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Cadence: A Tale of Fast Business Growth

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Cadence is a parable of a business owner and triathlon coach named JJ who left his stable job as a teacher to fulfill his dream of becoming an entrepreneur.

Unfortunately, two years after opening his bike shop, JJ finds himself in a place that is all too familiar to most business owners―struggling to stay afloat. That all changes, fast, when an athlete he coaches teaches him how to turn the store’s profitability around with seven key “10% Wins.”

Cadence uniquely communicates entrepreneur and advisor Pete Williams’s “7 Levers” approach to business growth through the vehicle of a story. Instead of offering a list of do’s and don’ts for business success, Cadence imparts wisdom by inviting readers on a journey into the lives of two characters who each have something valuable to teach the other.

Through the use of down-to-earth dialogue and realistic business challenges, readers will immediately be pulled into the story of JJ and Charlie, and how they each learn to hit their stride and turn profitability around.

176 pages, Paperback

Published August 21, 2018

35 people are currently reading
151 people want to read

About the author

Pete Williams

5 books14 followers
Pete Williams is an entrepreneur, advisor and marketer who Forbes recently called, "one entrepreneur today that every marketer should be modelling," while Inc. describes him as, "a savvy marketing strategist."

A Southern Region Finalist in the Ernst & Young Entrepreneur of the Year Program, a Small Business ICON (Best-in-Class) Recipient, and an Australian Business Award Winner for Marketing Excellence, he is the co-founder of numerous businesses across varying industries—from telecommunications services to e-commerce.

Having been referred to as "Australia's Richard Branson" in media publications, Pete first made a name for himself when, at age twenty-one, he sold Australia's version of Yankee Stadium, the Melbourne Cricket Ground, for under $500—which you can read about in his first book, How to Turn Your Million-Dollar Idea Into a Reality (2007).

Pete's companies include Infiniti Telecommunications, SimplyHeadsets.com.au, SpringCom Telecommunications, and Preneur Group (www.PreneurMarketing.com), an advisory-consulting firm that guides business owners through the process of increasing profits, margins and other key indicators by using the 7 Levers approach to business growth.

Pete is also a Professor of Practice at Deakin University, Australia, where he works with marketing and business students to give them real-world experience as part of their education.

Pete splits his time between Melbourne, Australia and California, USA with his wife Fleur and son Eli.

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Displaying 1 - 30 of 33 reviews
Profile Image for Peter.
519 reviews2,651 followers
January 14, 2022
Cadence
A fable that delivers an analogy to a business area is compelling as it sets the topic in a more interpretable context. We always see other people’s problems much clearer and actionable than our own! Cadence provides an analogy around a Triathlete coach (JJ) as the main protagonist, owning his own sports equipment store. He is, however, making some core mistakes in running his business, which he doesn't do in coaching, even though the similarities are significant.

Many entrepreneurs and young companies can struggle with the basic implementation of generating customers, driving revenue and increasing profit. I say implementation because it’s not that they are unaware of the theory or the process. What happens is that the daily business of survival and commercial noise distracts the core important activities on how to grow a business. They start working deeper and reactively IN the business, rather than proactively ON the business.

Pete Williams has outlined seven levers that must be addressed for continuous growth and profit maximisation.

This is an informative, pragmatic and well-delivered framework for increasing profits by targeting 10% wins. I appreciated that not every marketing strategy has to concentrate on social media, and there are beneficial discussions as to when it is appropriate and when not. Know what you are trying to achieve, who your customers are and their buying habits – regardless of the sales channel.

While some of the dialogue in the non-business situational discussions are not my cup of tea, I believe this is a great book to read. At 176 pages, Cadence, it’s a concise, sharp and high impact read that I would recommend. I loved the title as it was extremely apt!

I want to thank Morgan James Publishing and NetGalley for an ARC version of the book in return for an honest review.
Profile Image for Kwang Wei Long.
147 reviews1 follower
February 23, 2018
Cadence is an award winning book for businesses and entrepreneurs.
It is packed with actionable insights and a framework that you can immediately relate and apply to your own business.
Packed in a parable form. It is easy to read and digest.
Must read for any business owners and entrepreneurs.
Profile Image for Karren Hodgkins.
399 reviews20 followers
November 25, 2018
This book is a delightful, easy read. The combination of clear principles and a story make the ideas easier to take in. By pairing up a highly successful businessman/coach who wants help to complete the IRONMAN with the sport-based entrepreneur/coach who needs business advice for his struggling business, the reader soon understands that you can be an expert in your own area while still needing a framework, a process, tools and practical help in another. They mentor each other. There is a strong emphasis on identifying then making small changes in key areas and executing them consistently.

