The Ten Commandments for Business Failure (Paperback)
Don Keough--a former top executive at Coca-Cola and now chairman of the elite investment banking firm Allen & Company--has witnessed plenty of failures in his sixty-year career (including New Coke). He has also been friends with some of the most successful people in business history, including Warren Buffett, Bill Gates, Jack Welch, Rupert Murdoch, and Peter Drucker.
Now this elder statesman reveals how great enterprises get into trouble. Even the smartest executives can fall into the trap of believing in their own infallibility. When that happens, more bad decisions are sure to follow.
This light-hearted "how-not-to" book includes anecdotes from Keough's long career as well as other infamous failures. His commandments for failure include: Quit Taking Risks; Be Inflexible; Assume Infallibility; Put All Your Faith in Experts; Send Mixed Messages; and Be Afraid of the Future.
As he writes, "After a lifetime in business I've never been able to develop a step-by-step formula that will guarantee success. What I could do, however, was talk about how to lose. I guarantee that anyone who follows my formula will be a highly successful loser.
About the Author
JANET LOWE is an investment writer and author who has written several business and biographical works, including the bestseller Warren Buffett Speaks as well as Welch: An American Icon and The Man Who Beats the S&P: Investing with Bill Miller (all published by Wiley). Ms. Lowe is a past editor of the San Diego Daily Transcript and financial editor of the San Diego Tribune. More than 200 of her business articles have appeared in such publications as Newsweek, the Christian Science Monitor, the Los Angeles Times, and the San Francisco Chronicle.