I remember Bob Etherington from the days when I worked on the audit team at Reuters, and, in the words of Brucie, hasn't he done well, my loves!
This is an excellent book for a number of reasons. Firstly, it is clear in its advice. Secondly, that advice is sound at the fundamental level. Thirdly, the author explains why it is fundamentally sound (yes, he's selling to us even after we've bought). Fourthly, he gets to the point without too many of the usual long war stories (we'll allow him a few, he's a salesman....). The last point is important because I recommend this book for dipping back into frequently, especially the SWOT section.