Some quotable quotes:

“Sometimes in life, effort does not equate to outcome.”

“ If I started doing them randomly - a swim session here, a long ride there - would that get me across the IRONMAN finish line?”

“... if you want long-term growth, you need a real plan, something more purposeful and trackable.”

“... it was repeatable and sustainable.”

In the end, both are winners and learn a great deal along the way.

Great examples are woven into the story, making it a more memorable read.I’ve read it twice and I’m sure I will read it again.

With many thanks to the author, the publishers Morgan James Publishing, and NetGalley for my free copy to review.
Profile Image for Naomi.
4,835 reviews144 followers
August 1, 2018
Read my full review: https://bit.ly/2vpOV12

My Opinion: As one who loves to devour business books, I must say that I was more impressed by this book than I expected to be. My main criticism of this book is the “story/fable” aspect to this book was a bit drawn out to me. On that note, that was well made up for in the way Williams laid out the levers beautifully with easy to understand applications and repetition in the story. I loved the graphics he partnered the story with. Again, very simple for easy comprehension and memorization. Furthermore, he used the illustrations as more of a key points approach versus as a “take away” section, which are often overlooked.

This book will definitely go on my Recommend List for those seeking recommendations in business books. This book would also be perfect for your new entrepreneur.
Profile Image for Jena Henry.
Author 4 books339 followers
July 17, 2018
What happens when “doing what you love” doesn’t pay the bills? You read this book and you start pushing levers.

This is a business parable, and it’s an engaging, friendly and clear story. JJ is a great triathlon coach who had one of those light bulb moments and decided to open a high-end cycling shop. Perfect fit, right?

Not really until JJ meets Charlie, a confident and engaging entrepreneur who signs up for JJ’s triathlon training. They come to an agreement to coach each other and so they set goals- in five months, Charlie will achieve Ironman status and JJ’s bike shop profits will double.

Cadence is the pattern of rising and falling sounds in a person’s speech. In business, cadence is a regularly scheduled strategy or plan.

Many times, business success books lose me, because they are either filled with slogans or catchy language- fluff that can be hard to internalize. But Cadence presents solid actionable information in an easy to understand and easy to remember format. The humor and camaraderie between JJ and Charlie helped keep my interest. The summary at the end of the book is useful, too.

I can use this framework in my business, and actually in my personal life, too. I’d like to be 10% better in all areas!

Thanks to NetGalley and Morgan James Publishing for an ARC.
Profile Image for Gregory.
625 reviews12 followers
July 3, 2018
I don't like business fables and this is a business fable.

However I do like this book. It gives practical, commonsense advice that is actionable and doable. There are a couple of the seven levers that I had to go back and read again to get the concept. That may have just been my lack of understanding though. Overall there are some good curated ideas that can help you in your business if you are just starting out or if you need some reinforcement.

I don't like fables. I do recommend this book though!
Profile Image for Dean Allan.
1 review
August 6, 2018
I'm going to set a challenge here and say that every Government Department that processes small business applications - every Chamber of Commerce and Business Centre that holds small business network meetings - and every tertiary institution that teaches business studies should be giving every attendee and applicant this book as compulsory reading because the topics it addresses are going to be faced by every person who starts their own business and - more importantly - provides you with answers to those questions.

Pete's 7 Levers Philosophy is something that we - as small business owner startups - all know we must address, but it is so easy to say "I'll do that later" while we blunder through our startup journey but - as Pete's book points out - the quicker you implement the 7 Lever Philosophy the quicker you will be driving your business to its greatest level of success.

A brilliant book Pete - thank you.
144 reviews3 followers
March 14, 2018
Cadence is well-suited to any budding or first-time entrepreneur who has started up a business and is struggling to maintain growth or healthy profits. It contains solid advice on the core principles of creating and managing a successful business including the importance of measuring and monitoring performance over time. The key messages are delivered in a parable format which makes this an easy but effective read. What you won't get from this book is how to achieve the successful metrics and performance of a profitable business. But if it was that simple, we would all be millionaires.

