The Business Book (PDFDrive) 2

CONTENTS
10 INTRODUCTION 58 Without continuous

growth and progress,
success has no meaning
The Greiner curve
START SMALL,
THINK BIG 62 If you believe in
something, work nights
STARTING AND GROWING 32 Be first or be better and weekends—it won’t
THE BUSINESS Gaining an edge feel like work
The weightless start-up
40 Put all your eggs in one
20 If you can dream it, basket, and then watch
you can do it that basket
Beating the odds at
start-up
Managing risk LIGHTING THE FIRE
42 Luck is a dividend of LEADERSHIP AND HUMAN
22 There’s a gap in the sweat. The more you RESOURCES
market, but is there sweat, the luckier you get
a market in the gap? Luck (and how to get lucky)
Finding a profitable niche 68 Managers do things right,
43 Broaden your vision, and leaders do the right thing
24 You can learn all you maintain stability while Leading well
need to know about the advancing forward
competition’s operation Take the second step 70 None of us is as smart
by looking in his as all of us
garbage cans 44 Nothing great is The value of teams
Study the competition created suddenly
How fast to grow 72 Innovation must be
28 The secret of business is invasive and perpetual:
to know something that 46 The role of the CEO is to everyone, everywhere,
nobody else knows enable people to excel all of the time
Stand out in the market From entrepreneur to leader Creativity and invention
48 Chains of habit are too 74 Dissent adds spice,

light to be felt until spirit, and an
they are too heavy to invigorating quality
be broken Beware the yes-men
Keep evolving business
practice 76 No great manager or
leader ever fell from
52 A corporation is a living heaven
organism; it has to Gods of management
continue to shed its skin
Reinventing and adapting
78 A leader is one who 112 Management is a practice
knows the way, goes the where art, science, and
way, and shows the way craft meet
Effective leadership Mintzberg’s management
roles
80 Teamwork is the fuel
that allows common 114 A camel is a horse
people to attain designed by committee
uncommon results Avoid groupthink
Organizing teams and talent 132 Make the best quality
115 The art of thinking of goods at the lowest
86 Leaders allow great independently, together cost, paying the highest
people to do the work The value of diversity wages possible
they were born to do Your workers are your
Make the most of your talent customers
88 The way forward may 138 Utilize OPM—Other

not be to go forward MAKING MONEY People’s Money
Thinking outside the box
WORK Who bears the risk?
90 The more a person MANAGING FINANCES 146 Swim upstream. Go the

can do, the more you other way. Ignore the
can motivate them conventional wisdom
Is money the motivator? 120 Do not let yourself be Ignoring the herd
involved in a fraudulent
92 Be an enzyme—a catalyst business Play by the rules 150 Debt is the worst poverty
for change Leverage and excess risk
Changing the game 124 Executive officers must
be free from avarice 152 Cash is king
100 The worst disease that Profit before perks Profit versus cash flow
afflicts executives is
egotism Hubris and nemesis 126 If wealth is placed where 154 Only when the tide goes
it bears interest, it comes out do you discover who’s
104 Culture is the way in back to you redoubled been swimming naked
which a group of people Investment and dividends Off-balance-sheet risk
solves problems
Organizational culture 128 Borrow short, lend long 155 Return on equity is a
Making money from money financial goal that can
110 Emotional intelligence become an own goal
is the intersection of 130 The interests of the Maximize return on equity
heart and head shareholders are our own
Develop emotional Accountability and 156 As the role of private
intelligence governance equity has grown, so have
the risks it poses
The private equity model
158 Assign costs according to

the resources consumed
Activity-based costing
186 Synergy and other lies 218 If you don’t know
Why takeovers disappoint where you are, a map
won’t help
188 The Chinese word “crisis” The capability maturity
is composed of two model
characters: “danger”
and “opportunity” 220 Chaos brings uneasiness,
Crisis management but it also allows for
creativity and growth
190 You can’t grow long-term Coping with chaos
if you can’t eat short-term
Balancing long- versus 222 Always do what is right.
short-termism It will gratify half of
mankind and astonish
192 Market Attractiveness, the other
WORKING WITH Business Attractiveness
The MABA matrix
Morality in business
A VISION 194 Only the paranoid survive

