THE TEN COMMANDMENTS FOR BUSINESS FAILURE

An elder statesman of American business describes 10 ways leaders of large corporations can mess up their enterprises. Keough's commandments—stop taking risks, assume infallibility, love your bureaucracy, send mixed messages, and others—are vividly illustrated with stories of well-known business failures and lessons from his lengthy tenure as president of Coca-Cola. Written with appealing personal clarity, his insights have depth but are clear enough to be fascinating to leadership students at any level. George Guidall's intellectual persona and mature palette of tone and phrasing options give this material stature and emotional impact. With no hint of arrogance, he authoritatively delivers this wisdom so convincingly that listeners will want to hear it, absorb it, and wrestle with its full meaning. T.W. © AudioFile 2009, Portland, Maine [Published: JUNE 2009]