It takes a certain type of guts to write a book about guts. In 1998, Robert Lutz wrote
Guts: The Seven Laws of Business That Made Chrysler the World's Hottest Car Company, a kind of maverick's primer on the business philosophy that revolutionised Chrysler. Like with Stephen Covey, seven wasn’t enough, so in 2003 Lutz added an 8th law (just as Covey added his 8th habit) in
Guts: 8 Laws of Business from One of the Most Innovative Business Leaders of Our Time. Although he is not that well known outside the automakers’ field, Lutz is the only man in history to rise to the top of all Detroit’s Big 3 automakers – Ford, GM, and Chrysler. This former jet-attack aviator with the US Marines is a quintessential maverick. He’s in the habit of saying what he believes rather than what he believes others want to hear. This has often got him into trouble with his PR advisors, as when he declared that a particular GM car model was plain ugly. Lutz embodies the maverick’s ability to combine common sense with freewheeling creativity.