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red helicopter―a parable for our times: lead change with kindness, plus a little math
NATIONAL BESTSELLER
Embrace your agency, lead change, and fly free—in the business of life and the life of business—with kindness (plus a little math)
In kindergarten, James Rhee received a toy red helicopter in gratitude for a simple act of generosity—sharing his lunch. Decades later, the lesson from that small gift led him to develop a human-centered framework for business and personal achievement that helped him overcome seemingly insurmountable hurdles and find unprecedented success.
“red helicopter is a transformative experience. James Rhee's story is a must read for anyone, of any age, who wishes to think, act, and lead with balance, agility, and wisdom." —Jay Shetty
Rhee was a high school teacher turned private equity investor when he unexpectedly took the helm of Ashley Stewart, an iconic company predominantly employing and serving Black women. Inspired by the values his dying Korean immigrant parents instilled in him, he knew that a radically different—yet familiar—approach was required to lead this twice-bankrupt company from certain liquidation to true transcendence.
Is it possible to be successful and kind? To lead with precision and compassion? To honor who we are in all areas of our lives?
The entire world bet against him and Ashley, but Rhee trusted his instincts to identify, measure, and leverage the intangible goodwill at the company’s core, a decision which ultimately multiplied its fortunes several times over.
Anyone can combine the clarity and imagination we had as children with fundamental business metrics. Anyone can apply this refreshingly intuitive approach to lead change at work and at home.
While eloquently sharing a story of personal and professional success, red helicopter presents a comforting yet bold solution to the dissatisfaction and worry we all feel in a chaotic and sometimes terrifying world.
The insights and knowledge that Rhee imparts have been accumulated over decades of investing and leading at the highest levels of business. Drawing on this experience, he encourages us to trust the wisdom deep inside each of us so we can learn how to:
-Create and measure “goodwill,” the ultimate collective good
-Discover agency and the truth about kindness it entails
-Identify the invisible obstacles standing in your way
-Lead transformational change through small, scalable acts
-Construct an accurate “balance sheet” of our assets and liabilities
-Reorient our lives, organizations, and the world to reflect the best in us
Are you looking for a sustainable balance between life, money, and joy? For yourself and others?
Imagine, a clear path forward told as a deeply felt human story. A poignant and uplifting celebration of humanity, red helicopter—a parable for our times is tale of struggle and triumph, compelling for its honesty and relatability as much as for the instructions we can all use to balance the books of our lives.
red helicopter—a parable for our times features approximately 20 original illustrations by Korean artist Heyon Cho.
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Published April 9, 2024
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Displaying 1 - 30 of 42 reviews
January 29, 2025
I'm giving this five stars because it's so refreshingly rare to see a business text talk about the power of humans. I wish books like this were the standard instead of crap of the current zeitgeist. As I witness epic changes to business textbooks, or "content," and the ever-increasing grip of AI on the imaginations of leaders, I feel more despair than hope. The current political moment in the US is more han than jeong for me--two words I am a better person for knowing. If I were teaching future business students, I would start with this book instead of praising the evil charlatans who now lead this country and its top businesses. I see very little kindness and lots of math worship.
For the teachers who want to do right by their students or for leaders frustrated by the tyranny of Big Data, I would recommend this book.
Quotes that loved, in no order.
Feminism for Business People:
"...I saw the differences and similarities between the lives of my parents and those of the women working for or served by Ashley Stewart."
Capitalism and Education:
"...repeatedly taking advantage of people who lack the information, optionality, or power to exercise true agency is plain cowardice."
Questions nobody in power is asking:
"To what extent should technology be used to enhance, augment, or supplant human decision-making?"
I will think about this book for a long time. Glad I read it and I hope for more of the goodwill he teaches. We foolishly think that banning books creates fascism, but it is also in the words we publish and praise.
For the teachers who want to do right by their students or for leaders frustrated by the tyranny of Big Data, I would recommend this book.
Quotes that loved, in no order.
Feminism for Business People:
"...I saw the differences and similarities between the lives of my parents and those of the women working for or served by Ashley Stewart."
Capitalism and Education:
"...repeatedly taking advantage of people who lack the information, optionality, or power to exercise true agency is plain cowardice."
Questions nobody in power is asking:
"To what extent should technology be used to enhance, augment, or supplant human decision-making?"
I will think about this book for a long time. Glad I read it and I hope for more of the goodwill he teaches. We foolishly think that banning books creates fascism, but it is also in the words we publish and praise.
November 26, 2024
This was a really good story about being a leader that emphasizes Kindness (and math!) which leads to providing people with agency. You need to play the long game and build up goodwill that you can use when you need it in the future.
Rhee ended up being the CEO of a company called Ashley Stewart and brought the company back from the brink of liquidation to make it a very successful turnaround story. They focused on the capital "P" Product (the stores providing a safe space and friendship to their customers) rather than the small "p" product which was women's clothing for plus-sized black women. the "Product" wasn't something you can measure and that would show up on a Balance sheet or Income statement.
Rhee ended up being the CEO of a company called Ashley Stewart and brought the company back from the brink of liquidation to make it a very successful turnaround story. They focused on the capital "P" Product (the stores providing a safe space and friendship to their customers) rather than the small "p" product which was women's clothing for plus-sized black women. the "Product" wasn't something you can measure and that would show up on a Balance sheet or Income statement.
May 27, 2024
I laughed, I cried, and am left inspired. A gentle reminder on the things that matter most at the end of the day, especially when operating in the business world.
August 28, 2025
While I enjoyed this tale of how an ambitious Korean-American private equity guy re-found his kindness by taking over the struggling clothing retailer Ashley Madison, there wasn't much insight to be gained from reading it. He tries to make the case that his fancy training helped the company succeed because he made the business math work (and had the connections who could pull strings when he needed help), but I'm not sure how much of what he did would be replicable in other settings. Still a nice story, though, but I think you can just watch his TED talk instead.