223 There is no such thing as
a minor lapse in integrity
STRATEGY AND Avoiding complacency Collusion
OPERATIONS
202 To excel, tap into people’s 224 Make it easier to do
capacity to learn the right thing and
164 Turn every disaster into The learning organization much harder to do the
an opportunity wrong thing
Learning from failure 208 The future of business is Creating an ethical culture
selling less of more
166 If I had asked people what The long tail
they wanted, they would
have said faster horses
Leading the market
210 To be an optimist ...
have a contingency SUCCESSFUL
170 The main thing to
plan for when all hell
breaks loose
SELLING
remember is, the main Contingency planning MARKETING MANAGEMENT
thing is the main thing
Protect the core business 211 Plans are useless, but
planning is indispensable 232 Marketing is far too
172 You don’t need a huge Scenario planning important to leave to the
company, just a computer marketing department
and a part-time person 212 The strongest The marketing model
Small is beautiful competitive forces
determine the profitability 234 Know the customer so
178 Don’t get caught in of an industry well that the product fits
the middle Porter’s five forces them and sells itself
Porter’s generic strategies Understanding the market
216 If you don’t have a
184 The essence of strategy competitive advantage, 242 Attention, Interest,
is choosing what not to do don’t compete Desire, Action
Good and bad strategy The value chain The AIDA model
244 Marketing myopia 278 Trying to predict the 312 Your most unhappy
Focus on the future market future is like driving customers are your
with no lights looking greatest source of
250 The cash cow is the out of the back window learning
beating heart of the Forecasting Feedback and innovation
organization
Product portfolio 280 Product, Place, Price, 314 Technology is the great
Promotion Marketing mix growling engine of change
256 Expanding away from The right technology
your core has risks;
diversification doubles 316 Without big data, you are
them Ansoff’s matrix
DELIVERING THE blind and deaf and in the
middle of a highway
258 If you’re different, you
will stand out
GOODS Benefitting from “big data”
Creating a brand PRODUCTION AND 318 Put the product into

POSTPRODUCTION the customer’s hands—
264 There is only one boss: it will speak for itself
the customer Quality sells
Make your customers 288 See how much, not how
love you little, you can give for 324 The desire to own
a dollar something a little better,
268 Whitewashing, but with Maximize customer benefits a little sooner than
a green brush necessary
Greenwash 290 Costs do not exist to be Planned obsolescence
calculated. Costs exist to
270 People want companies be reduced 326 Time is money
to believe in something Lean production Time-based management
beyond maximizing
profits The appeal of ethics 294 If the pie’s not big enough, 328 A project without a
make a bigger pie critical path is like a ship
271 Everybody likes Fulfilling demand without a rudder
something extra for Critical path analysis
nothing 296 Eliminate unnecessary
Promotions and incentives steps Simplify processes 330 Taking the best from
the best Benchmarking
272 In good times people 300 Every gain through the
want to advertise; in bad elimination of waste is
times they have to gold in the mine
Why advertise? Juran’s production ideal
332 DIRECTORY
274 Make your thinking as 302 Machines, facilities,
funny as possible and people should work
Generating buzz together to add value
340 GLOSSARY
Kaizen
276 E-commerce is becoming 344 INDEX
mobile commerce 310 Learning and innovation
M-commerce go hand in hand
Applying and testing ideas 351 ACKNOWLEDGMENTS

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CONTENTS

10 INTRODUCTION 58 Without continuous

48 Chains of habit are too 74 Dissent adds spice,

88 The way forward may 138 Utilize OPM—Other

90 The more a person MANAGING FINANCES 146 Swim upstream. Go the

158 Assign costs according to

A VISION 194 Only the paranoid survive

Creating a brand PRODUCTION AND 318 Put the product into

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