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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, kick-butt gonzo guide to driving
your competitors off the deep end.
In the time-honored tradition of the maxim
"It's not how you play the game, but whether you win
or lose," best-selling author of Selling the Dream
and monthly Macworld columnist Guy Kawasaki has written
the definitive take-no-prisoners guide for Davids to beat
Goliaths. The product of his years of experience as an evangelist
for the then-upstart Apple and as a computer guru and business
strategist, How to Drive Your Competition Crazy is
an invaluable source book of irreverent and sometimes extreme
strategies in sales, marketing, production, and human resources
that will help your company or organization get and keep
the upper hand.
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 the pile -- and thus be the
first to which customers would turn. Discover how a small-town
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.
Staking territory somewhere between the
arts of Zen and war, How to Drive Your Competition Crazy
is a resource no company can afford to be without.
Guy Kawasaki is the former director of
software product management for Apple Computer, Inc. He
is now president of Fog City Software and writes a monthly
column for Macworld magazine. He lives in San Francisco
with his wife and kids.
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