June 27, 2024
It's a little too altruistic and philanthropic for me. I get where the author was going with his personal experiences and business guide, but it almost falls flat in the face of reality - especially for those who have encountered millions of obstacles that can't be overcome with kindness alone.
Yes, kindness and cooperation are required - they're almost a given when building human connections. But that doesn't disqualify competition. Competition is a necessity to thrive in an industry and in the broader sense - life.
The ripple effect of kindness mentioned in the book is all too utopian. If you can't lead boldly and with balance, your endeavors are bound to fail. You can survive in the corporate game only when you're thinking to win; while of course, retaining your most humane qualities. But the mentality has to be there
I liked the sections where he talks about being open, honest and vulnerable with oneself. Because that opens up to a culture of transparent transactions and communications.
Also, where he talks about redifining success is good too. You have to shift your perspectives a little bit and see where your values align with your business mind. There is no reason to continue on a path that contradicts your innate belief system. That unfulfilling sense of achievement should not be promoted at all.
Finally, he talks about practicing resilience and gratefulness to make it all happen - which I agree to as well.
Overall, I think it was a good read but there is an idealistic implication here that could lead a lot of aspiring individuals away from the clusp of reality. No disrespect to the author, his achievements or his life struggles. But he would've done well to balance the approach a little more when writing a book intended for universal reception.
Yes, kindness and cooperation are required - they're almost a given when building human connections. But that doesn't disqualify competition. Competition is a necessity to thrive in an industry and in the broader sense - life.
The ripple effect of kindness mentioned in the book is all too utopian. If you can't lead boldly and with balance, your endeavors are bound to fail. You can survive in the corporate game only when you're thinking to win; while of course, retaining your most humane qualities. But the mentality has to be there
I liked the sections where he talks about being open, honest and vulnerable with oneself. Because that opens up to a culture of transparent transactions and communications.
Also, where he talks about redifining success is good too. You have to shift your perspectives a little bit and see where your values align with your business mind. There is no reason to continue on a path that contradicts your innate belief system. That unfulfilling sense of achievement should not be promoted at all.
Finally, he talks about practicing resilience and gratefulness to make it all happen - which I agree to as well.
Overall, I think it was a good read but there is an idealistic implication here that could lead a lot of aspiring individuals away from the clusp of reality. No disrespect to the author, his achievements or his life struggles. But he would've done well to balance the approach a little more when writing a book intended for universal reception.
August 16, 2024
The business book that is more than a business book.
It's ... a son's love letter to his parents; a father's contribution to our children's future; a citizen's embodied hope for the country that gave his parents hope; a businessman finding himself in such a "ludicrous" (or so it seems) situation that no business personas could be worn; and so much more.
As a business leader, I appreciated that James' chose to share 𝒏𝒐𝒕-𝒔𝒆𝒙𝒚-𝒔𝒆𝒆𝒎𝒊𝒏𝒈𝒍𝒚-𝒎𝒖𝒏𝒅𝒂𝒏𝒆 incidents to illustrate the stunning turnaround of Ashley Stewart, Inc. Why? Because foundation building, 𝐚𝐧𝐝 maintenance matters! Read to learn what James chose to prioritise, when, as an indication of business health, and it's not what they teach in business schools.
As an investor, I cried because I understood, as a 2nd generation immigrant, what it felt like to try to bridge multiple realities, to try to do your (clumsy) best for all those you love even whilst you're searching for yourself, to try to accumulate as many "trophies" as possible - all in the pursuit to hashtag#belong. Read to be inspired on how you may wish to recalibrate your investment criteria.
As daughter to a mother who chose to put herself in many "Korean stores moments" (read to know how this influenced James' orientation as an investor and business leader), so that her children may have a better future, reading James made me ... pause ... and wondered if there will ever be enough ways to thank my mother.
This is the only "business book" in more than 2 decades that I had to finish in one seating. Because it is so much more than just a business book. So rightly, it is a parable, brimming with nuggets of wisdom beyond "how to turnaround a distressed company".
Read it.
It's ... a son's love letter to his parents; a father's contribution to our children's future; a citizen's embodied hope for the country that gave his parents hope; a businessman finding himself in such a "ludicrous" (or so it seems) situation that no business personas could be worn; and so much more.
As a business leader, I appreciated that James' chose to share 𝒏𝒐𝒕-𝒔𝒆𝒙𝒚-𝒔𝒆𝒆𝒎𝒊𝒏𝒈𝒍𝒚-𝒎𝒖𝒏𝒅𝒂𝒏𝒆 incidents to illustrate the stunning turnaround of Ashley Stewart, Inc. Why? Because foundation building, 𝐚𝐧𝐝 maintenance matters! Read to learn what James chose to prioritise, when, as an indication of business health, and it's not what they teach in business schools.
As an investor, I cried because I understood, as a 2nd generation immigrant, what it felt like to try to bridge multiple realities, to try to do your (clumsy) best for all those you love even whilst you're searching for yourself, to try to accumulate as many "trophies" as possible - all in the pursuit to hashtag#belong. Read to be inspired on how you may wish to recalibrate your investment criteria.
As daughter to a mother who chose to put herself in many "Korean stores moments" (read to know how this influenced James' orientation as an investor and business leader), so that her children may have a better future, reading James made me ... pause ... and wondered if there will ever be enough ways to thank my mother.
This is the only "business book" in more than 2 decades that I had to finish in one seating. Because it is so much more than just a business book. So rightly, it is a parable, brimming with nuggets of wisdom beyond "how to turnaround a distressed company".
Read it.
September 14, 2024
This is one of the most human and emotional and wonderful business books I’ve read.
“Kindness and math” was James Rhee’s simple and unconventional strategy for turning around the clothing retailer Ashley Stewart, which was on the brink of bankruptcy when he stepped in as its unlikely new CEO.
That is, he put human goodness and flourishing at the front of his strategy, while also teaching his employees basic business acumen. It was a potent combination that led to a stunning turnaround.
