Doing What Matters

Doing What Matters

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When Warren Buffett was asked why the Gillette board of directors chose Jim Kilts to be CEO, he said, a€œJim made as much sense in terms of talking about business as anybody Ia€™ve ever talked to. If you listen to Jim analyze a business situation you get absolutely no baloney. And, frankly, finding someone like that is a rarity.a€ There is only one CEO in recent times who has faceda€”and succeeded ata€”the extraordinary challenges of leading three major companiesa€”Gillette, Nabisco, and Krafta€”into prosperous futures by doing what matters on the fundamentals. That CEO is Jim Kilts. In this vivid first-person account he reveals his system for success that is both cutting-edge and back-to-basics. Doing What Mattersa€”the action plan for identifying and tackling whata€™s important and ignoring the resta€”is the key to winning in a warp-speed world where the need for revolutionary speed and decisiveness increases by the day. Kilts illustrates his ideas with colorful stories, such as a€œthat little red razor.a€ A new product idea he proposed early on at Gillette, it was initially shelved because a€œeveryone knew you couldna€™t sell a red razor, a€ but went on to become one of Gillettea€™s biggest marketing successes ever. Jim Kiltsa€™s focus on both business fundamentals and personal attributes provides the a€œcomplete package, a€ showing how to get results that make a difference through: a€c Intellectual integrity: The ability to face the unvarnished truth about yourself and your business and using what you see as the basis for action. a€c Generating emotional engagement and enthusiasm: Using the force of your personality and ideas to infuse people and an entire organization with a sense of purpose and mission. a€c Action: Gillette, with just five product lines, had over 20, 000 SKUs. After studying the issue for over two years, there were still 20, 000. How Kilts got Gillette off the dime to pare down the number to 7, 000 almost overnight is an astonishing example of getting the rubber to meet the roada€”with enormous benefits to the business. a€c Understanding the right things through an overarching concept to frame and filter issues: For Jim Kilts it was Total Brand Value, the framework he used in the consumer products industry for achieving better, faster, and more complete results than the competition. Whether youa€™re CEO of a multibillion-dollar global company, the brand manager for a product, an entrepreneur starting a small business, or just beginning a career, Doing What Matters provides the practical ideas that get resultsa€”ranging from a day one action plan for starting a new job to a chorus of cheers and support to a program of total innovation that involves everyone in changes from small to a€œbig bang.a€ From the Hardcover edition.In the United States, Oral-B had a commanding market-share lead in the manual- toothbrush business, at 1.2 times larger than its nearest competitor. In Europe, Oral-B Braun was virtually unopposed in the power-toothbrush market. Brauna#39;sanbsp;...

Title:Doing What Matters
Author: James M. Kilts, John F. Manfredi, Robert Lorber
Publisher:Crown Business - 2007-09-04

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