Thanks to Netgalley and the publisher for providing me with a copy of this book in exchange for an honest review.
Profile Image for Grady.
Author 51 books1,839 followers
October 8, 2018
“Profit is what happens when you do everything else right.” —Yvon Chouinard

Australian author Pete Williams is a Professor-of-Practice at Deakin University, Australia, an entrepreneur, a business advisor and marketer who Forbes has designated as “one entrepreneur today that every marketer should be modelling,” while Inc. describes him as, “a savvy marketing strategist.” Pete is the co-founder of numerous businesses across varying industries — from telecommunications services to e-commerce, and has won accolades for his expertise in marketing excellence.

CADENCE is the winner of five international book awards and one of the reasons the book is so lauded is the manner in which Pete moves into the self help field of advice for business owners is his avoidance of the preaching role and instead electing to offer his solid advice in the means of a story – an old but very reliable teaching format.

Open the book and immediately feel the sensitivity of how this fine professional functions as he shares his Preface – ‘This is a story about how to consistently grow your business, and how small improvements in just seven key areas will double your profits—fast. It’s the tale of a business owner and triathlon coach named JJ who left his stable job as a teacher to fulfill his dream of becoming an entrepreneur. Unfortunately, two years after opening his bike shop, Cadence, JJ finds himself in a place that is all too familiar to most business owners—struggling to stay afloat, unsure of what to do next, and lacking a strategic plan to grow profits. His luck turns around once he meets Charlie, a budding first-time IRONMAN who has hired JJ as his training coach. JJ soon realizes that there is more to Charlie than meets the eye. An experienced and successful businessman, Charlie soon becomes a coach and mentor to JJ as well. Over the course of twenty weeks, as JJ helps Charlie get ready for the grueling IRONMAN triathlon, Charlie shares his secrets with JJ and helps him drastically change the trajectory and profits of Cadence by using a strategy he calls “10% Wins.” While this story is fictional, JJ’s experiences are very real for many people who own and operate their own businesses—offline or online, retail or wholesale, product or service. Every day across the globe, more than 27 million small business owners open their doors and feel instant overwhelm and confusion. They experience this silent panic because most of them have absolutely no idea what they need to do each day to grow their business profits. Usually, they try to solve this problem by working longer hours, investing in courses to improve their skills, iterating their product over and over, or chasing the latest marketing trend. Some may even just stick their heads in the sand because the thought of dealing with the problem is too overwhelming and they don’t know where to begin. But action and achievement are not the same thing. Working longer or harder will only help
you succeed if you have a strategy behind what you do. Otherwise, all of that effort could easily add up to nothing. This book provides a framework embraced around the world as the “7 Levers” and an action plan you can cycle through to exponentially grow your profits by achieving small, key wins in these seven areas—these are the 10% Wins. Loosely inspired by a true story, JJ and Charlie’s journey is based on an amalgam of the more than fifteen years I have spent in business—as an employee, marketing strategist, and an owner of multiple businesses—online and offline, B2B and B2C, and in everything from e-commerce to catering. Throughout my journey, I’ve made more mistakes and lost more money than I care to admit, yet I have been lucky enough to have great business partners and mentors who’ve collectively added to all my successes. These people, and the lessons I’ve learned, inspired the character of Charlie. Whatever is motivating you to create a more rewarding business, I hope you find the tale of JJ and Charlie a catalyst for your own series of 10% Wins and a more profitable business cadence of your own!‘

Those 7 levers – Suspects, Prospects, Conversions, Average Item Price, Items Per Sale, Transactions Per Client, and Margins – and 10% Wins - form the keys to Pete’s dialogue. Read this book and watch your business grow. No wonder it is an award winner!
Profile Image for Kelly Hodgkins.
612 reviews35 followers
December 31, 2018
Cadence by Pete Williams is a parable. Narrative storytelling either works for you or it doesn’t when it comes to absorbing frameworks and information. In theory, it helps the reader remember the new strategies because they remember the narrative that goes with it. In this case, the story is of an entrepreneur who owns a struggling cycling business and one of his clients, a successful business man, training for Ironman. In creating a parallel between the training required to complete an Ironman and the 7 levers for growth, the story highlights the best way to increase profits in a business.

