ABSTRACT
The subject of this chapter is Stephen Covey, arguably North America’s preeminent management guru who has been instrumental in forging a management fashion which focuses on personal rather than organizational responsibility, accountability and effectiveness. The chapter begins with a discussion of the distinguishing features of Stephen Covey’s management guru persona and the movement or rhetorical community that he has helped to foster. While there are clear similarities between the management fashion that Covey has spawned and preceding and competing improvement programs, there are also some important differences vis-à-vis how this movement has been rhetorically constructed, the manner in which it has been organized, and the ideological roots from which it draws its inspiration.