One thing I love is that he shows the tension of prioritizing positive emotion. The challenge is, you can’t see it on the balance sheet or financial statements. Maybe that’s why so many businesses ignore it.
And yet he shows that kindness is indeed an “asset” in the truest sense, and it has a compounding growth effect on everything it touches.
The book is just geeky enough in its financial literacy language, while staying at a Business 101 level. He uses lots of lemonade stand analogies. You could use this book to help your teams pick up some basic financial literacy.
But the stories! Oh man. That’s where this book comes to life. Rhee brings so much love and authenticity and human goodness to this stunning business turnaround. He brings you deep into his Korean American family experience, and he reveals his heart on every page. I was moved to tears several times.
Beautifully written, this would be a great selection for your book club. I found myself wanting to talk to someone about it.
“Kindness and math” was James Rhee’s simple and unconventional strategy for turning around the clothing retailer Ashley Stewart, which was on the brink of bankruptcy when he stepped in as its unlikely new CEO.
That is, he put human goodness and flourishing at the front of his strategy, while also teaching his employees basic business acumen. It was a potent combination that led to a stunning turnaround.
One thing I love is that he shows the tension of prioritizing positive emotion. The challenge is, you can’t see it on the balance sheet or financial statements. Maybe that’s why so many businesses ignore it.
And yet he shows that kindness is indeed an “asset” in the truest sense, and it has a compounding growth effect on everything it touches.
The book is just geeky enough in its financial literacy language, while staying at a Business 101 level. He uses lots of lemonade stand analogies. You could use this book to help your teams pick up some basic financial literacy.
But the stories! Oh man. That’s where this book comes to life. Rhee brings so much love and authenticity and human goodness to this stunning business turnaround. He brings you deep into his Korean American family experience, and he reveals his heart on every page. I was moved to tears several times.
Beautifully written, this would be a great selection for your book club. I found myself wanting to talk to someone about it.
June 30, 2024
I cried, took notes and found absolute inspiration from James and RED HELICOPTER. James takes us on the journey of growing up with Korean immigrant parents who started completely over in America. He goes down the path of an Ivy League education but becomes a teacher, then turns to private equity. Suddenly, James finds himself leading Ashley Stewart, a plus-sized fashion company for Black women. James details how he brings kindness and math to the forefront of the business and how the relationships he builds with the employees and managers of the store ultimately doesn’t only change the business, but changes James.
You will get a lesson in business with this book but more importantly, about humanity and why being kind actually changes lives. James highlights the women of Ashley, as well as his mom and showcases their hearts of gold. I’d be remiss if I left out his wife, Meg, who is mentioned throughout the book and how without her support, James wouldn’t have been able to see this through.
You will get a lesson in business with this book but more importantly, about humanity and why being kind actually changes lives. James highlights the women of Ashley, as well as his mom and showcases their hearts of gold. I’d be remiss if I left out his wife, Meg, who is mentioned throughout the book and how without her support, James wouldn’t have been able to see this through.
November 25, 2024
This book gives wonderful insight to a man - the author of the book; James Rhee who shares his knowledge of entrepreneurship and family.
The weaving of kindness, family connections, business and yes , as he puts it “a little math” all work beautifully together to share the story of his life , his family’s impact and leadership style.
Accounting paired with his parents and the trials and tribulations they faced as Koreans helped guide the author to be his “authentic self”.
I highly recommend this book to anyone and everyone that wants to lead differently. That is with courage, agility, integrity and love(kindness).
High praise 🙌
The weaving of kindness, family connections, business and yes , as he puts it “a little math” all work beautifully together to share the story of his life , his family’s impact and leadership style.
Accounting paired with his parents and the trials and tribulations they faced as Koreans helped guide the author to be his “authentic self”.
I highly recommend this book to anyone and everyone that wants to lead differently. That is with courage, agility, integrity and love(kindness).
High praise 🙌
November 25, 2024
This book gave me hope! I wish all higher-ups (and people, honestly) had the same vision and outlook as James, but if that were the case then this book wouldn't have needed to be written. I heard about James from a podcast he was on, and I just knew I had to read this book. This was exactly as described, with a lot of kindness and a little bit of math, and it's not something I would normally read because it's a "business" book. It's heartfelt, honest, and the explanation from a Korean-American man about how Ashley Stewart had such a large demographic of plus-sized Black women in certain areas (poverty, food deserts, etc.) was enough to give it 5 stars just based on that.
November 11, 2024
I loved this book and story. As a company founder and CEO, I have read many books on measuring metrics, scaling my business, leading my team and various playbooks for growth and success. But this book is unique and special, weaving in James’s personal story as well as the importance of the human experience on our bottom line. I highly recommend — now one of my favorite reads.
June 20, 2024
An exceptionally good blend of a personal story and business narrative.
The author was honest and transparent throughout - unlike many others in the personal/business genre, there is no excessive self promotion or over the top story.
The author was honest and transparent throughout - unlike many others in the personal/business genre, there is no excessive self promotion or over the top story.
May 25, 2024
This is a book that simply should not be missed. Do yourself a favor and pick up a copy and don’t put it down until you’re finished. A must read in my opinion.
July 14, 2024
This should be required for all people at any level of business. Thank you.
Read
September 3, 2024The author of this book spoke during a work event and his words were so impactful. This book had the same effect - such a refreshing perspective on the business world.
September 15, 2024
a business book with heart! wasn’t expecting to feel and cry so much throughout this book… thankful it was chosen for our book club at work — an unexpected read that left me inspired.
March 20, 2025
I highly recommend "Red Helicopter" authored by James C. Rhee. This captivating parable defies categorization, blending elements of memoir, leadership, and philosophy. James intricately narrates his journey and the remarkable evolution of a business by harnessing the power of kindness, intertwined with a touch of math. His narrative unfolds as both a tale and a guiding "operating system" applicable to both professional and personal realms and I can't recommend it high enough.
