red helicopter—a parable for our times

lead change with kindness (plus a little math)

By: James Rhee

Narrated by: James Rhee

Embrace your agency, lead change, and fly free—in the business of life and the life of business—with kindness (plus a little math), featuring an original music score exclusive to the audio edition.

In kindergarten, James Rhee received a toy red helicopter in gratitude for a simple act of generosity—sharing his lunch. Decades later, the lesson from that small gift led him to develop a human-centered framework for business and personal achievement that helped him overcome seemingly insurmountable hurdles and find unprecedented success.

“red helicopter is a transformative experience. James Rhee's story is a must read for anyone, of any age, who wishes to think, act, and lead with balance, agility, and wisdom.” —Jay Shetty

Rhee was a high school teacher turned private equity investor when he unexpectedly took the helm of Ashley Stewart, an iconic company predominantly employing and serving Black women. Inspired by the values his dying Korean immigrant parents instilled in him, he knew that a radically different—yet familiar—approach was required to lead this twice-bankrupt company from certain liquidation to true transcendence.

Is it possible to be successful and kind? To lead with precision and compassion? To honor who we are in all areas of our lives?

The entire world bet against him and Ashley, but Rhee trusted his instincts to identify, measure, and leverage the intangible goodwill at the company’s core, a decision which ultimately multiplied its fortunes several times over.

Anyone can combine the clarity and imagination we had as children with fundamental business metrics. Anyone can apply this refreshingly intuitive approach to lead change at work and at home.

While eloquently sharing a story of personal and professional success, red helicopter presents a comforting yet bold solution to the dissatisfaction and worry we all feel in a chaotic and sometimes terrifying world.

The insights and knowledge that Rhee imparts have been accumulated over decades of investing and leading at the highest levels of business. Drawing on this experience, he encourages us to trust the wisdom deep inside each of us so we can learn how to:

• Create and measure “goodwill,” the ultimate collective good
• Discover agency and the truth about kindness it entails
• Identify the invisible obstacles standing in your way
• Lead transformational change through small, scalable acts
• Construct an accurate “balance sheet” of our assets and liabilities
• Reorient our lives, organizations, and the world to reflect the best in us

Are you looking for a sustainable balance between life, money, and joy? For yourself and others?

Imagine, a clear path forward told as a deeply felt human story. A poignant and uplifting celebration of humanity, red helicopter—a parable for our times is tale of struggle and triumph, compelling for its honesty and relatability as much as for the instructions we can all use to balance the books of our lives.

Original musical score “Arirang Amazing Grace for a Red Helicopter” arranged for the audiobook. Inspired by James Rhee and arranged by Chad Cannon. Performance features Grace Kelly on saxophone, Joo Lee on cello, and Kyle Gilner on violin. Copyright owned by JCR Holdings, LLC.

An alternative way we can all lead with kindness

This book will make you laugh, cry, and really think deeply about how we all lead our lives everyday, regardless of whether you’re a CEO or in a totally different occupation. Strongly recommend for all readers, young and old.

A book literally everyone should read

One of the best books of the year! There’s something for everyone in its pages. It’s the kind of book that lingers in your mind long after you’ve read it because it’s just that good.

It’s a rollercoaster of emotions - you will feel the ache of loss, the sting of injustice, the anxiety of trying to save a business on life support - but it will end with a shared triumph. Kindness can create magical outcomes.

Read it. You won’t regret it.

A moving story about kind leadership, math, and the courage to do business differently.

Reading Red Helicopter was a moving experience for me. It honestly took me on an emotional roller coaster and at times even brought me to tears.

During his tenure at Ashley Stewart, I had the opportunity to meet James through my WNBA ties as a former player and as a plus-size model. When I spoke with him, he listened intently asking questions and thoughtfully weighing in on what I had to say.

Out of that conversation, Stand Tall, the tall-plus line was born. Stand Tall wasn’t just about tall plus-size clothing. It was a movement urging women to stand tall in who we are. It was about confidence, visibility, and giving voice to a group of women who are often overlooked. For women who happen to be both tall and plus-size, it created an opportunity to finally shop in a way that made us feel seen, heard, and considered.

Throughout the book, you can feel James’s deep belief in people—especially those who are often overlooked, underserved, or underestimated. His emphasis on agency and treating people with dignity and humility is something the world truly needs, especially right now.

Beyond business, this book is about transformation. James shares how he set out to turn a struggling company around through what he calls “kindness and math.” It was about changing culture, shifting mindsets, and thinking outside the box. It was about doing things differently—being creative and innovative even without the large budgets companies often rely on. Instead, he focused on the talent, ideas, and potential that already existed within the organization and empowered people to bring their best to the table.

James reminds us that when leaders create an environment where people are treated with kindness, guided with intention, and given the opportunity to show up authentically, something powerful happens. People begin to lean in, grow, and stretch.

I’m grateful for what James has done not only for Ashley Stewart, but for the many people whose lives he has impacted along the way—from the scholarships he has supported to the work he has done with Howard U and other meaningful initiatives he has championed.

This is one of the most meaningful books I’ve listened to in years, and its message feels especially important in the world we are living in today.

Thank you, James, for your transparency in sharing your life, your family, and the ups and downs of your journey with us. Thank you for the wisdom—the financial and business “dimes”you dropped throughout the book. Thank you for your kindness, your emphasis on agency, and thank you for leading by example.

Sincerely,
Kym Hampton

Engaging, resonant and honest

One of the most compelling business narratives I’ve read. Highly recommend for anyone who has struggled with communicating the importance of people, and kindness, as a part of business transformation.

Emotional Business

James Rhee accomplished something I didn’t think was possible. He evoked every emotion I had while discussing GDP and T accounts. I jest a little; this book was about much more than business or leadership. It’s really about our humanity and how with empathy and kindness (and a little math) we can change organizations, perceived social norms and stereotypes. and the lives of those around us.

Jason reads the book and puts emotion, authenticity, vulnerability, and humor into every word. He’s a highly engaging story teller, captivating me from the moment he started talking about his red helicopter. This is definitely a must read/listen!