Reading this book is a little like reading a fairytale for business ownership.
If you enjoy stretching the boundaries of your thinking to reveal completely new ways of doing business, this book will introduce ideas that will really make you think.
It's a book about making your business work for you, your team and your customers. In his approach to business, Paddi does away with the compromises often seen in business (like if the customer is always right, how does that make you and your staff feel?). Instead, he created a dental practice for himself that is geared for an unlikely outcome - happiness.
Happiness for the business owner means lots of profit, a stress-free environment and sensible working hours. Happiness for the team means no streas, no talking behind each others' backs and never having to smile through gritted teetch at bad customers - he sacked his worst customers. Happiness for the customer means exemplary customer service that set his practice truly in a league of its own.
It might be an expensive buy (even the electronic version from his website is pricey), but the lessons it teaches will open your eyes to a new way to think about small business strategy.
I said at the start of this review that it's a bit like reading a fairytale for business ownership. While writing my own book - Double Your Business: How to Break Through the Barriers to Higher Growth, Turnover and Profit (Financial Times Series)
I had the opportunity to meet Paddi over dinner and saw at first hand his keen eye for creating magical moments in customer service. It made me believe everything in his book and to appreciate just what is possible for a niche business to create.