now I`m left wondering if all the people who work for G Tours are liars, or are weird... or if they just work at the best place in the world. As I said before, I`m old enough now to want to believe there is a best place in the world to work and I hope G Adventures is that place. And if it is true then I want to work at G Adventures. I would join a cult if it would make me happy I guess is what I`m saying.
Is that bad? Is this book bad? Is it good? I don`t really think I have the answer to your question. So, much like this rant, I will give it a three. And in the hard comparison of rants to number systems judged out of 5, five being the highest and 0 being the lowest (Can you give a book Zero stars on this? I don`t think so cause I would have done it to that god awful Belushi Book) this book ranks in the middle. Or not. I don`t know. No one will ever read this.
I work for a company that desperately wants to instill the kind of loyalty and dedication that Bruce (Seemingly) has from his employees. You certainly have to drink the Kool-Aid and I guess we all do in regards to whatever we do. In fact, I bet that people get mad at this type of mentality because it`s all about making a decision to do something very specific with your life. Commitment I guess. And committing to a corporation, whatever it is, is stupid. I think I`m kind of past that point in my life, where I used to think that. I don`t think that anymore. At least not about people like Bruce who feel that way about what it is they`re doing. I do not feel this way about my current job, but I wish I did.
I guess what I mean is I am envious that people feel passionate and inspired by their jobs and I hope to one day have that feeling about my job.
I don`t know if Bruce and his employees feel that way about their jobs or if they just make everyone say that and everyone who works there is secretly a basket-case self loather or something. I mean, there are people where I work who absolutely love it... but I think they`re weird. And not just because they love their jobs. I honestly think if I were to meet them out of context and not know they worked where I do I would still think them weird. So now I`m left wondering if all the people who work for G Tours are liars, or are weird... or if they just work at the best place in the world. As I said before, I`m old enough now to want to believe there is a best place in the world to work and I hope G Adventures is that place. And if it is true then I want to work at G Adventures. I would join a cult if it would make me happy I guess is what I`m saying.
Is that bad? Is this book bad? Is it good? I don`t really think I have the answer to your question. So, much like this rant, I will give it a three. And in the hard comparison of rants to number systems judged out of 5, five being the highest and 0 being the lowest (Can you give a book Zero stars on this? I don`t think so cause I would have done it to that god awful Belushi Book) this book ranks in the middle. Or not. I don`t know. No one will ever read this.
August 20, 2019
I got this book for free at a Travel and Adventure show some number of years ago and it sat on my Shelf, untouched until very recently. I didn't really have any idea about what it would be about. I had never heard of G adventures before the travel show, and although after, I had been to their website and seen many of the fun trips they offer, I didn't really understand that this would be an autobiography of the founder.
Luckily, this is exactly the kind of book I like. It also reads like an autobiography of someone whose number 1 thing is travel and not writing autobiographies. Which I thought made the book more personable. It covers everything from this Childhood and background to the founding of G Adventures up until the time of writing. It did endure me to the company, and I do plan on taking a trip one day with them. It was also interesting how a company could be so passionate about the industry they are in, yet also be so passionate about the employees they have, and about the communities, they interact with. It's wonderful how they are always thinking about the communities, and the employees, both in the home offices and in the local tour areas.
I underlined so many parts of the book, that I'm not even sure where to start. I certainly have a lot to noodle on.
Luckily, this is exactly the kind of book I like. It also reads like an autobiography of someone whose number 1 thing is travel and not writing autobiographies. Which I thought made the book more personable. It covers everything from this Childhood and background to the founding of G Adventures up until the time of writing. It did endure me to the company, and I do plan on taking a trip one day with them. It was also interesting how a company could be so passionate about the industry they are in, yet also be so passionate about the employees they have, and about the communities, they interact with. It's wonderful how they are always thinking about the communities, and the employees, both in the home offices and in the local tour areas.
I underlined so many parts of the book, that I'm not even sure where to start. I certainly have a lot to noodle on.