June 27, 2024
James Rhee's "Red Helicopter: Lead Change with Kindness (Plus a Little Math)" delves into the transformative power of kindness and human connection in both business and personal life. Rhee's childhood memory of sharing lunch and receiving a red helicopter toy in return serves as a foundational parable for the book, symbolizing the deep value and ripple effect of simple acts of kindness. The book emphasizes embracing vulnerability, redefining success, and cultivating resilience as pathways to a more compassionate and fulfilling existence.
Rhee challenges the traditional notion that business leadership is solely about profits and productivity. He shares the story of Maria, the owner of a family-run grocery store in a struggling urban neighborhood. Maria leads with empathy and kindness, knowing her customers and employees personally, and making decisions that prioritize their well-being over short-term gains. Her actions, like offering credit to families in need or collaborating with local businesses instead of competing, create a loyal and dedicated workforce and a strong, supportive community. Maria's story exemplifies how kindness in leadership fosters resilience, respect, and success, proving that empathy and compassion are strengths, not weaknesses.
In an age dominated by curated perfection and self-promotion, Rhee advocates for the power of vulnerability and authenticity in leadership. He highlights Patagonia's approach, where the company openly addresses its environmental challenges and efforts to improve. Patagonia's marketing features real, unfiltered stories that build trust and foster a sense of community. This transparency extends to their supply chain and labor practices, earning them a loyal customer base and inspiring other businesses to adopt similar practices. Embracing vulnerability allows leaders to connect more deeply with their teams and customers, fostering a culture of honesty, trust, and collaboration.
Rhee argues that society's conventional metrics of success—wealth, status, and power—often lead to unfulfillment. Instead, he suggests aligning personal and organizational goals with values and ethics for a more meaningful and sustainable definition of success. He shares the example of John Mackey, co-founder of Whole Foods Market, who shifted his focus from profits to using his business as a force for good. Whole Foods' commitment to social and environmental responsibility has not only driven their success but also created a positive impact on various stakeholders. Rhee encourages individuals to reflect on their values and aspirations to redefine success in a way that fosters long-term fulfillment and contribution.
Generosity, Rhee explains, is more than an act—it's a practice that creates ripples of positive change. He illustrates this with the story of Sarah, a young woman from a working-class background whose education is funded by a local business owner's generosity. This act enables Sarah to excel academically and eventually start a nonprofit organization that supports other underprivileged youth. This ripple effect extends to the business world, where companies like TOMS Shoes and Warby Parker integrate giving into their business models, enhancing their brand loyalty and societal impact. Generosity in business fosters trust, loyalty, and a sense of shared purpose, leading to long-term success and positive change.
To sustain practices of kindness, vulnerability, and generosity, Rhee emphasizes the importance of resilience and gratitude. Resilience involves reframing challenges as opportunities for growth, practicing self-care, and seeking support from others. Gratitude, on the other hand, shifts focus from what is lacking to what is present, fostering a positive outlook. Keeping a gratitude journal and expressing appreciation are practical ways to cultivate gratitude. These practices build inner strength, adaptability, and a positive perspective, essential for leading with kindness and connection.
James Rhee's "Red Helicopter" underscores that leading with empathy, redefining success, and building resilience can create a more fulfilling and impactful existence. By aligning goals with values, expressing authenticity, and cultivating gratitude, individuals and organizations can inspire positive change and build stronger, more connected communities. Embracing these qualities requires courage and commitment, but the rewards—personal growth, meaningful relationships, and the ability to make a difference—are immeasurable.
Rhee challenges the traditional notion that business leadership is solely about profits and productivity. He shares the story of Maria, the owner of a family-run grocery store in a struggling urban neighborhood. Maria leads with empathy and kindness, knowing her customers and employees personally, and making decisions that prioritize their well-being over short-term gains. Her actions, like offering credit to families in need or collaborating with local businesses instead of competing, create a loyal and dedicated workforce and a strong, supportive community. Maria's story exemplifies how kindness in leadership fosters resilience, respect, and success, proving that empathy and compassion are strengths, not weaknesses.
In an age dominated by curated perfection and self-promotion, Rhee advocates for the power of vulnerability and authenticity in leadership. He highlights Patagonia's approach, where the company openly addresses its environmental challenges and efforts to improve. Patagonia's marketing features real, unfiltered stories that build trust and foster a sense of community. This transparency extends to their supply chain and labor practices, earning them a loyal customer base and inspiring other businesses to adopt similar practices. Embracing vulnerability allows leaders to connect more deeply with their teams and customers, fostering a culture of honesty, trust, and collaboration.
Rhee argues that society's conventional metrics of success—wealth, status, and power—often lead to unfulfillment. Instead, he suggests aligning personal and organizational goals with values and ethics for a more meaningful and sustainable definition of success. He shares the example of John Mackey, co-founder of Whole Foods Market, who shifted his focus from profits to using his business as a force for good. Whole Foods' commitment to social and environmental responsibility has not only driven their success but also created a positive impact on various stakeholders. Rhee encourages individuals to reflect on their values and aspirations to redefine success in a way that fosters long-term fulfillment and contribution.
Generosity, Rhee explains, is more than an act—it's a practice that creates ripples of positive change. He illustrates this with the story of Sarah, a young woman from a working-class background whose education is funded by a local business owner's generosity. This act enables Sarah to excel academically and eventually start a nonprofit organization that supports other underprivileged youth. This ripple effect extends to the business world, where companies like TOMS Shoes and Warby Parker integrate giving into their business models, enhancing their brand loyalty and societal impact. Generosity in business fosters trust, loyalty, and a sense of shared purpose, leading to long-term success and positive change.
To sustain practices of kindness, vulnerability, and generosity, Rhee emphasizes the importance of resilience and gratitude. Resilience involves reframing challenges as opportunities for growth, practicing self-care, and seeking support from others. Gratitude, on the other hand, shifts focus from what is lacking to what is present, fostering a positive outlook. Keeping a gratitude journal and expressing appreciation are practical ways to cultivate gratitude. These practices build inner strength, adaptability, and a positive perspective, essential for leading with kindness and connection.
