In sports, when things go wrong, the best coaches say. "go back to the basics". Renowned marketing expert Jack Trout has a similar message for managers who are struggling to keep up with today's everchanging business climate: "Keep it Simple". Trout advocates the importance of paying attention to the basics and simplifying the processes in order to stay focused on the core business issues at hand. Through case studies and interviews with successful executives, he shows managers how to cut through the jargon, articulate their vision, and regain control of the vital elements of their business in order to make it thrive.
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Contending that our increasingly complicated corporate universe has made it more difficult for companies to grow and prosper, noted business strategist Jack Trout and communications consultant Steve Rivkin have proposed a radical new tack: simplicity. By boiling everything down to its essential elements, they maintain, managers can ignore new fads and hot consultants and instead focus on the true business at hand. Fascinating in its own unpretentious, logical manner, The Power of Simplicity is their stripped-down guide to a future without chaos and disorder. Addressing the basics involved as well as specific management, leadership, and people issues, they hit a variety of applicable themes--including information, competitors, mission statements, goals, and motivation--using short individual chapters that quickly get to the heart of the matter with a few germane anecdotes and expert quotes followed by suggestions that are both coherent and feasible. Each begins with an inspirational epigram by the likes of Abraham Lincoln, Mark Twain, Malcolm Forbes, and even Mother Goose, and concludes with a Simple Summation, such as this one on strategy: "If you're not different, you'd better have a lower price." --Howard RothmanFrom the Back Cover:
Some of the Simple Truths Found in This Book. Chapter 2: "Trust Your Common Sense. It Will Tell You What To Do." Chapter 3: "Big Ideas Almost Always Come In Small Words." Chapter 7: "If Your're Not Different, You Better Have A Low Price." Chapter 8: "It's Not About Knowing Your Customer. It's About Your Customer Knowing About you." Chapter 11: "A Mushy Mission Statement Is An Indication That A Company Doesn't Know Where It's Going." Chapter 17: "Goals Are Like Dreams. Wake Up and Face Reality. Chapter 22: "The Best Revenge Over Critics Is Being Correct."
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