Written by:
Al Ries
Narrated by:
Al Ries

Abridged Audiobook

Release Date
July 2005
3 hours 2 minutes
Every company has it at one point. But all too often, it gets lost along the way, leaving the company--and its workers--with an unclear sense of direction. Now the co-author of The 22 Immutable Laws of Marketing offers solutions for restoring the dispersed focus of a company back to its key service, and discarding everything else.

With clear examples from a variety of industries, Al Ries demonstrates how crucial focus can be. Certainly it helps explain why Coca-Cola's stock is worth two times that of Pepsi-Co., even though Pepsi has twice the sales and twice the assets. And it is a key component to the success of on-track companies such as Volvo, Sun Microsystems, and Little Caesars.

Al Ries's extensive marketing experience gives his managerial advice a cutting-edge angle as he defines a new standard of corporate competitiveness for companies big and small. So get focused! Your future depends on it.
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Pranay B.

What an interesting listen to the thought process around 2k5 and what leading consultants thought was the plot going to be and the sharp contrasting results of what things have transpired into. It's worth diving into the ideas behind Deming up focus as THE strategy for everyone but also a nice lesson that "one size fits all" is a strategy that's a ticking time-bomb. The author cited apple, ibm and PepsiCo as major brands that were failing, alongside Kodak, Eveready and sears due to the lack of focus. 17 years down the line, the line is split half and half between long term losers and eventual winners. Fun book to invoke some good comparisons.

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Michael Major

Excellent book, quite insightful. Yes it is written for the American market and yes the case studies are all drawn from corporate examples rather than small businesses; nevertheless the core principles stay true for whatever the size of business. There are obvious parallels to Michael Porter's book 'Competitive Strategy' too, however they're presented with a strategic marketing emphasis. The only small downside is it is showing its age having been republished in 2005 - the first edition was published in 1997. Yet, the core principles are as true today as they were then.

This title is due for release on July 19, 2005.

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