- 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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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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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.
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 RouseSee all Product description
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Most helpful customer reviews on Amazon.com
Wayne Burkan has been a collaborator of Joel Barker. In this book, filled with excellent real-world business examples, the author introduces some more interesting concepts to the paradigm phenomenon. The author uses the term EDGE to illustrate his innovative ideas.
Most business books postulating the concept of strategic advantage sometimes get too conceptual or even too vague in the approach. This is one book that shows you the tactical and yet practical approaches to gaining a strategic advantage in your business.
One of the best learning tools I got out of this book is the power of observation through the application of peripheral vision. The author calls it "splatter vision" or "wide angle vision" which he uses as the book's main title. I understand from my American friends that this is an age-old technique practised by native North American Indians. Henceforth, it is now practised by nature observers, bird watchers and animal trackers. In the book, the author relates an analogy of how Secret Service agents apply "splatter vision" in the field to visually screen out, read the signals quickly - & anticipate - any potential threats against the President.
In the business world, I fully agree "splatter vision" is a useful & powerful anticipation tool, with which you can apply to constantly scan the entire business landscape in sweeping motions in order to avoid missing "unexpected gaps" which could be potential threats &/or possible opportunities.
In reality, you are:
- unfocusing your eyes;
- maximising your peripheral vision;
- sustaining a soft focus;
- increasing your view of the landscape with an almost 180 degree-field-of-vision;
in order to avoid becoming so focused that you expect your challenge to come from a specific direction!
Another book that can be read in conjunction with these two books, is 'The Whack-A-Mole Theory; Creating Breakthrough and Transformation in Organizations' by Lindsay E. Collier. You will certainly note a common theme throughout these three books.
it is ok and above average.