The core idea: a business's prosperity often hides in the gaps between what it does now, and what it could do, in 13 different areas, like whether customers will continue to buy forever, and advertising that create the highest possible sales.
The business's upside (its results potential) is just sitting, mostly unnoticed, in those gaps. The book and its included downloadable tools help readers find and deliver on the most promising and realistic elements of its upside in their unique businesses.
The chapters, each incorporating the wisdom of experts on the topic, include:
- Creating zealous customers.
- Honing your value proposition, so more people buy.
- Raising your brand's emotional power to attract sales.
- Crafting ads that create I want that!
- Pricing perspectives that capture an entire market.
- Deftly managing costs.
- Detecting and seizing opportunities.
- Finding growing, hungry markets.
- Shaping powerful business designs.
- Product and service design: creating "hit records."
- Innovative solutions to worthy problems.
- Key management practices for boosting results.
Working through the chapters will surface a variety of things the business could do to boost results. Very likely, there will be too many to pursue. It makes more sense to work on those few that will produce the best-possible improvement in results.
To narrow the choices, in the closing chapters, we introduce a new decision approach, insight-based management, It's built into an included, downloadable, Excel-based tool, Let's See. Let's See helps the reader choose the most lucrative and realistic of the upside elements above, and form their choices into a prosperity design—what they'll do, when, to produce the best-possible results.
This system's outcomes:
- Better financial results.
- A business that's worth more.
- A leader who now has a way to find and deliver those better results, time and again.
Note: The ebook version of The Upside Within Reach contains a number of graphics and tables that might prove difficult to read, or to work with, depending on your device's screen size and resolution. So it comes with a downloadable Ebook Companion, a printable PDF.
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About the Author
So, I went looking for a more powerful design. After a lot of searching through the business literature, I found myself frustrated that an overall way to improve results had not already been created or practiced. I decided to make one.
The goal was to provide an honest, teachable way to increase results and create prosperous businesses. It also involved assembling, in one place, as much of the available wisdom about boosting results as I could.
This book is the result of that effort, over the past 26 years.
I started what became a mid-size consulting firm and sold it to a public company after serving as its CEO for 22 years.
Next, I founded Great Numbers! LLC, which teaches executives how to find the best ways to increase their results.
In that role, I was invited by Chief Executive to lead a CEO Roundtable on leveraging assets like brands and patents, and to co-create the Wealth Creation Index it published annually from 2008 to 2015.
I earned a PhD in Systems Engineering from what is now NYU’s Tandon School of Engineering, with a concentration in optimization (getting the best-possible outcomes).