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Title: Packed With Knowledge!
Review: Fred Crawford and Ryan Mathews base their business strategy on a dim view of modern society: We are consumers, adrift in a valueless society, looking to economic transactions to support our beliefs. Operating under this depressing but insightful premise, Crawford and Ryan maintain that most companies don’t really understand their customers at all; rather, they simply purport to be the best at everything they do. The authors suggest a different course: Dominate one area of a transaction that reflects and reinforces the values of the consumers that you would like for customers. (If this concept seems too abstract, just head down to your local Starbucks and take a good look around.) Grounded in exhaustive research, this book builds upon traditional business wisdom — specialize, and don’t try to be all things to all people — to create a seminal business philosophy for modern-day markets. We ...recommend The Myth of Excellence as a must read for anyone in business.
