Rules to Break & Laws to Follow
Rules to Break & Laws to Follow: How Your Business Can Beat the Crisis of Short-Termism by Don Peppers & Martha Rogers
Peppers and Rogers, authors of the bestseller The One to One Future and founders of 1to1Media, have collaborated on a provocative new book that challenges convential wisdom underpinning modern business.
They offer three “Rules to Break”:
- The best measure of success for your business is current sales and profit.
- With the right sales and marketing effort, you can always get more customers
- Company value is created by differentiating products and services.
The authors replace these rules with what they call “Laws to Follow.” Most of the laws focus on the value of customer trust and how to achieve the highest levels of trust.
The following are two examples:
- Regardless of how good your current earnings are, with no customer equity, you will have no future earnings.
- If being fair to customers conflicts with your company’s financial goals, then fix your business model or get a new one.
The book is chock full of other business insights. For example, they recommend assigning an empty chair in a meeting to represent the client. Does the essence of the meeting change if you have a client sitting at the table?
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