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St. Louis, Mo., April 15, 2010… John E. "Jack" Rooney, president and CEO of U.S. Cellular, shared his personal and professional journey to uncover something better in the wireless industry during the third annual Bachmann Book Series at the University of Missouri – St. Louis on Wednesday, April 14. Myra Kruger and Dave Esler, founders of Esler Kruger and co-authors of the book The Pursuit of Something Better, joined Rooney to discuss U.S. Cellular's company culture and the book, which chronicles the success of U.S. Cellular under Rooney's 10-year term as CEO.

Rooney, Kruger and Esler joined John Bachmann, host of the Bachmann Book Series and senior partner at Edward Jones, to discuss leadership, ethics and business transformation in front of hundreds of UMSL undergraduate and graduate business students, faculty, local U.S. Cellular associates and other guests. Audience members were also invited to ask questions of the panel.

"The Bachmann Book Series provides a service to the university and the community, particularly to our students, who are exposed to leaders of highly successful organizations and rich and rewarding discussions of books on business," noted Dr. Malaika Horne, director of the UMSL Executive Leadership Consortium. "As future leaders, students learn real-world and practical applications, which will serve them well in their professions. U.S. Cellular is an excellent example of conveying valuable information for their success. Jack, Myra and Dave are all great role models for our students and gave them different perspectives of how companies overcome tough challenges despite the odds."

The enlightening discussion, which was held in the university's J.C. Penney Conference Center, was followed by a reception where Kruger and Esler offered a book signing for the guests' copies of The Pursuit of Something Better.

The Pursuit of Something Better: How An Underdog Company Defied the Odds, Won Customers' Hearts, and Grew its Employees Into Better People presents a rare and inspiring case study for CEOs, executives, consultants and entrepreneurs. It tells the story behind the leadership of U.S. Cellular, a regional wireless service provider whose nearly 9,000 associates specialize in delighting six million customers and giving their giant competitors heartburn. While most companies are scrambling to apply traditional recession-era tactics, battling poor press and earnings reports, this organization is giving millions to its communities investing in its infrastructure and planning for the future. Its associates are proud and delighted to work there. 95 percent of them have confidence in the leaders, and associates report they have become better spouses, parents and citizens because they work in this company. The book is available for purchase online at, or where books are sold.

The Bachmann Book Series is coordinated by the UMSL Executive Leadership Consortium, and sponsored by UMSL, Edward Jones and St. Louis Public Radio | 90.7 KWMU.

About U.S. Cellular
The 9,000 associates of U.S. Cellular believe a wireless phone enhances people's lives and a wireless company should be in the business of bringing people together. U.S. Cellular has a wide range of monthly plans, including those with unlimited nationwide calling, unlimited free incoming calls and options to prepay. The company has a growing catalog of phones like the BlackBerry® Tour and the touch-screen LG Tritan and HTC Touch Pro 2, which offer e-mail and Web access. U.S. Cellular believes in the power of the community and has made a commitment to invest more than $4.5 million in teachers and schools during 2009 and 2010. Based in Chicago, the company is the nation's sixth-largest wireless carrier, serving 6.2 million customers across the country. To learn more about the company visit one of its retail stores or You can also check out U.S. Cellular on Facebook.