June 8, 2013
Looptail is a fairly standard business profile. Where it stands just above similar books is in being a Canadian story - so there's a some harmless jingoism here - but also in relentlessly focussing on the customer. Bruce Poon Tip doesn't tell you the 467 secret ways to grow your business or the seven habits of super management. He tells a story about deciding what his customers wanted and then, a la Steve Jobs, telling those customers what they want.
Because business is all about the customer and the special ways that companies connect to them outside of the cash register. Or, as one chapter says with memorable clarity: "If you don't love your customers, someone else will".
Follow me on Twitter: @Dr_A_Taubman
Because business is all about the customer and the special ways that companies connect to them outside of the cash register. Or, as one chapter says with memorable clarity: "If you don't love your customers, someone else will".
Follow me on Twitter: @Dr_A_Taubman
February 20, 2015
This is a pretty fun read. The author relates how his socially, environmentally, and ethically responsible approach to the travel business proved to be hugely successful. He develops an ideal for personal and business life based on the concept of karma - the looptail - with an emphasis on paying it forward. At times, it sounds like Tip would be a difficult person to work for, but on the other hand a business that upholds genuine values might prove to be easy to commit to. That his business (G Adventures) has consistently shown dramatic growth, even in 2008, provides compelling evidence that consumers want to be supportive of businesses that deliver both in service terms and in sustainability.
March 5, 2015
I am a great admirer of Bruce Poon Tip and his ideals and the products that G Adventures have to offer. So I was looking forward to reading more about him and the course he has chosen to take. The book has reinforced my admiration, especially how he often bypassed an 'easy profit' in order to maintain the ideals he began with and to truly build a worthwhile legacy, but overall the writing fell flat and left me struggling to continue. Obviously I am more interested in the man than his business acumen so others looking to learn something to inject into their own business dealings may enjoy this book more than I did.
October 16, 2020
This was an interesting book overall. I liked the way the book started and the storyline felt very engaging. Near the middle to 3/4's of the book it went a little flat. It felt like everything revolved around the author, also felt a little whiny at times (sorry to say). It's not clear if it was supposed to be an autobiography or business book. Nonetheless, it opened my eyes to new concepts and perseverance, which we all need in our lives.
The story is great for the most part, although it felt a little derailed and disjointed between the beginning and end. still recommend it though.
it was read as an audiobook.
The story is great for the most part, although it felt a little derailed and disjointed between the beginning and end. still recommend it though.
it was read as an audiobook.
January 1, 2019
2.5-star book with a 5-star foreword by the Dalai Lama. I thought it’d be actually about the Looptail and about giving back, but he barely answers that question and instead just regales the readers with 17 different times that he had a realization that the company wasn’t cutting it and that he needed to fire a ton of people.
The author isn’t charismatic and tells the story of the company without really talking about anyone besides himself until around Page 220.
Read the foreword in the bookstore and then skip it.
The author isn’t charismatic and tells the story of the company without really talking about anyone besides himself until around Page 220.
Read the foreword in the bookstore and then skip it.
April 7, 2014
Very interesting read. Great to see how a business can focus on the customer and small little vendors in other countries and succeed. Shows you don't always have to be all about the profits and instead can be focused on people. Great read for anyone thinking about starting a business or how to help an existing business or department grow.
August 10, 2016
One of the business books that every person should read. It talks about the importance of happiness and giving something back to the society, and how Bruce Poon Tip successfully made a positive impact using his business model. Will definitely read it over and over again.
March 8, 2015
I would give the first 100 pages four stars. It's a great story (and incredible company), but the latter half of the book is a little too high on G Adventure's praises. Having said that, it totally made me want to book another tour.
May 7, 2018
Some good content, but just didn't hit me quite right. Not sure if it felt too much like bragging or if there was an air of arrogance or what. Well written and some great tidbits, but overall felt just kind of meh.
April 10, 2014
I think that I liked the idea of Bruce Poon Tip a lot more than I would like him as a person, and certainly much more than I would have liked him as a boss.
