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Inside this Book – FOR MOST OF MANKIND FOR most of history risk aversion was the prevailing mood. Hunters and gatherers wandered far and wide, we presume, but after the agricultural revolution allowed people to settle down, most of them did so. People chose to live as their fathers and mothers and their grandfathers and grandmothers before them had lived, never venturing far from the village. And with good reason. It was a dangerous world out there. Just look at the old maritime maps with their ominous areas labeled “terra incognito”— territory unknown—sometimes embellished with even more threatening warnings, such as “Here be dragons.” Who would want to take a risk sailing into such places? A few did, of course. But most people stayed home. Many things could happen to you if you took a risk, and most of them were probably bad. Even today, much of the world in sub-Saharan Africa, parts of the Middle East, and parts of Southeast Asia is still mired in a risk- averse “Let’s-do-it-like-we-always-did-it-because-that’s-the-way-we- always-did-it” culture. The cycle of sameness is unbroken from generation unto generation, often in families and groups living in the deepest poverty.
Inside this book –The Ten Commandments for Business Failure PDF Book by Donald R. Keough – N OT TAKING A RISK and being inflexible are closely related, but there is an important nuance of difference. The truly inflexible people are not avoiding risks. They are not merely reluctant to take a risk on some change or innovation. They are so set in their ways, so sure that they have the formula for success that they simply cannot see any other way of doing things. That happened at The Coca-Cola Company. In a 1920 dispute over the use of the Coca-Cola name, a case that went all the way up to the U.S. Supreme Court, Justice Oliver Wendell Holmes ruled in favor of Coca-Cola, describing it as “a single thing from a single source and well-known to the community.” The company became so enamored of this description that it became almost biblical writ, so dogmatically accepted and jealously guarded that the source of the product began to be just as much a part of its exclusivity as the thing itself. Management was incapable of envisioning Coca-Cola as anything but “Coca-Cola”—and here’s the key to our myopia—“Coca-Cola in the familiar green bottle.” Company leaders came to view the drink and the bottle as one and the same. There was, of course, the iconic bell-shaped fountain glass, but it was never trademarked like the contour bottle.
The Ten Commandments for Business Failure by Donald R. Keough PDF : eBook Information
- Full Book Name – The Ten Commandments for Business Failure
- Author of this Book – Donald R. Keough
- Language – English
- Book Genre – Non-Fiction, Business, Management
- Download Format – PDF
- Size – 733 KB
- eBook Pages – 141
- Price – Free