Rules to Break and Laws to Follow How Your Business Can Beat the Crisis of Short-Termism

by Peppers, Don; Rogers, Martha

• ISBN13: 9780470227541
• ISBN10: 0470227540
• Edition: 1st
• Format: Hardcover
• Copyright: 2008-02-08
• Publisher: Wiley

Summary

Praise for Rules to Break & Laws to Follow: How Your Business Can Beat the Crisis of Short-Termism "A fascinating, highly readable synthesis of business principles, technology, sociology and common sense, Rules to Break and Laws to Follow persuasively shows the connection between customer trust and business profits, and then explains how to make it happen. As a bonus, you'll learn how to make your company more innovative, how to ensure your employees actually enjoy what they're doing, and how to deal with the kinds of service and quality breakdowns that occasionally plague any company, even a well-managed one. This book should be on your required reading list." -Stephen M. R. Covey, bestselling author of The Speed of Trust: The One Thing That Changes Everything "Over the years, Peppers and Rogers have given me valuable advice about navigating the changing business landscape. This book is a must-read for managers who want to empower their employees and customers to?make change their ally." -Jim McCann, founder and CEO of 1-800-FLOWERS.COM "Highly readable and entertaining. Make sure everybody in your firm reads this book by last Friday." - Dror Pockard, CEO of eglue "In a time when most companies are built to flip, Peppers and Rogers have planted a stake in the ground to help you survive past the next round of financing or consumer fad. Knowing what rules to break is arguably even more important than what?laws to follow, and this book imparts?knowledge for both." - Guy Kawasaki, cofounder of Truemors and author of The Art of the Start "Peppers and Rogers have created the unthinkable: an enjoyable wake-up call! Their book serves up one compelling and provocative idea after another, and the authors enjoy debunking some of our most deeply ingrained business beliefs. Read this book and your customers will thank you." - Dan Heath, coauthor of Made to Stick: Why Some Ideas Survive and Others Die

Author Biography

Don Peppers & Martha Rogers, PhD, are the founding partners of Peppers & Rogers Group and 1to1® Media, the world's premier customer-focused consultancy and award-winning publishing company, now part of Carlson Marketing Worldwide. In addition to hundreds of trade and academic articles appearing in publications including Harvard Business Review, they are the coauthors of the bestselling "1to1" series of business books, available in seventeen languages. In addition, they have written a comprehensive graduate-level textbook, Managing Customer Relationships. Their most recent book was the highly successful Return on Customer, challenging companies to measure business success entirely differently, and documenting the customer base as a revenue-producing asset for businesses, capable of driving a company's long-term economic worth. Peppers and Rogers have been cited on numerous lists of thought leaders and business gurus, and serve on several boards.

Table of Contents

False Assumptions

A "Perfect Storm" of New Technologies

Imitation, Circular Mills, and Mythbusting

Crisis of Short-Termism: The Mother of All Problems

Questions Every Business Needs to Answer

Primacy of Customer Trust

"Value" is the New "Profit"

Jabbing at the Elevator Button in the Stock Market

Focus only on the Short Term and You'll Lose Sight of the Long Term

Customers Create Long-Term Value, Too

The Secret Life of Companies: Short Games

Take the Money and Run

Business Models Behaving Badly

Short-Term Gain, Long-Term Loss

Stupid Is as Stupid Does

Customers are a Scarce Resource

Using Up Customers

Which Do You Choose? Customers or Money?

Money is Still the Root of All Investment

What's in Your Budget?

Re-Thinking Your Whole Business

In the Long Term, the Good Guys Really Do Win

Reciprocity: The Golden Rule Applied to Customers

The Man with the Folding Chair

Does Your Firm Practice Reciprocity?

Customer Trust is an Antidote to Short-Termism

Treat Employees the Way You Want Them to Treat Customers

Increasing the Value of Your Business

Embroider on Your CFO's Pillowcase: Customer Equity

Ratcheting Up Your Customer Equity

What Return Are You Getting on Your Customers?

Value Creators, Value Harvesters, and Value Destroyers

Getting Credit for Earning Customer Trust

Culture Rules

Defining and Managing Culture

Do as I Say, Not as I Do

Welcome to the "Conceptual Age"

Galloping Decentralization Means Culture is More Important

Creating a Culture of Customer Trust

Hey! There's a Person in There!

Capitalism Redux: Greed Is Good, But Trust Is Even Better

Reputations Go Online

Taking the Friction Out of Commerce

Playing the Ultimatum Game

Technology Facilitates Reciprocity

Technology Seen Through the Wrong End of the Telescope

Customers and Honeybees

Who's on Your Speed-Dial?

Diverse Connections

Customer-Inspired Innovation

Word of Mouth: Business Opportunity?

Oops! Mistakes Happen: Recovering Lost Trust

Competence Also Required

Recovering Lost Trust

Competitive Success Can Harm Trust

Trust, Competence, and You

Innovate Or Die

Responding to Change

Technology, Progress, and Change

Creating a Climate of Innovation

Supporting the Lunatic Fringe

Creativity Cannot Be Commanded

Order and Chaos

Efficiency Often Undermines Innovation

3M Loses Its Innovative Mojo, Then Gets Its Groove Back

Having It Both Ways

Your Customers Can Help You Strike the Right Balance

Does Trust Encourage Innovation?

The Wisdom Of Dissent

Diversity and Variety

Size Does Matter

Avoiding Bad Group Decision Making

Engaged and Enabled

The Power of the Network

Employee Engagement

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