James Rhee's "Red Helicopter" underscores that leading with empathy, redefining success, and building resilience can create a more fulfilling and impactful existence. By aligning goals with values, expressing authenticity, and cultivating gratitude, individuals and organizations can inspire positive change and build stronger, more connected communities. Embracing these qualities requires courage and commitment, but the rewards—personal growth, meaningful relationships, and the ability to make a difference—are immeasurable.
August 19, 2024
Red Helicopter is a poignant memoir that struck a deeply personal chord with me. As I read James' reflections on his parents' selflessness, strength, and love, I couldn't help but see parallels to my own upbringing. His portrayal of his mom—who wore many hats, opened her home to the community, and went above and beyond for everyone—reminded me so much of my own mother. She was the neighborhood mom, the one who always had an open door and a basketball goal in the driveway for all the kids. Her dedication extended to driving my sisters and I for hours and hours on end for tennis tournaments and practices, never hesitating to put our needs first.
Similarly, James’ father mirrored my own dad in so many ways. Both worked tirelessly to provide for their families while still finding time to be present in our lives. My dad’s simple acts, like cutting our sandwiches into squares or triangles for school, were just one of the many ways he showed his love and care—much like James’ father did.
This book is more than just a memoir; it’s a tribute to the unsung heroes in our lives—our parents—who sacrifice so much to ensure we have every opportunity to thrive. It’s a beautifully written reminder of the love and care that shapes us, and it left me feeling both nostalgic and deeply grateful for the extraordinary people who raised me.
Similarly, James’ father mirrored my own dad in so many ways. Both worked tirelessly to provide for their families while still finding time to be present in our lives. My dad’s simple acts, like cutting our sandwiches into squares or triangles for school, were just one of the many ways he showed his love and care—much like James’ father did.
This book is more than just a memoir; it’s a tribute to the unsung heroes in our lives—our parents—who sacrifice so much to ensure we have every opportunity to thrive. It’s a beautifully written reminder of the love and care that shapes us, and it left me feeling both nostalgic and deeply grateful for the extraordinary people who raised me.
December 2, 2024
I met James at one of his book tour events.
As a Korean American raised by immigrant parents, he seemed like someone that I could relate to and that got me interested in his story.
I would recommend this book. While I don't think it's the most captivating read in the world, I do think it impressed upon me some ideas and lessons that are good to keep in mind.
I am more convinced after reading this book that kindness is an asset. It's an investment sure, but one that pays off and has valuable returns. I also think that kindness propagates.
I am also probably more superstitious as a result of reading this book.
I now more strongly believe in karma, specifically good karma, and that good brings about good. I also think that good propagates good.
I do firmly believe that the most successful leaders are strongly committed to their vision and are also emphatic and kind leaders. I think he makes it clear that kindness is not weakness or softness, but it is possible to both be very intense while still upholding commonsense morality and fairness.
I wish that we can more generally just propagate kindness in our lives and James gives a great example on how this led to his success.
As a Korean American raised by immigrant parents, he seemed like someone that I could relate to and that got me interested in his story.
I would recommend this book. While I don't think it's the most captivating read in the world, I do think it impressed upon me some ideas and lessons that are good to keep in mind.
I am more convinced after reading this book that kindness is an asset. It's an investment sure, but one that pays off and has valuable returns. I also think that kindness propagates.
I am also probably more superstitious as a result of reading this book.
I now more strongly believe in karma, specifically good karma, and that good brings about good. I also think that good propagates good.
I do firmly believe that the most successful leaders are strongly committed to their vision and are also emphatic and kind leaders. I think he makes it clear that kindness is not weakness or softness, but it is possible to both be very intense while still upholding commonsense morality and fairness.
I wish that we can more generally just propagate kindness in our lives and James gives a great example on how this led to his success.
Read
June 9, 2025I'm not a big fan of 'self-help' books and have never read one before - in my judging mind, I assume they are pretentious and highly subjective. I also don't believe you can receive wisdom and I would rather come to understanding life in my own terms. Even through all the ugly mistakes I make and the suffering I go through, I would have lived my life my way.
Goodreads labels this book as nonfiction, business, and self help. These labels are not wrong, but it does not give it justice: it is better labeled as an autobiography. James's testament of sorts.
This book came to me by chance - given to me by a colleague because we met James before at a convention funded by our company's DE&I , and my colleague who kept in touch with James received copies of the book - and now in my hands.
Did meeting him or reading this book change my life? I don't know, but I do know that this book serves as James's proof of evidence to the world that it is possible, and comforting reminder and a beacon of hope during times of doubt and uncertainty.
Goodreads labels this book as nonfiction, business, and self help. These labels are not wrong, but it does not give it justice: it is better labeled as an autobiography. James's testament of sorts.
This book came to me by chance - given to me by a colleague because we met James before at a convention funded by our company's DE&I , and my colleague who kept in touch with James received copies of the book - and now in my hands.
Did meeting him or reading this book change my life? I don't know, but I do know that this book serves as James's proof of evidence to the world that it is possible, and comforting reminder and a beacon of hope during times of doubt and uncertainty.
July 18, 2024
Cried (plural) and made me rethink business. Was so fortunate to meet the author who left me with the question
“What was your Red Helicopter moment”
“What was your Red Helicopter moment”
August 5, 2024
Fun book. Makes you think and feel .
June 26, 2024
As someone who loves nonfiction books on self-improvement, I’ve encountered a multitude of tactical guides filled with directives and challenges. These books have undeniably shaped my growth, providing valuable insights and strategies. However, reading James C. Rhee’s 'the red helicopter: a parable for our times' was an experience that transcended the conventional boundaries of fiction and nonfiction.