December 27, 2015
Good first half but a struggle on the 2nd half.
May 17, 2016
Fascinating company and nice to see success doesn't have to come at the expense of morals. Overall writing was meh. Worth the read though.
August 28, 2016
Interesting story. We have been on 2 GAP trips and are headed to the 3rd. Bruce is a little boastful of his accomplishments but the $s in sales back him up.
July 16, 2020
This book was on my shelf for a while and I finally found time to read it - a good and interesting business book, about social entrepreneurship. I’ve never travelled with them (but did with intrepid) - was always curious about how the business was started and generally, it’s a perfect overview. Shame it didn’t cover intrepid - I’m very curious now to know how 2 companies compare (I guess - company culture?) The first part of the book was very captivating and got a bit repetitive by the middle/end with all the happiness and stuff - would also be curious to know the opinions of employees, rather than just the top-down view from the founder. Also how it changed by now (the book was published a few years ago). Going through the website and looking at booking a tour, it’s possible to skip the social aspect and not understand how much good they are doing - the book covers it well and it’s genuinely very interesting to read. I’d definitely be more inclined to book a trip with them in the future (as a result of this book). The addition of the QR codes was also a nice touch and I did watch some videos - not all, I thought it was a bit too much for me - but if you are very interested, you can learn a bit more about the topic by watching some videos about the topic.
June 16, 2019
This book is a perfect example of how beautiful and truly inspiring social entrepreneurship can be!
Poverty is one of the most daunting global challenges we face. In order to tackle it, the author posits that traveling could be the greatest form of wealth redistribution that the world has ever seen. Tourism is a trillion dollar industry and according to a study conducted by the UNEP (United Nations Environmental Program), “… of every $100 spent by a tourist from a developed country only $5 stays in the country that they visit.” Thus, Poon Tip transformed his passion for travel into a booming business by leveraging his travel company to address the wide disparity between the rich and poor in each country his travel groups visit. His initiatives are such simple processes to implement yet they have powerful and lasting impacts on the communities they serve.
If you read this book, buy a Kindle or Google playbook version so you can click the links which showcase all the amazing projects Poon Tip created in developing countries. This book is a wonderful reminder that you can change the world for the better while also doing whatever it is that you really love to do.
Poverty is one of the most daunting global challenges we face. In order to tackle it, the author posits that traveling could be the greatest form of wealth redistribution that the world has ever seen. Tourism is a trillion dollar industry and according to a study conducted by the UNEP (United Nations Environmental Program), “… of every $100 spent by a tourist from a developed country only $5 stays in the country that they visit.” Thus, Poon Tip transformed his passion for travel into a booming business by leveraging his travel company to address the wide disparity between the rich and poor in each country his travel groups visit. His initiatives are such simple processes to implement yet they have powerful and lasting impacts on the communities they serve.
If you read this book, buy a Kindle or Google playbook version so you can click the links which showcase all the amazing projects Poon Tip created in developing countries. This book is a wonderful reminder that you can change the world for the better while also doing whatever it is that you really love to do.
November 12, 2020
In the end... I really enjoyed this book and found it very inspiring. I can’t quite put my finger on why, but I have started this book only to put it down a few pages in many time’s over the past few years. This time, while slow going at the beginning, I got through it and enjoyed it more and more as the book went on. Bruce Poon Tip, Founder of G Adventures, shares his journey of building a multi million dollar travel adventure company and his unique approach of customer obsession and culture building. He shares some very interesting and inspiring ideas which were certainly even more cutting edge when the book was published in 2014. While I’m not sure his use of the word Karma is accurate (my understanding was that karma doesn’t come back in your own lifetime. I thought it was about planting seeds of positive energy for future incarnations?) I 100% believe in his messaging of doing the right thing today and every day and reaping the benefits every day after. Highly recommended. I would have given 5 stars if I felt compelled to dive right in to in the multiple attempts (but perhaps that’s on me and not the book ;))
August 30, 2024
Heres a 2013 business book about how a guy started up his internationally successful travel business, and then realised thru his own growth journey that making it all about his core values and authenticity was a real driver for success, not just economically but also in bringing benefit to others and a fulfilling personal satisfaction.
