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Posted 09 Apr 2001   For week ended April 06, 2001
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Sent on Mormon-News: 04Apr01

By Kent Larsen

On to the Goal: Deseret Management's Rodney H. Brady

SALT LAKE CITY, UTAH -- 'Goal driven' is a term often associated with type-A executives, but LDS Church-owned Deseret Management Company's Rodney H. Brady takes goals to a level that few manage -- and he meets his goals. Brady, Chief Executive Officer of the holding company for The Church of Jesus Christ of Latter-day Saints' profit-making businesses, started out setting goals in high school -- 200 of them. So far he has met 175 of those 200, while setting and meeting many more in the intervening fifty years.

The Deseret News, one of the companies that Brady oversees, published a profile of Brady on Saturday, describing his career and the goals he has met along the way. A native of Sandy, Utah, Brady served an LDS mission to Great Britain from 1953 to 1955, and while there he set and accomplished the goal of meeting and discussing the LDS scriptures with Winston Churchill, then the country's prime minister. Asked how he managed that, Brady replied, "You set yourself a goal, you lay out the steps, and then you do it."

Brady got a bachelor's degree in accounting and a masters of business administration from the University of Utah before moving to Massachusetts to get a doctorate in business administration from Harvard. But rather than move on to the business world, Brady served in the U.S. Air Force from 1959 to 1962. He then returned to start a business consultancy with one of his Harvard professors, which they ran for four years before selling it.

Brady then took a job in Los Angeles working as vice president for administration for the aircraft division of Hughes Tool Co. But he left that job in 1970 when the chance came to fill another goal. He was appointed assistant secretary for administration and management of the US Department of Health, Education and Welfare in Washington DC. Two years later, as the first Nixon administration came to a close, Brady was back in Los Angeles, this time as executive vice president of Bergen Brunswig Corp., a large pharmaceuticals manufacturer.

He worked for Bergen Brusnwig for six years before he got the chance to accomplish another goal, University President. Brady won the job as president of Weber State University, "I finally got to the point where I could do whatever I wanted to in life, and I always wanted to run a fine undergraduate college. So I ended up as the president of Weber State." He was president of the state-run University from 1978 to 1985 before the LDS Church asked him to run its broadcast operations, Bonneville International, the parent company of KSL radio and television.

In 1996, the Church promoted Brady, placing him at the head of Deseret Management, overseeing Deseret Book, the Deseret News Publishing Co., Beneficial Life, Hotel Temple Square Corp. and Bonneville in addition to the less-well known AgReserves, Inc., Hawaii Reserves, Inc. and Zions Securities Corp. But Brady says that running the holding company isn't as complicated as you might think, "I don't try to run those companies. Deseret Management is a holding company. It's not an operating company." He says he lets them run themselves, "Heading each of the companies is a chairman, a board of directors and a president and chief executive officer. My philosophy is to let them run themselves and just make sure we have the right people in the right assignments."

And Brady says he is enjoying the work. "The big advantange (to working for the LDS Church) is that one can concentrate on doing good. You're not trying to squeeze the last dollar out of a business."


Meeting every goal
Deseret News 1Apr01 B3
By Gregory P. Kratz: Deseret News Staff Writer
Deseret Management Corp. president has long history of business, personal success


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