The Myth of Excellence

The Myth of Excellence
Author :
Publisher : Crown Currency
Total Pages : 274
Release :
ISBN-10 : 9780609810019
ISBN-13 : 0609810014
Rating : 4/5 (014 Downloads)

Book Synopsis The Myth of Excellence by : Fred Crawford

Download or read book The Myth of Excellence written by Fred Crawford and published by Crown Currency. This book was released on 2003-05-27 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ex•cel•lence (n.) 1. The clearly false and destructive theory that a company ought to be great at everything it does. 2. A mistaken goal in which the predictable outcome is that the company ends up world-class at nothing—not well-differentiated and therefore not thought of by consumers at the moment of need. Based on exhaustive research, The Myth of Excellence provides conclusive evidence of the futility of trying to be excellent in all aspects of a commercial transaction—price, product, access, experience, and service. Instead, the strategy for your products and services should be to dominate on one element, differentiate on a second, and be at industry par (i.e., average) on the rest. Yes, it is okay to be average as long as your customers know specifically where and how you are superior and world-class.


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