Rules to Break and Laws to Follow / Microsoft Executive Circle (ePub)

Chapter 1: False Assumptions 1 A "Perfect Storm" of New Technologies 3 Imitation, Circular Mills, and Mythbusting 4 Crisis of Short-Termism: The Mother of All Problems 6 Questions Every Business Needs to Answer 8 Primacy of Customer Trust 12 Chapter 2: "Value" Is the New "Profit" 15 Jabbing at the Elevator Button in the Stock Market 17 Focus Only on the Short Term and You'll Lose Sight of the Long Term 19 Customers Create Long-Term Value, Too 20 The Secret Life of Companies: Short Games 22 Take the Money and Run 26 Business Models Behaving Badly 29 Short-Term Gain, Long-Term Loss 30 Stupid Is as Stupid Does 34 Chapter 3: Customers Are a Scarce Resource 37 Using Up Customers 43 Which Do You Choose: Customers or Money? 45 Money Is Still the Root of All Investment 48 What's in Your Budget? 50 Rethinking Your Whole Business 53 Chapter 4: In the Long Term, the Good Guys Really Do Win 57 Reciprocity: The Golden Rule Applied to Customers 60 The Man with the Folding Chair 61 Does Your Firm Practice Reciprocity? 65 Customer Trust Is an Antidote to Short-Termism 68 Treat Employees the Way You Want Them to Treat Customers 73 Chapter 5: Increasing the Value of Your Business 79 Embroider on Your CFO's Pillowcase: Customer Equity 80 Ratcheting Up Your Customer Equity 84 What Return Are You Getting on Your Customers? 86 Value Creators, Value Harvesters, and Value Destroyers 89 Getting Credit for Earning Customer Trust 92 Chapter 6: Culture Rules 97 Defining and Managing Culture 98 Do as I Say, Not as I Do 99 Welcome to the "Conceptual Age" 101 Galloping Decentralization Means Culture Is More Important 104 Creating a Culture of Customer Trust 109 Hey! There's a Person in There! 113 Chapter 7: Capitalism Redux: Greed Is Good, but Trust Is Even Better 117 Reputations Go Online 120 Taking the Friction Out of Commerce 122 Playing the Ultimatum Game 124 Technology Facilitates Reciprocity 127 Technology Seen through the Wrong End of the Telescope 129 Chapter 8: Customers and Honeybees

Don Peppers & Martha Rogers, PhD, are the founding partners of Peppers & Rogers Group and 1to1 Media, the world's premier customer-focused consultancy and award-winning publishing company, now part of Carlson Marketing Worldwide. In addition to hundreds of trade and academic articles appearing in publications including Harvard Business Review, they are the coauthors of the bestselling "1to1" series of business books, available in seventeen languages. In addition, they have written a comprehensive graduate-level textbook, Managing Customer Relationships. Their most recent book was the highly successful Return on Customer, challenging companies to measure business success entirely differently, and documenting the customer base as a revenue-producing asset for businesses, capable of driving a company's long-term economic worth. Peppers and Rogers have been cited on numerous lists of thought leaders and business gurus, and serve on several boards.

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