I don't think I'm the books target audience. I'm a homemaker, also I'm not much into adventures or travel, and I doubt I'd be good in a business. I picked the book up in a community book-swap library.
Yet I found so much reflection material in this book, about: human personality, psychology, life stage, growth, vibing, making things work, creativity.
Those things I felt, yes, I could apply these positively to my own life.
Also, I don't know if he wrote this with his own hand or used a ghost writer, but I really loved the easygoing voice of this book.
It was enjoyable to read. I would love to read more.
I'm going to read it again and this time take notes.
I don't think I'm the books target audience. I'm a homemaker, also I'm not much into adventures or travel, and I doubt I'd be good in a business. I picked the book up in a community book-swap library.
Yet I found so much reflection material in this book, about: human personality, psychology, life stage, growth, vibing, making things work, creativity.
Those things I felt, yes, I could apply these positively to my own life.
Also, I don't know if he wrote this with his own hand or used a ghost writer, but I really loved the easygoing voice of this book.
It was enjoyable to read. I would love to read more.
I'm going to read it again and this time take notes.
September 1, 2020
I started reading this book because of a video I had seen about Bruce Poon Tip, the founder of G Adventures which is the travel company that took me to Ethiopia and Rwanda & Uganda in January...just before the pandemic was declared. I found the book to be inspiring on so many levels. I do wish I had read it before I traveled with the company. I wouldn't have complained about the one night we spent in a hotel in Ethiopia that did not provide ANY hot water although there were other hotels nearby that did. G Adventures only uses locally-owned hotels. They try to make sure that as much of the money we tourists spend as we travel helps the local communities we visit. I will definitely look at their itineraries if I ever get to travel again!
July 26, 2024
This book was hard to push through.
I enjoy reading about true stories, especially those of founders but this one was long and I struggled at times with Bruce’s humble bragging. I felt some of the chapters went on and on which just made me want to skip pages.
This book is probably interesting to people working in big companies and wanting to change their culture but that’s not my case and I couldn’t really find anything to apply in my life, professional or personal.
Additionally, Bruce started his company in the 90s and published his book in 2013, so most of what he writes about is now BAU which means I didn’t learn much.
Nevertheless, Bruce story is inspiring and what he has achieved is remarkable.
I enjoy reading about true stories, especially those of founders but this one was long and I struggled at times with Bruce’s humble bragging. I felt some of the chapters went on and on which just made me want to skip pages.
This book is probably interesting to people working in big companies and wanting to change their culture but that’s not my case and I couldn’t really find anything to apply in my life, professional or personal.
Additionally, Bruce started his company in the 90s and published his book in 2013, so most of what he writes about is now BAU which means I didn’t learn much.
Nevertheless, Bruce story is inspiring and what he has achieved is remarkable.
May 10, 2025
I got this book because I had gone on a G Adventure tour and my tour guide was talking about it. The story of this company’s evolvement was really interesting and aligned with some of the things in my tour however the book itself was not as great. It was hard to keep track of a timeline because he kept bouncing around based on what he was taking about. There was an attempt to remind the reader of that period of time but it was tough. The book also felt like a huge pat on the back which they definitely deserve but it felt weird alongside Bruce also constantly talking about him not doing enough. I think overall it’s worth a read to learn about some of the amazing things they have done and their company culture but I wouldn’t go out of my way to recommend it.
December 28, 2022
Looptail is an inspiring story about how Bruce Poon Tip made a successful business by never settling for the status quo. It was interesting to read about his approach to business and leadership, and reflect on how I might apply such lessons to my own work. The writing is not strong; there is a lot of repetition and Bruce jumps around in his timeline so much, it's hard to keep track of the flow of events. That said, he has many surprising and curious adventures to share about his time in business.
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