The Myth of Excellence
Why Great Companies Never Try to Be the Best at Everything
By Fred Crawford, Ryan Mathews | Publisher: Crown
About the book
Ex•cel•lence (n.) 1. The clearly false and destructive theory that a company ought to be great at everything it does. 2. A mistaken goal in which the predictable outcome is that the company ends up world-class at nothing—not well-differentiated and therefore not thought of by consumers at the moment of need.
Based on exhaustive research, The Myth of Excellence provides conclusive evidence of the futility of trying to be excellent in all aspects of a commercial transaction—price, product, access, experience, and service. Instead, the strategy for your products and services should be to dominate on one element, differentiate on a second, and be at industry par (i.e., average) on the rest. Yes, it is okay to be average as long as your customers know specifically where and how you are superior and world-class.
Editions of The Myth of Excellence
- Hardcover
- ISBN 9780609608203
- Paperback
- ISBN 9780609810019
- EBook
- ISBN 9780307422194
Read an Excerpt
Ex•cel•lence (n.) 1. The clearly false and destructive theory that a company ought to be great at everything it does. 2. A mistaken goal in which the predictable outcome is that the company ends up world-class at nothing—not well-differentiated and therefore not thought of by consumers at the moment of need.
Based on exhaustive research, The Myth of Excellence provides conclusive evidence of the futility of trying to be excellent in all aspects of a commercial transaction—price, product, access, experience, and service. Instead, the strategy for your products and services should be to dominate on one element, differentiate on a second, and be at industry par (i.e., average) on the rest. Yes, it is okay to be average as long as your customers know specifically where and how you are superior and world-class.
Frequently Asked Questions
What is The Myth of Excellence about?
Ex•cel•lence (n.) 1. The clearly false and destructive theory that a company ought to be great at everything it does. 2. A mistaken goal in which the predictable outcome is that the company ends up world-class at nothing—not well-differentiated and therefore not thought of by consumers at the moment of need.
Based on exhaustive research, The Myth of Excellence provides conclusive evidence of the futility of trying to be excellent in all aspects of a commercial transaction—price, product, access, experience, and service. Instead, the strategy for your products and services should be to dominate on one element, differentiate on a second, and be at industry par (i.e., average) on the rest. Yes, it is okay to be average as long as your customers know specifically where and how you are superior and world-class.
What core themes, tropes, or subjects are explored in The Myth of Excellence?
Economics, Finance, Business and Management > Business and Management > Entrepreneurship / Start-ups
Where can I read a sample of The Myth of Excellence?
You can read an official preview of the few pages here https://www.book2look.com/book/9780609608203
Who is/are the Author/s of the book The Myth of Excellence?
Fred Crawford, Ryan Mathews
Who is the Publisher of the book The Myth of Excellence?
Crown
What are the ISBN numbers for the physical and digital editions?
The Myth of Excellence is available as hardcover(ISBN 9780609608203) and paperback(ISBN 9780609810019) and ebook(ISBN 9780307422194)
Where can I buy The Myth of Excellence online or support local independent bookshops?
You can buy The Myth of Excellence from below
Where can I buy The Myth of Excellence?