The most striking element for me in the book was the goal of incremental growth, a cycling through focus points continually to achieve a big goal through small steps as the author describes below.

“And that is what the 7 Levers philosophy is also built on. Achievable incremental growth, continued 10% Wins, each and every time, that add up to incremental and sustainable bottom-line profit growth.”

Often, when we try to tackle change, we try and make giant leaps in multiple directions and are overwhelmed when we don’t achieve as much as we hope. Pete Williams approach sounds far more manageable and full of encouragement as small wins keeps the process going.

The seven levers are

Suspects
Prospects
Conversions
Items per Sale
Average Item Price
Transactions per Customer
Margins

The process seems simple enough but having spent time mentally putting my business through it, I found the book a little light on application. I appreciate the theory in each of the seven levers as we use these as focus areas in our marketing strategies but it felt skewed towards retailers and in each example the “solution” had a revolutionary effect which felt a bit overstated and simplified. Without time to apply the methodology consistently, I can’t review the effectiveness of this approach but the author’s track record indicts his success with it.

I found the narrative a bit slow but the information is thought-provoking and worth reading. It’s four out of five on the en-JOY-ment scale!
Profile Image for Stephanie Chandler.
Author 29 books61 followers
August 21, 2018
Pete Williams, a thought leader and prolific writer, brings the tale of a runner and coach into the everyday activities of the entrepreneur who wants to succeed. Run like the wind, full out, or take it with a cadence that is focused, deliberate, and does not lose sight of the goal…I learned that a cadence has greater impact.

The book clearly describes the author’s straightforward approach to growing a business through the focus of capturing 10% wins in each of seven specific business levers. This simplistic framework provides entrepreneurs and small business owners a handy reference for growing profits and establishing greater sustainability for their businesses.

It is not an approach for start-ups and recently formed businesses, but rather a methodology for ramping up the profitability of an existing business or business operation.

It is an easy read, complete with thought-providing exercises and clear explanations of the 7-levers framework. It may be the best 2-3 hours a business owner can spend for growing their business.
Profile Image for Rachel Kester.
487 reviews8 followers
October 15, 2018
Author Pete Williams writes an inspiring and intriguing tale about fast business growth. It tells the story of JJ, a coach and business owner who is striving to become an entrepreneur. He opens up his own bike shop, which at first is stable, but eventually starts to suffer. JJ is then mentored by one of his athletes about how to grow his business with seven special steps so it can become successful.
In this book, you’ll read of these helpful seven steps and how they can help your business to grow. Williams will walk you step-by-step through the process and show how your business can succeed instantly by following them.
Unlike many other similar books, this one is easy to read and includes interesting and realistic scenarios which can help to make it more relatable. So, if you’re looking for a book to help you with your small business and how you can increase your profits, definitely check this one out.
Profile Image for Pegboard.
1,835 reviews9 followers
October 11, 2018
Pete Williams gives down-to-earth advice on increasing your business in Cadence: A Tale of Fast Business Growth. He used characters; JJ and Charlies, to illustrate this growth as Charlie prepares for an IRONMAN. Charlie specializes in entrepreneur business yet has hours to spend training. This causes JJ, a struggling bicycle shop owner, to ask how he could do all this, hence the information you will find in this intriguing self-help book.

The first chapter drew me in and I knew this would be a compelling book. Pete Williams gives information top companies are not sharing. His simple approach and stories allow others to test their business growth, or lack thereof, and apply the 7 levers. It was fascinating how the author cycled these steps around a business until the company became more productive. I would highly recommend this to high school students and entrepreneurs. 
Profile Image for Julius Blitzy.
476 reviews15 followers
October 13, 2018
I read a few books about business, but this book interested me. Many people like stability, but what will happen if you allow yourself to go beyond what will happen if you want to open your business? You will probably face to many problems. The book "Cadence" tells you such a life situation when the hero has to independently develop his small business. The main goal is profit and the book describes small tips on how to do it.
If you are afraid to take a step forward, then read this book, perhaps you will find it all not as difficult as you think. The main thing is that if you cannot move forward first, then you should not panic, you can listen to the advice of experienced people like Charlie and the main thing is patience and diligence.
I advise you to read this book to newcomers in business and professionals, maybe they can find something new for themselves.
Profile Image for Valery.
1,529 reviews59 followers
October 8, 2018
Cadence: A Tale of Fast Business Growth by Pete Williams tells of a simple plan to boost your business. That Williams encases the plan in a fictional format is secondary, as his recommendations are valuable and easily done for everyday businesses. The 7 levers framework is what is needed when a current business is floundering and you simply want to see some growth. Not for newer businesses or start ups, this is a plan for a business that has been around for a while, and needs to grow sales to improve the bottom line. Presenting down to earth dialogue and realistic business challenges, this book hits the mark if you want to improve your business and make it more profitable. Pragmatic, informative, and useful, this book is highly recommended.
Profile Image for Veronika Noize.
4 reviews19 followers
May 11, 2019
Usually I don't care for business parables, but this book changed my mind! Not only is it exceptionally clear in the message, the story format allows the reader to vicariously experience putting the strategies into place. Super quick and entertaining read, and the value of the content is priceless. For my friends who say business books are boring, READ THIS. For my friends who say they need a little light fiction to balance out the business books, READ THIS.

