A Sprat to catch a Mackerel ~Raymond Ackerman
My Experience Reading “A Sprat to Catch a Mackerel” by Raymond Ackerman
Reading “A Sprat to Catch a Mackerel” by Raymond Ackerman, I was immediately struck by how the book is both a memoir and a guide to the principles that have driven one of South Africa’s most successful business leaders. The title itself—a fishing metaphor—perfectly encapsulates Ackerman’s approach to business and life: sometimes you have to give a little to gain a lot. Raymond sadly passed away last year and I was devastated at the news. My sincere condolences to his family, I would have loved to have met him, he has always been a hero of mine ever since I’ve first read this book 10 years ago.
The Power of Ethical Business Practices
One of the most compelling aspects of the book is Ackerman’s unwavering commitment to ethical business practices. He emphasizes that success isn’t just about profit margins; it’s about treating people—customers, employees, and competitors—with respect and fairness. This is particularly evident in his discussions on consumer sovereignty, a principle that guided his leadership at Pick n Pay. Ackerman’s belief that the customer is king wasn’t just a slogan but a core value that influenced every decision he made. What I really enjoyed about the book was his perspective on a lot of things, take for instance low prices. “Low prices rich people love and poor people need.”
His perspective was so valued that the owner of Walmart (Sam WALTON!!!!) Flew from the United States to South Africa just to learn from Raymond Ackerman the tricks and trade of retail, specifically food retail when he planned to expand his operations in the late 1980’s. Then Pick ‘n Pay was known for its efficient and customer-focused operations. Sam Walton’s trip to South Africa was part of Walton’s broader efforts to study and adopt best practices from successful retailers around the world, which contributed to the growth and success of Walmart. I don’t know what could be a greater compliment than having the owner and founder of the worlds most successful business come to you for advice. WOW!!!!
Innovation through Adversity
Ackerman’s journey wasn’t without challenges, and he doesn’t shy away from discussing the hurdles he faced. What stood out to me was his ability to turn adversity into opportunity, a recurring theme throughout the book. For instance, he recounts the tough times when he was ousted from his job at Checkers. Instead of giving up, he used that setback as a catalyst to start Pick n Pay. This is a powerful lesson in resilience and adaptability—traits that are essential for anyone looking to make their mark in the business world.
Lessons in Strategic Risk-Taking
Another key takeaway from the book is Ackerman’s approach to risk. The title metaphor—using a small sprat to catch a larger mackerel—perfectly illustrates his belief in strategic risk-taking. Ackerman talks about how sometimes, you need to make small sacrifices or take calculated risks to achieve something much greater. This is a lesson that resonates beyond the business world; it’s applicable to any area where growth and success are the goals.
A Strong Critique on Modern Business Ethics
While Ackerman’s principles are timeless, I found myself questioning how they hold up in today’s fast-paced, tech-driven business environment. The book sometimes feels nostalgic for a different era of business, one where relationships and trust were paramount. In contrast, today’s corporate world often prioritizes speed and scalability over the kind of personal touch Ackerman advocates. While his values are admirable, they might seem idealistic in an age where algorithms and data analytics often dictate business decisions.
The Human Element in Business
What I appreciated most about the book is how Ackerman never loses sight of the human element in business. He repeatedly emphasizes the importance of people—whether it’s understanding the needs of customers or investing in the development of employees. In an era where the human aspect of business can sometimes be overshadowed by technology and efficiency, Ackerman’s message serves as a necessary reminder of what truly drives long-term success.
Final Thoughts
A Sprat to Catch a Mackerel is more than just a business book; it’s a reflection on the values that have shaped one of South Africa’s most iconic retail empires. Raymond Ackerman’s insights into ethical business practices, strategic risk-taking, and resilience offer valuable lessons for anyone, whether you’re in business or not. While some of the principles may seem a bit out of step with the modern business landscape, they nonetheless provide a strong foundation for anyone looking to build something lasting and meaningful. Ackerman’s story is a testament to the idea that success isn’t just about the bottom line; it’s about how you get there and the legacy you leave behind. And boy did Raymond Ackerman leave behind a great legacy!
Rest in Peace Raymond Ackerman. 🙏
I’ve always found a copy of the book in the stationary section of any Pick ‘n Pay but if you can’t then definitely look at exclusive books!