Focus: The Future of Your Company Depends on It (Collins Business Essentials) (英語) ペーパーバック – 2005/10/1
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What's the secret to a company's continued growth and prosperity? Internationally known marketing expert Al Ries has the answer: focus. His commonsense approach to business management is founded on the premise that long-lasting success depends on focusing on core products and eschewing the temptation to diversify into unrelated enterprises.
Using real-world examples, Ries shows that in industry after industry, it is the companies that resist diversification, and focus instead on owning a category in consumers' minds, that dominate their markets. He offers solid guidance on how to get focused and how to stay focused, laying out a workable blueprint for any company's evolution that will increase market share and shareholder value while ensuring future success.
Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.
Reis argues that all to often the focus of a company is lost as acquisitions are made that have nothing to do with the core area of expertise. Strong brands are often diluted through ill-conceived extensions. The wrong extension serves to distract the company, and confuse the consumer as to what the brand stands for. V8 Splash anyone?
The loss of focus, and the accompanying deterioration of market share and competitiveness are illustrated though countless examples from virtually all industries. "Focus" is engaging to read, clearly illustrates the authors' arguments, and weaves just the right amount of humor throughout, to keep you smiling.
Focus is a simple but powerful concept. Not only does it make for spectacular business strategy, but investment choices, and the structure of your personal/professional life as well. If you ever feel like weight of your ambitions and varied endeavors is detracting from your achievements, a little focus must be in order. Read this book, you'll be glad you did!
I found as I am sure some of you will that I was already doing some of the things right. It does however reinforce the specialization factor that we can eaily forget about.
This book made me go back and reassess the things we do. We actually eliminated a couple of types of work we did based on this books suggestions.
Some of the examples noted are out of date and the book should be updated to reflect that.
Even though the book is more than a decade old at this point, and the examples are arguably dated, the analysis and conclusions are applicable to today and the foreseeable future.
Highly recommended. I was able to purchase the hardcover book used and in excellent shape, a true bargain in all respects.