"Riding for the Brand" is the personal history of Lawrence H. "Larry" Lee, who started with Western Airlines in 1943 as a baggage handler, and worked his way up to Chairman of the Board. Larry led the company during turbulent times, and through negotiations with Western's five unions when concessions had to be made to save the airline. Larry believed in miracles, and knew they could happen with enough hard work and dedication. At this time in commercial aviation, profit sharing with employees, and having employees serve on the board of directors was unheard of. Larry was truly a visionary leader, respected for his honesty and integrity.