Purchase
The Ten Commandments for Business Failure
Donald R. Keough
Portfolio
August 2008
On Sale: July 24, 2008
208 pages
ISBN: 1591842344
EAN: 9781591842347
Hardcover
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Non-Fiction
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.”
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