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Customer reviews

4.8 out of 5 stars
4
4.8 out of 5 stars

TOP 500 REVIEWERVINE VOICEon 2 March 2013
There can few joys quite as ...er... joyful as watching a Master Of The Universe get it wrong (even if we too get washed away in the surge afterwards). This book is absolutely full of dramatic errors and bags of hubris. However, it is easier said than done to prevent these errors as Helga Drummond is careful to note. For everyone who pushed too far and sent good money after bad there may be a dozen who abandoned their idea just short of success. We seldom see the latter (except perhaps the memoirs of those who abandon rock groups just before the million seller for a job in the soylent green factory) but the former are the gift that keeps giving.

The author handily summarises the various threads of mismanagement: are we too confident about our data or are we engaged in a conspiracy of optimism, for example. But the solutions are harder as the potentially most valuable member of the group - the chap who does not believe the corporate myth is not allowed to be a member. If such Cassandras are swept aside (and we nearly always are) then the best one can hope for is for members of the key decision group to mimic disbelief; asking about the dog that did not bark in the night, questioning assumptions, and role-playing the process. This book should start even the most loyal apparatchik grasping the range of risk out there.

Thoroughly recommended.
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on 28 June 2015
this one should come with a highlighter. it is so good, I have underlined sentences on almost every page.
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on 21 November 2013
good quality,and the dilivery is good as well. And this book is very useful in my marketing moudule learning! a
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on 21 June 2015
Excellent
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