EVERY BUSINESS IS A GROWTH BUSINESS

It's apt that Noel Tichy begins Every Business Is a Growth Business: How Your Company Can Prosper Year After Year with a story about Roberto Goiuzeta of Coca-Cola. "The enemy is coffee, milk, tea, the enemy is water," he told the people of Coke. He saw that Coke was a small fish in a huge pond, not at all an obvious notion in a time when it was considered the threatened leader in a mature business. "Grow or die," reads co-author (with Ram Charan) Tichy. His presentation is strident and assured, perhaps even a bit on the snobby side. The tone is perfect for CEO listeners, particularly those who want to do rapid change. Tichy is one of the most polished and pragmatic strategy evangelists. His books are widely read, and this abridgment is a quick way to get the book during a daily commute. M.P. ©AudioFile, Portland, Maine [Published: JUN/JUL 99]