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Interview with Lara Morgan, author of More Balls than Most

Strategic Direction

ISSN: 0258-0543

Article publication date: 20 September 2011




The purpose of this article is to provide an interview with Lara Morgan, founder and former CEO of Pacific Direct and author of More Balls than Most.


This briefing is prepared by an independent interviewer


Lara Morgan is the founder and former CEO of Pacific Direct. Basically a “world‐class saleswoman” with a massive belief in herself and her company, she revolutionized the hotel amenities market, bringing together some of the most famous brands in the world, such as Bulgari, Aveda, The White Company and Penhaligon's.

Practical implications

Lara has worked for 25 years and tried to gather every technique around growing a business, by asking others to offer their expertise in all sorts of areas. She has put all this information online, so that any business leader (or any person) can download and apply in their own company, with the objective of improving growth, improving efficiency and recruiting better people.


Lara discusses her book: More Balls than Most, which covers every aspect of building a profitable business, from learning to display the confidence needed to make those vital first contacts to implementing the creative decisions that will set your business apart from the rest to developing a company culture that will maintain momentum and deliver growth.



by Juliet Harrison, I. (2011), "Interview with Lara Morgan, author of More Balls than Most", Strategic Direction, Vol. 27 No. 10, pp. 33-34.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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