Red Helicopter is not your typical book on life, transformation, leadership, or business. It encompasses all these elements and more, infused with a combination of goodwill, kindness, math, and "jeong." This book resonates with that indescribable quality we recognize when we encounter genuine humanity, interconnectedness, empathy, warmth, compassion, and friendship. It reads like a symphony of values—family, mutualism, good business, and leadership—embracing principles of civics, finance, and money, all while celebrating the duality of life. It is beautifully Korean and authentically American, blending cultural values with universal truths.
Reading it inspired me and gave me permission to sing my song, celebrate my heritage, value our interdependence, and empower others to do the same. As James eloquently puts it, "Leaders allow people to sing their song while also listening to see whether it enhances the broader chorus. Leaders create accountability not through fear but by inspiring others to be their best selves."
You'll likely laugh, cry, and scramble to find a pen to jot down notes that spark your desire for change, especially if you listen to the audiobook after reading the book. You can truly hear the music and movement inspiring us all to write our own stories and embark on our own walk, accompanied by our unique values, dreams, and vulnerabilities.
One of my favorite quotes from the book emphasizes the importance of pausing and hovering during moments of change. James writes, "During inflection points and periods of change, the best solutions are almost never found in 'either/or' statements. They involve 'and' statements, with few if any 'buts.' Instead of building dams, the best solutions unleash flows." This insight has been instrumental in guiding me through periods of personal and professional transition.
I highly recommend listening to the audiobook after reading the hardcopy. It will truly amplify the whole experience. For those seeking a different type of guide to the business of life and the life of business, please read and listen to James's book. This book has been a meaningful addition to my journey, inspiring me to find my own red helicopter, and I hope it will be for you too.
Red Helicopter is not your typical book on life, transformation, leadership, or business. It encompasses all these elements and more, infused with a combination of goodwill, kindness, math, and "jeong." This book resonates with that indescribable quality we recognize when we encounter genuine humanity, interconnectedness, empathy, warmth, compassion, and friendship. It reads like a symphony of values—family, mutualism, good business, and leadership—embracing principles of civics, finance, and money, all while celebrating the duality of life. It is beautifully Korean and authentically American, blending cultural values with universal truths.
Reading it inspired me and gave me permission to sing my song, celebrate my heritage, value our interdependence, and empower others to do the same. As James eloquently puts it, "Leaders allow people to sing their song while also listening to see whether it enhances the broader chorus. Leaders create accountability not through fear but by inspiring others to be their best selves."
You'll likely laugh, cry, and scramble to find a pen to jot down notes that spark your desire for change, especially if you listen to the audiobook after reading the book. You can truly hear the music and movement inspiring us all to write our own stories and embark on our own walk, accompanied by our unique values, dreams, and vulnerabilities.
One of my favorite quotes from the book emphasizes the importance of pausing and hovering during moments of change. James writes, "During inflection points and periods of change, the best solutions are almost never found in 'either/or' statements. They involve 'and' statements, with few if any 'buts.' Instead of building dams, the best solutions unleash flows." This insight has been instrumental in guiding me through periods of personal and professional transition.
I highly recommend listening to the audiobook after reading the hardcopy. It will truly amplify the whole experience. For those seeking a different type of guide to the business of life and the life of business, please read and listen to James's book. This book has been a meaningful addition to my journey, inspiring me to find my own red helicopter, and I hope it will be for you too.
April 29, 2024
I just finished James C. Rhee's Red Helicopter and am laughing, sobbing, cheering, stunned. And SEEN. Yes, it is THAT good. I wholeheartedly agree with another reviewer that this book utterly defies categorization. It is a leadership and change management book for sure, but also a treatise in how the business world works, a self-help book, a parenting book, an Asian-origin story, a women's empowerment book, and an autobiography that is SOOOOO good and so vivid, it reads like fiction. But even better, it is FOR REALS. Since there is not enough room here enumerate the 250+ transformative points in it, I can only share what reading this book has done TO me.
After reading Red Helicopter, space and time has collapsed for me, pulling apart my life into multiple beautiful moments that all of a sudden make sense now that I can see them all together at once, branching and intersecting and weaving into then, now, and future. Like neurons, and branches, and rivers. Fractals, as James points out. After reading Red Helicopter, I find myself hypersensitive to memories that are triggered with the slightest provocation. After reading Red Helicopter, I now see everyone around me, people AND animals, as kaleidoscopes of beauty and untold stories. My heart aches and is full of joy. The blue-to-black in the wings of the magpies everywhere here in Montana is searing and stops time. After reading Red Helicopter, I am so deeply feeling the gratitude for the amazing crews of HUMANITY I have in my life. Teams who have driven me to be a better leader and friend. And, I can even admit, allowed me to express the mama bear instinct I have within me, even if I never had children of my own.
I am forever changed by this book. To James and all of the heroes of Ashley Stuart, thank you for having the courage to carve out a path for all of us for a better world. May we all walk (SASHAY!!!) alongside you before it is too late. And to all of you thinking about reading this book: DO IT. You will find in it the HOPE you always knew was inside you but got buried too deeply. That is the same hope that is the undercurrent of REAL power around us.
PS May I also recommend the hard copy? It is the PERFECT size and the matte cover with leathery spine makes it feel like a favorite, worn college textbook, as does the beautiful pencil-looking sketches throughout it. And the audiobook is MAGIC--hearing James Rhee's tone in the scenarios will really drive home the spirit and heart (and DELIGHT) that is woven throughout this incredible, multi-tiered story.
After reading Red Helicopter, space and time has collapsed for me, pulling apart my life into multiple beautiful moments that all of a sudden make sense now that I can see them all together at once, branching and intersecting and weaving into then, now, and future. Like neurons, and branches, and rivers. Fractals, as James points out. After reading Red Helicopter, I find myself hypersensitive to memories that are triggered with the slightest provocation. After reading Red Helicopter, I now see everyone around me, people AND animals, as kaleidoscopes of beauty and untold stories. My heart aches and is full of joy. The blue-to-black in the wings of the magpies everywhere here in Montana is searing and stops time. After reading Red Helicopter, I am so deeply feeling the gratitude for the amazing crews of HUMANITY I have in my life. Teams who have driven me to be a better leader and friend. And, I can even admit, allowed me to express the mama bear instinct I have within me, even if I never had children of my own.
