United Breaks Guitars

The power of one voice in the age of social media

United Breaks Guitars
  • Dave Carroll tells the inspiring tale of how he handled a frustrating situation nonconfrontationally, with a mission of ‘improving the world, one experience at a time.' His story resonated with me, and it will move you, too!

    Dr. Wayne W. Dyer

    #1 New York Times best-selling author

    "Wishes Fulfilled and Excuses Begone!"

  • This may be one of the most humble stories ever told by a man who changed the world.

    Josh Bernoff

    co-author of "Groundswell"

  • As anyone who’s heard him sing or seen him speak knows, Dave Carroll is a master storyteller. In this delightful and insightful book, Dave unveils the amazing true story of the video sensation that changed the worlds of social media and customer service.

    David Rogers

    author of "The Network Is Your Customer"

  • The story of Dave Carroll’s broken guitar is the profoundly moving account of how one man took on an implacable system and won. In a world pervaded by doom and gloom, his story is a rare and welcome burst of sunshine.

    Frank McKenna

    Deputy Chair, TD Bank Group

    former Canadian Ambassador to the United States

  • If you have customers, then you should read this book to understand how one frustrated—and talented—customer named Dave Carroll taught corporate America how to treat people better.

    Charlene Li

    author of "Open Leadership"

    co-author of "Groundswell"

  • By far, the greatest story of one person’s social-media victory over big-airline lies and mistreatment. It’s why all companies better stand up and pay attention to every single voice. You will love Dave Carroll, his story, his victory, and his YouTube video. This is not just a book. It’s a service lesson and a warning about social consumerism.

    Jeffrey Gitomer

    author of "Customer Satisfaction Is Worthless,

    Customer Loyalty Is Priceless"

Buy The Hardcover @ Amazon Buy The Hardcover @ Indigo Buy the eBook

Amazon USA / International, Amazon Canada,
Chapters Indigo, Barnes & Noble, Powell's Books

Since “United Breaks Guitars” emerged, nothing is the same — for consumers, for musicians, or for business.

Whether you are a guitarist, a baggage handler, or a boardroom executive, this book will entertain you and remind you that we are all connected, that each of us matters, and that we all have a voice worth hearing.

Dave Carroll

Songwriter Dave Carroll wasn't the first person abused by an airline's customer service. But he was the first to show how one person, armed with creativity, some friends, $150, and the Internet, could turn an entire industry upside down.

United Airlines had broken Dave's guitar in checked luggage. After eight months of pestering the company for compensation, he turned to his best tool—songwriting—and vowed to create a YouTube video about the incident that he hoped would garner a million views in one year. Four days after its launching, the first million people had watched “United Breaks Guitars.” United stock went down 10 percent, shedding $180 million in value; Dave appeared on outlets as diverse as CNN and The View. United relented. And throughout the business world, people began to realize that “efficient” but inhuman customer-service policies had an unseen cost—brand destruction by frustrated, creative, and socially connected customers.

“United Breaks Guitars” has become a textbook example of the new relationship between companies and their customers, and has demonstrated the power of one voice in the age of social media. It has become a benchmark in the customer-service and music industries, as well as branding and social-media circles. Today, more than 150 million people are familiar with this story.

In this book, you'll hear about how Dave developed the “just do it” philosophy that made him the ideal man to take on a big corporation, what it felt like to be in the center of the media frenzy, and how he's taken his talents and become a sought-after songwriter and public speaker. And businesspeople will learn how companies should change their policies and address social-media uprisings.

53 Responses to “DAVE’S BOOK!”

  1. Johanna says:

    Hi Minette,

    Dave would love to hear how your students enjoyed the book. Feel free to drop him a line at

  2. […] more attention from this video than all of their other videos combined. They have even written a book which is a great example of how to extend successful content into additional […]

  3. I love the video and the book sounds like a great read! It’s definitely going on my list of guitar books to read this year!

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