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The Man Nobody Knows

The Man Nobody Knows by Bruce Barton, originally published in 1924, has a great deal to teach us from the perspective of leadership theory and practice. The word leadership was not in common use when the book was first published and has taken nearly a century to develop into the icon word that it is today. Highly controversial at the time it was written, the book retells the story of Jesus through the author’s prism as an advertising executive and sales manager. Bruce Barton founded the advertising agency that promoted the early giants of American business, such enterprises as General Motors and General Electric, and he is credited with creating the image of Betty Crocker to sell products of General Mills, another of his clients. Associated with the highest level of business and government leaders in the 1920s, and himself a member of Congress for two terms, Barton is surprisingly best known for this one small book, which remains in print today and was one of the best selling books of the 20th century. In a recent review of the book in the Washington Post, Jacoby (2007) wrote that “this book was an attempt to reclaim the image of Jesus from those who had portrayed him as a wimpy dreamer of impractical dreams” (p. 3). Barton (2000) disclaimed the images of Jesus he saw portrayed on the walls of his Sunday School. He stripped away the “weak and puny” accretions and presented a tough, entrepreneurial personality, a man with “muscles hard as iron” (p. 21) and “the voice and manner of the leader—the personal magnetism which begets loyal-