I am forever changed by this book. To James and all of the heroes of Ashley Stuart, thank you for having the courage to carve out a path for all of us for a better world. May we all walk (SASHAY!!!) alongside you before it is too late. And to all of you thinking about reading this book: DO IT. You will find in it the HOPE you always knew was inside you but got buried too deeply. That is the same hope that is the undercurrent of REAL power around us.
PS May I also recommend the hard copy? It is the PERFECT size and the matte cover with leathery spine makes it feel like a favorite, worn college textbook, as does the beautiful pencil-looking sketches throughout it. And the audiobook is MAGIC--hearing James Rhee's tone in the scenarios will really drive home the spirit and heart (and DELIGHT) that is woven throughout this incredible, multi-tiered story.
June 28, 2024
More or less a simple reminder that community is stronger when businesses work together and support one another.
Main parts I liked:
- When we show up as our true selves, we give others permission to do the same. We create a culture of honesty, trust, and collaboration, where people feel safe to share their ideas, concerns, and experiences.
- In a society that often equates success with wealth, status, and power, it can be easy to lose sight of what truly matters. Chase after externally imposed definitions of success, and you may find yourself feeling unfulfilled and disconnected rather than successful.
- When you align your goals with your purpose and values, you experience a sense of meaning and satisfaction in both life and work.
- Taking care of yourself – physically, mentally, and emotionally – is essential for maintaining the energy and clarity you need to lead.
Notes:
- When James Rhee was a young boy, he shared his lunch with a classmate. In return, the classmate gifted Rhee a red helicopter toy. In that exchange, the red helicopter became more than a toy
- Consider a family-owned grocery store in the heart of a struggling urban neighborhood. The area has faced its share of economic shifts and social challenges, but this store has remained a beacon of hope and stability for the community. The owner is a compassionate local resident named Maria, who understands that her business is more than just a place to buy food; it’s a lifeline for many of her customers. Despite the challenges of running a business in a difficult economic climate, Maria leads with kindness and empathy. She takes the time to get to know her customers, to listen to their stories and struggles, and to offer support in any way she can.
- The idea of embracing vulnerability and authenticity in life and business can feel counterintuitive nowadays, with influencers and curated media pushing perfection and self-promotion.
- This vulnerability is evident in Patagonia’s marketing campaigns, which often highlight the stories of real people who use their products. Rather than presenting an idealized or glamorized version of the outdoor experience, Patagonia showcases the raw, unfiltered beauty of nature and the individuals who explore it. By sharing these authentic stories, Patagonia builds trust with its customers and invites them to be part of a larger community of adventurers and environmentalists.
Main parts I liked:
- When we show up as our true selves, we give others permission to do the same. We create a culture of honesty, trust, and collaboration, where people feel safe to share their ideas, concerns, and experiences.
- In a society that often equates success with wealth, status, and power, it can be easy to lose sight of what truly matters. Chase after externally imposed definitions of success, and you may find yourself feeling unfulfilled and disconnected rather than successful.
- When you align your goals with your purpose and values, you experience a sense of meaning and satisfaction in both life and work.
- Taking care of yourself – physically, mentally, and emotionally – is essential for maintaining the energy and clarity you need to lead.
Notes:
- When James Rhee was a young boy, he shared his lunch with a classmate. In return, the classmate gifted Rhee a red helicopter toy. In that exchange, the red helicopter became more than a toy
- Consider a family-owned grocery store in the heart of a struggling urban neighborhood. The area has faced its share of economic shifts and social challenges, but this store has remained a beacon of hope and stability for the community. The owner is a compassionate local resident named Maria, who understands that her business is more than just a place to buy food; it’s a lifeline for many of her customers. Despite the challenges of running a business in a difficult economic climate, Maria leads with kindness and empathy. She takes the time to get to know her customers, to listen to their stories and struggles, and to offer support in any way she can.
- The idea of embracing vulnerability and authenticity in life and business can feel counterintuitive nowadays, with influencers and curated media pushing perfection and self-promotion.
- This vulnerability is evident in Patagonia’s marketing campaigns, which often highlight the stories of real people who use their products. Rather than presenting an idealized or glamorized version of the outdoor experience, Patagonia showcases the raw, unfiltered beauty of nature and the individuals who explore it. By sharing these authentic stories, Patagonia builds trust with its customers and invites them to be part of a larger community of adventurers and environmentalists.
July 15, 2024
Brilliant. This is the first word that comes to mind after reading The Red Helicopter by James Rhee. As the Head of Talent for multiple organizations, I wish I had this book for every leader I coached—and they certainly will have it going forward. This book is a remarkable blend of an MBA class, a leadership program, and a personal memoir all rolled into one.
I've personally purchased multiple copies to gift to those I care about, and here's why: James Rhee brings to life, through his own deeply personal and poignant story, the multifaceted journey of a leader and of a failing company and overlooked business segment. He vividly captures the fear, loneliness, triumph, and profound gratitude that comes with the responsibility of leadership.
In one powerful belief, "Kindness and Math," Rhee illustrates what it means to run a business that values both people and profit. He delves into the delicate balance of confidence and doubt, showing what it means to live authentically, to embrace being “other,” and to reconcile our history with our present. James makes you rethink and reframe the concepts of winning, accounting, agency, and ownership.
Pay special attention to pages 90-92 and 165. These sections demonstrate the extraordinary power of kindness in business metrics—an eye-opening revelation.
If you purchase this book, it won't be a liability on your bookshelf but a true asset. It's an invaluable resource that every leader, current and aspiring, should read and reflect upon.
I've personally purchased multiple copies to gift to those I care about, and here's why: James Rhee brings to life, through his own deeply personal and poignant story, the multifaceted journey of a leader and of a failing company and overlooked business segment. He vividly captures the fear, loneliness, triumph, and profound gratitude that comes with the responsibility of leadership.
