Peppers' & Rogers' laws conquer short-termism
In 1993 Don Peppers and Martha Rogers published their book, 'The One to One Future', explaining why one-to-one marketing would be what all smart marketers should do. Now they have published a new book, 'Rules to Break & Laws to Follow', explaining how businesses can beat the 'short termist crisis'.
The new book presents a serious challenge to current business thinking. Backed up by Peppers & Rogers' research, perception, and anecdotes, the book explains three so-called "business rules" that need to be broken:
- "The best measure of success for your business is current sales and profit";
- "With the right sales and marketing effort, you can always get more customers";
- "Company value is created by offering differentiated products and services".
Laws to follow, too However, the book's dozen laws that must be followed all focus on overcoming short-termism by building customer trust, engaging and enabling employees, and encouraging both dissent and innovation.
The book is to be published by Wiley on 15th February 2008, and it will be sold in bookstores and through online services including 800CEOread.com and Amazon.com.
John Deighton, the Harold M. Brierley Professor of Business Administration at Harvard Business School, commented: "In this inspiring yet irreverent book, Peppers and Rogers mine their deep consulting experience and come up with guidance on the most important business issues of our time. It's counsel that's readable and reliable."