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"J. Peterman" is a name known to over 40 million consumers and business people, thanks to a unique mail-order catalog hailed as "witty, entertaining... . the stuff of literature" (New York Times Magazine) and regular appearances of a "J. Peterman" character on the popular Seinfeld TV show. Now the real John Peterman steps from behind his persona in a candid memoir that interweaves the rise and fall of the J. Peterman Company with a recounting of the unusual life experiences that shaped the man himself. Starting with a $500 investment and one product - an ankle-length, cowboy-style duster coat bought on impulse in Jackson Hole, Wyoming-Peterman built a $75 million company. His unconventional "Owner's Manual" catalog used long, literate copy and artful watercolors instead of photos to surround his wares - whether a Navy watch cap or a deck bench from the Titanic - with an aura of adventure and romance. Then came a cash-flow crisis, Chapter 11... and a harrowing personal and professional reassessment. Through autobiographical anecdotes (including his early years with the Pittsburgh Pirates) , Peterman explains how to turn dreams into action, find courage to go beyond the conventional, and be part of a team without sacrificing individuality. He shows how true passion and drive are not defeated by failure, but used as a stepping stone for the next venture. For anyone starting, growing, or running a business, Peterman Rides Again offers hard-won lessons in entrepreneurship and the painful (but essential) art of learning from mistakes. For consumers, it's a chance to finally meet up close the bon vivant and raconteur they knew from the pages of the catalog. About the Author: John Peterman, was a minor league baseball player, a sales manager and an itinerant marketing consultant before founding the J. Peterman Company in 1987. Still wearing his famous duster, he is currently passionate about launching a Web-based business venture in Lexington, Kentucky.