In one powerful belief, "Kindness and Math," Rhee illustrates what it means to run a business that values both people and profit. He delves into the delicate balance of confidence and doubt, showing what it means to live authentically, to embrace being “other,” and to reconcile our history with our present. James makes you rethink and reframe the concepts of winning, accounting, agency, and ownership.
Pay special attention to pages 90-92 and 165. These sections demonstrate the extraordinary power of kindness in business metrics—an eye-opening revelation.
If you purchase this book, it won't be a liability on your bookshelf but a true asset. It's an invaluable resource that every leader, current and aspiring, should read and reflect upon.
September 22, 2024
The Red Helicopter by James Rhee is a must-read for anyone interested in business, leadership, or simply living with more purpose and heart. Rhee masterfully blends personal stories with powerful business insights, creating a narrative that is as emotionally resonant as it is intellectually stimulating.
At its core, the book is a testament to the idea that kindness and empathy are not only compatible with success but essential to it. Through his own experiences, Rhee demonstrates that leading with heart fosters innovation, loyalty, and lasting impact—both in business and in life. His ability to weave personal anecdotes with profound lessons on leadership and organizational transformation makes this book stand out in the crowded field of business literature.
What makes The Red Helicopter truly special is Rhee’s authenticity. He doesn’t just preach the importance of empathy; he lives it, and his stories reflect a genuine commitment to making the world a better place. His journey is inspiring, and his message is clear: success is not just about profit but about people and purpose.
Rhee’s writing is warm and accessible, making complex business concepts feel approachable and meaningful. Whether you’re an entrepreneur, a corporate leader, or someone simply looking for inspiration, this book will leave a lasting impression.
In a world that often emphasizes cold, hard metrics, The Red Helicopter reminds us that leading with kindness and heart is not only possible but powerful. It’s a beautiful and inspiring read that everyone should experience.
At its core, the book is a testament to the idea that kindness and empathy are not only compatible with success but essential to it. Through his own experiences, Rhee demonstrates that leading with heart fosters innovation, loyalty, and lasting impact—both in business and in life. His ability to weave personal anecdotes with profound lessons on leadership and organizational transformation makes this book stand out in the crowded field of business literature.
What makes The Red Helicopter truly special is Rhee’s authenticity. He doesn’t just preach the importance of empathy; he lives it, and his stories reflect a genuine commitment to making the world a better place. His journey is inspiring, and his message is clear: success is not just about profit but about people and purpose.
Rhee’s writing is warm and accessible, making complex business concepts feel approachable and meaningful. Whether you’re an entrepreneur, a corporate leader, or someone simply looking for inspiration, this book will leave a lasting impression.
In a world that often emphasizes cold, hard metrics, The Red Helicopter reminds us that leading with kindness and heart is not only possible but powerful. It’s a beautiful and inspiring read that everyone should experience.
April 19, 2024
At its core, this book is about finding a way to marry your business and personal life- and lacing it with kindness. The story starts with him as a child and his relationship with his parents, especially his mom. He tells the story of receiving a gift - a small red helicopter - but never realized the meaning of the gift until later in life.
The author draws on these questions for answers: Is it possible to be successful and kind? To lead with precision and compassion? To honor who we are in all areas of our lives? The book weaves the Asian immigrant experience with business leadership together and shows us who the author really is deep down. It presents the belief that a kind, human-centered approach to business is the best way to transform how we define success and humanize the corporate world. The author talks about his struggles with Ashley Stweart, a bankrupt clothing company for plus-sized Black women, and how he turned it around to be successful.
This book is a unique hybrid showing the business side of stuff, the emotional side, and how we have to bring it all together. It also features beautiful illustrations by Korean artist Heyon Cho.
To listen to my interview with the author, go to my podcast at:
https://zibbymedia.com/blogs/transcri...
The author draws on these questions for answers: Is it possible to be successful and kind? To lead with precision and compassion? To honor who we are in all areas of our lives? The book weaves the Asian immigrant experience with business leadership together and shows us who the author really is deep down. It presents the belief that a kind, human-centered approach to business is the best way to transform how we define success and humanize the corporate world. The author talks about his struggles with Ashley Stweart, a bankrupt clothing company for plus-sized Black women, and how he turned it around to be successful.
This book is a unique hybrid showing the business side of stuff, the emotional side, and how we have to bring it all together. It also features beautiful illustrations by Korean artist Heyon Cho.
To listen to my interview with the author, go to my podcast at:
https://zibbymedia.com/blogs/transcri...
May 30, 2024
In his book "Red Helicopter," James takes readers on an immersive journey through his leadership experiences. James demonstrates how empathy, resilience, kindness, collective responsibility, and human connection, when combined with financial discipline, revived the struggling retail brand, Ashley Stewart. Drawing from childhood experiences, James illustrates how they influenced his approach to problem solving.
"Red Helicopter" is an emotional roller coaster, offering poignant moments intertwined with bitter-sweet experiences. It is a must-read for those seeking to drive positive change through compassion and positive actions.
Life's journey often unfolds unpredictably, with past experiences, events, and decisions shaping future outcomes. Trusting the process and having faith that current actions and experiences will contribute to future success and fulfillment, even if the path seems unclear, is essential.
I felt an emotional connect not just with James' life story but also with James himself. I hope to take inspiration from his journey to approach my future with a broader perspective.
"Red Helicopter" is an emotional roller coaster, offering poignant moments intertwined with bitter-sweet experiences. It is a must-read for those seeking to drive positive change through compassion and positive actions.
Life's journey often unfolds unpredictably, with past experiences, events, and decisions shaping future outcomes. Trusting the process and having faith that current actions and experiences will contribute to future success and fulfillment, even if the path seems unclear, is essential.
I felt an emotional connect not just with James' life story but also with James himself. I hope to take inspiration from his journey to approach my future with a broader perspective.
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