Rules to Break and Laws to Follow

Don Peppers 지음

Wiley 2012년 03월 01일 출간

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Praise for Rules to Break Laws to Follow: How Your Business Can Beat the Crisis of Short-Termismquot;A fascinating, highly readable synthesis of business principles, technology, sociology and common sense, Rules to Break and Laws to Follow persuasively shows the connection between customer trust and business profits, and then explains how to make it happen. As a bonus, you'll learn how to make your company more innovative, how to ensure your employees actually enjoy what they're doing, and how to deal with the kinds of service and quality breakdowns that occasionally plague any company, even a well-managed one. This book should be on your required reading list.quot;-Stephen M. R. Covey, bestselling author of The Speed of Trust: The One Thing That Changes Everythingquot;Over the years, Peppers and Rogers have given me valuable advice about navigating the changing business landscape. This book is a must-read for managers who want to empower their employees and customers to?make change their ally.quot;-Jim McCann, founder and CEO of 1-800-FLOWERS.COMquot;Highly readable and entertaining. Make sure everybody in your firm reads this book by last Friday.quot;-Dror Pockard, CEO of egluequot;In a time when most companies are built to flip, Peppers and Rogers have planted a stake in the ground to help you survive past the next round of financing or consumer fad. Knowing what rules to break is arguably even more important than what laws to follow, and this book imparts knowledge for both.quot;-Guy Kawasaki, cofounder of Truemors and author of The Art of the Startquot;Peppers and Rogers have created the unthinkable: an enjoyable wake-up call! Their book serves up one compelling and provocative idea after another, and the auth

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Chapter 1: False Assumptions 1A "Perfect Storm" of New Technologies 3Imitation, Circular Mills, and Mythbusting 4Crisis of Short-Termism: The Mother of All Problems 6Questions Every Business Needs to Answer 8Primacy of Customer Trust 12Chapter 2: "Value" Is the New "Profit" 15Jabbing at the Elevator Button in the Stock Market 17Focus Only on the Short Term and You'll Lose Sight of the Long Term 19Customers Create Long-Term Value, Too 20The Secret Life of Companies: Short Games 22Take the Money and Run 26Business Models Behaving Badly 29Short-Term Gain, Long-Term Loss 30Stupid Is as Stupid Does 34Chapter 3: Customers Are a Scarce Resource 37Using Up Customers 43Which Do You Choose: Customers or Money? 45Money Is Still the Root of All Investment 48What&-s in Your Budget? 50Rethinking Your Whole Business 53Chapter 4: In the Long Term, the Good Guys Really Do Win 57Reciprocity: The Golden Rule Applied to Customers 60The Man with the Folding Chair 61Does Your Firm Practice Reciprocity? 65Customer Trust Is an Antidote to Short-Termism 68Treat Employees the Way You Want Them to Treat Customers 73Chapter 5: Increasing the Value of Your Business 79Embroider on Your CFO's Pillowcase: Customer Equity 80Ratcheting Up Your Customer Equity 84What Return Are You Getting on Your Customers? 86Value Creators, Value Harvesters, and Value Destroyers 89Getting Credit for Earning Customer Trust 92Chapter 6: Culture Rules 97Defining and Managing Culture 98Do as I Say, Not as I Do 99Welcome to the "Conceptual Age" 101Galloping Decentralization Means Culture Is More Important 104Creating a Culture of Customer Trust 109Hey! There's a Person in There! 113Chapter 7: Capitalism Redux: Greed Is Good, but Trust Is Even Better 117Reputations Go Online 120Taking the Friction Out of Commerce 122Playing the Ultimatum Gam

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"Harnessing the power of connected customers and networked employees is now the key to success and that's what this book is all about." (Bookviews.com, April 2008)

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저자(글) Don Peppers

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Don Peppers Martha Rogers, PhD, are the founding partners of Peppers Rogers Group and 1to1 Media, the world's premier customer-focused consultancy and award-winning publishing company, now part of Carlson Marketing Worldwide. In addition to hundreds of trade and academic articles appearing in publications including Harvard Business Review, they are the coauthors of the bestselling quot;1to1quot; series of business books, available in seventeen languages. In addition, they have written a comprehensive graduate-level textbook, Managing Customer Relationships. Their most recent book was the highly successful Return on Customer, challenging companies to measure business success entirely differently, and documenting the customer base as a revenue-producing asset for businesses, capable of driving a company's long-term economic worth. Peppers and Rogers have been cited on numerous lists of thought leaders and business gurus, and serve on several boards.