October 2009
Intermediate to advanced
272 pages
5h 1m
English
Success in business doesn’t just show up on the bottom line of the profit-and-loss column; it also goes to the top. Success in business inflates the egos of top management.
Supremely successful companies believe they can do anything. They can launch any product into any market. They can make any merger work. It’s just a question of having the willpower and the resources to throw into the task. What is it that we want to do? is the question that management usually asks itself.
History hasn’t been kind to this type of thinking. Overconfident management has been responsible for most of the marketing disasters of the past decades.