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Wide–Angle Vision: Beat Your Competition by Focusing on Fringe Competitors, Lost Customers, and Rogue Employees Hardcover – Import, 4 Oct 1996


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Product description

Amazon.com Review

According to Wayne Burkan, companies suffer when they fail to see the big picture. And they can't, the professional trainer and speaker contends, if they are too narrowly focused on consumers already happy with their products or services. In Wide-Angle Vision, he shows how to shift attention to "fringe competitors, lost customers, and rogue employees." They provide insights that satisfied constituents never will, Burkan writes, and help businesses avoid mistakes like those now threatening Apple Computer.

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Al Ries has made a career--and sold a lot of books--preaching to marketers about the merits of Positioning (1981) and of Focus (1996). Now, along comes consultant Burkan with something of a contrary suggestion. He warns us against focusing attention too narrowly on core markets and interests, because it limits possibilities. We should look for new ideas, not from our best customers, but from those annoying ones with complaints. We should not just monitor our main competitors but also investigate those out on the horizon, because they are the innovators. And it is our unhappiest employees who may be our greatest asset, because their discontent may stem from our not listening to their ideas. Burkan offers numerous real-life and fictional examples to demonstrate how his ideas work and how they can be applied in today's climate of change. David Rouse

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Product details

  • Hardcover: 276 pages
  • Publisher: John Wiley & Sons (4 October 1996)
  • Language: English
  • ISBN-10: 0471134163
  • ISBN-13: 978-0471134169
  • Product Dimensions: 15.9 x 2.6 x 23.7 cm
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: #12,44,671 in Books (See Top 100 in Books)
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Amazon.com: 4.0 out of 5 stars 2 reviews
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5.0 out of 5 starsAn excellent companion to Joel Barker's Future Edge
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