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Rules to Break and Laws to Follow: How Your Business Can Beat the Crisis of Short-Termism
     

Rules to Break and Laws to Follow: How Your Business Can Beat the Crisis of Short-Termism

by Don Peppers
 

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Rule #1: The best measure of success for your business is current sales and profit.
Rule # 2: With the right sales and marketing effort, you can always get more customers.
Rule # 3: Company value is created by offering differentiated products and services.

These three golden rules for running a successful business may look no more dangerous than

Overview

Rule #1: The best measure of success for your business is current sales and profit.
Rule # 2: With the right sales and marketing effort, you can always get more customers.
Rule # 3: Company value is created by offering differentiated products and services.

These three golden rules for running a successful business may look no more dangerous than ordinary common sense, but in truth they’re deadly. With customers sharing their experiences electronically with millions of other customers, the technology of business has changed so radically that the old accepted wisdoms just don’t work any more. In Rules to Break and Laws to Follow, marketing gurus Don Peppers and Martha Rogers challenge you to break the rules and propose a whole new way of thinking about how to create real shareholder value in today’s competitive environment, operating with today’s technologies.

In this revolutionary guidebook, you’ll discover the do’s and don’ts that every company should follow in order to be successful and retain good customers. The audiobook also presents the 12 Laws to Follow—guidelines to ensure that your business can surmount the Crisis of Short-Termism smothering so many businesses today. Throughout, Peppers and Rogers propose various proven tactics and strategies to help you earn and keep the trust of your customers.

Editorial Reviews

Library Journal

Peppers and Rogers (Return on Customer), founding partners of the Peppers & Rogers Group, challenge listeners to break the standard rules of business and consider a new way of thinking about creating real shareholder value in today's competitive environment, operating with today's technologies. As they observe, customers can now electronically share their experiences with millions of other customers, which has changed the world of business so rapidly that from their perspective the old, established wisdom about running a company just doesn't apply. Common assumptions that no longer hold include the belief that the best measure of success is current sales and profit, that with the right sales and marketing effort you can always get more customers, and that company value is created by offering differentiated products and services. These iconoclastic authors instead provide ideas on how a business should operate in order to be successful and retain customers in an environment vastly different from just five to ten years ago. They suggest how businesses can surmount the crisis of short-termism, an intense focus on meeting current numbers while missing everything else-which, say the authors, is smothering many businesses. They also explain their new rules, namely, that customers will do business with a company tomorrow only if they and their friends trust that business today, and employees will work to earn customer trust only if they trust their employer. The bright, lively narration by both authors helps to maintain listener interest in this material, which will more likely appeal to senior executives running international conglomerates that depend on technology to reach andsatisfy customers around the globe. Highly recommended for academic libraries supporting a business curriculum and for larger public libraries.
—Dale Farris

From the Publisher
"Harnessing the power of connected customers and networked employees is now the key to success and that's what this book is all about." (Bookviews.com, April 2008)

Product Details

ISBN-13:
9781423359968
Publisher:
Brilliance Audio
Publication date:
02/15/2008
Edition description:
Unabridged
Product dimensions:
5.37(w) x 7.50(h) x 0.50(d)

Meet the Author

Don Peppers and Martha Rogers, Ph.D., are the founding partners of Peppers & Rogers Group and 1to1® Media, the world’s premier customer-focused consultancy and award-winning publishing company, now part of Carlson Marketing Worldwide. In addition to hundreds of trade and academic articles appearing in publications including Harvard Business Review, they are the coauthors of the bestselling “1to1” series of business books, available in 17 languages. In addition, they have written a comprehensive graduate-level textbook, Managing Customer Relationships. Their most recent book was the highly-successful Return on Customer, challenging companies to measure business success entirely differently, and documenting the customer base as a revenue-producing asset for businesses, capable of driving a company’s long-term economic worth. Peppers and Rogers have been cited on numerous lists of thought leaders and business gurus, and serve on several boards.

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