Focus

By: Al Ries

Narrated by: Al Ries

Every company has it at one point. But all too often, it gets lost along the way, leaving the company--and its workers--with an unclear sense of direction. Now the co-author of The 22 Immutable Laws of Marketing offers solutions for restoring the dispersed focus of a company back to its key service, and discarding everything else.

With clear examples from a variety of industries, Al Ries demonstrates how crucial focus can be. Certainly it helps explain why Coca-Cola's stock is worth two times that of Pepsi-Co., even though Pepsi has twice the sales and twice the assets. And it is a key component to the success of on-track companies such as Volvo, Sun Microsystems, and Little Caesars.

Al Ries's extensive marketing experience gives his managerial advice a cutting-edge angle as he defines a new standard of corporate competitiveness for companies big and small. So get focused! Your future depends on it.

(P) and ©1996 HarperCollins Publishers, Inc., All Rights Reserved, Harper Audio, A Division of HarperCollins Publishers

Excellent book

This is worth hearing for any executive, business leader, or entrepreneur. A contrarian view of how to dominate your market.

Sound fundamentals

Interesting that he predicted exactly what some companies needed to do (IBM). Will also be interesting to see how his take on cable/telephone plays out.

One great takeway for me - always be in front of the market for your products. Paraphrased in my words... if anyone is going to put your product out of business, let it be a new version that you develop.

Moderate Relevance

Just a bit outdated. Somethings that were relevant back then are not all applicable today

Older recording but still very relevant today

replaced a warn out tape with this digital recording... this should tell you everything you need to know. if not, then my advice is to listen to this recording over and over, and put the authors advice to work for you and your organization!

It’s important to focus

The examples were outdated and not very relevant. It was a little repetitive and boring.