By the way, you can get free chapters at https://cadencebook.com/#cadinsiders

Full disclosure: This book was a gift from the publisher.
Profile Image for Jimmy Jefferson.
1,043 reviews10 followers
October 11, 2018
A fresh look at how to be successful in business

Pete Williams combines story telling with business success stories to create a fun way to learn how to be a successful business owner. Using two characters who both have something to teach the other , Pete shares the methods and ideas used to create a profitable and growing business. I found the presentation fun and refreshing and the information easy to follow and retail because of the presentation. Great book. All small business owners should check this one out.
Profile Image for Archie.
422 reviews5 followers
October 12, 2018
Interesting and Unique Style!
A different way to guide and be informative, present 7-Levers structured framework to boost the struggling business. There are many books in the market that focus on similar theme but this is a bit different in two ways 1) it brings forward the situation to solve as a challenge for characters in the story 2) it is not a long dense recital of tips and techniques, hence easy to understand and keeps the interest going.
Profile Image for Kristen.
223 reviews5 followers
October 29, 2018
Cadence take everything you love of those business help books and puts them in a story format so it can easily be enjoyed rather than studied. Cadence taps into the spirit of entrepreneurship while bringing forward some harsh realities too many entrepreneurs face. It guides the reader ona business man’s journey as he learns how to help his business grow. I would certainly suggest this book for anyone who has a mild interest in business or looking to connect with other entrepreneurs.
1 review
August 10, 2018
I really like this book. I'm not in the business world, but to me the advice seemed pretty sensible and it was weaved in nicely with a story that made it very digestible. I love the concept of 'margins' and also of cycling through the 7 levers again and again to make more improvements each time. I listened to the audio book.
12 reviews2 followers
August 7, 2018
A great book that spells out the basic levels of businesses growth. Perfect for any type of business. Uses hypothetical examples to charge up creative thinking that can help you get unstuck and firing on all cylinders from products and service to marketing and sales. Highly recommended.
Author 2 books13 followers
November 20, 2019
“We have found that the power and capacity of the Achiever [Orange] stage in particular is routinely undervalued, especially in spiritual and integral circles.” Suzanne Cook-Greuter, 2006

This easy to read book is for not undervaluing the Achiever. :)
Profile Image for Niki.
33 reviews
December 30, 2019
4.5* for the biz related advice (I could live without KPIs forever)
1* for the writing - my brain hurt from how poor that was

Will be applying and cycling through the levels.

Will be hating all IM related puns until the end of days.
Profile Image for Lee Grieve.
1 review
August 6, 2018
It is a must for any business owner. It was a great read and once I get it back from my business coach whom I lent it to (she’s reading it for a second time lol) I’ll be reading it again.
1 review1 follower
August 6, 2018
A quick and easy read with heaps of useful concepts that any business owner can implement regardless of business type or size.
Profile Image for Kent Winward.
1,815 reviews68 followers
November 28, 2018
A parable about the need for incremental growth in business -- worth the short read.
Profile Image for Max.
5 reviews3 followers
March 7, 2019
B2C storefront goods. Good book. Good principle behind it
Profile Image for Thing Two.
996 reviews48 followers
April 2, 2019
A self-help book for the small businessperson with absolutely no business sense. I listened to the audio version of this, and the sound effects are super-cheesy. Yes, there are sound effects.
Displaying 1 - 30 of 33 reviews