How To Drive Your Competition Crazy
By: Guy Kawasaki & Michele Moreno, Pages 234, Hardcover.
If you were intrigued by the title of this book, you are probably the type of business book reader who's had enough of management self-help and touchy-feely tomes, enough of how-to guides that encourage you to take the kinder, gentler approach to competitors, customers, and employees. You are ready for the gloves to come off, and the one thing you'll want in your hands when they do is the first can-do, how-to, kick-butt gonzo guide to driving your competitors off the deep end.
Whether you are launching a new company or product, consolidating your strength in the marketplace, or trying to hold your own against a competitor with greater resources, How to Drive Your Competition Crazy offers a comprehensive blueprint for success. From the initial steps of learning as much about your own company as you do about your enemy to advanced techniques like playing with your opponents' minds, Guy Kawasaki explores every facet of the premise that the best defense is a good offense. Along the way he offers instructive examples of how a wide range of companies has trounced their competitors.
Learn how Sears made its catalogs smaller so that they would always find their way to the top of a pile- and thus be the first to which customers would turn. Discover how a small town hardware store triumphantly faced the arrival of a huge retail chain. Learn how a pizza chain offered a two-for-one deal if customers brought in the competition's Yellow Pages ad- guaranteeing, in the process, that those customers would have a harder time calling the competitor the next time around. Be present at the front lines of the battle between Ben & Jerry's and Haagen-Dazs- and see how the scrappy Vermont company turned a threat into an opportunity and, ultimately, victory.
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