title: Future Focus: How 21 Companies are Capturing 21st Century Success
author:  Theodore B. Kinni 
description: Future Focus Future Focus will be the new benchmark for global business. Future Focus is an attempt to predict the future. Its not an easy task since you obviously cannot study the future. How do you measure business success? How do you pick future winners? In telling the stories of how 21 companies are capturing 21st century success, Future Focus demonstrates the power of the historical approach in predicting the future. Theodore Kinni and Al Ries use four hard criteria (revenue growth, profit growth, growth in market value and growth in globalization) and four soft criteria (marketing innovation, technological innovation, degree of focus and future prospects) to draw out the secrets of success and the lessons other businesses can learn. In Future Focus Theodore Kinni and Al Ries answer the three critical questions that everyone involved with business, including leaders, managers, financial professionals, investors and employees, must ask when planning for the future:
zlib_text: For	Nolan	&	Alec
  I	look	up,	see	the	stars,	and	have	questions.
  I	look	down,	see	my	boys,	and	have	answers.
  
  Contents
  Title	Page
  Copyright
  Dedication
  Chapter	1	The	Four
  Who	are	these	companies	and	why	write	about	them?
  Chapter	2	Amazon
  How	Amazon	became	the	most	disruptive	firm	in	the	largest	economy
  Chapter	3	Apple
  Tech	goes	luxury
  Chapter	4	Facebook
  Love	is	key	to	longevity—and	great	advertising
  Chapter	5	Google
  Our	modern-day	god
  
  Chapter	6	Lie	to	Me
  The	Four	and	funny	business
  Chapter	7	Business	and	the	Body
  All	businesses	appeal	to	one	of	three	organs
  Chapter	8	The	T	Algorithm
  What	it	takes	to	get	to	a	trillion
  Chapter	9	The	Fifth	Horseman?
  Who	will	be	next?
  Chapter	10	The	Four	and	You
  Follow	your	talent,	not	your	passion
  Chapter	11	After	the	Horsemen
  Where	are	the	Four	taking	us?
  Acknowledgments
  Illustration	Credits
  Notes
  Index
  
  Chapter	1
  The	Four
  OVER	THE	LAST	TWENTY	YEARS,	four	technology	giants	have	inspired	more	joy,
  connections,	prosperity,	and	discovery	than	any	entity	in	hi