Пока псы лают, коты побеждают: Менеджмент без догм

by Leonard Sherman, Леонард Шерман, Алексей Олейник (Translator)

Лидеры бизнеса привыкли к жесткой конкуренции. Без борьбы за качество, за более низкую цену, за лучший функционал устойчивого прибыльного роста не достичь. В результате бизнес превращается в бесконечный бой, напоминающий схватку голодных псов.

Леонард Шерман анализирует подходы всемирно известных классиков менеджмента — Майкла Портера, Брюса Хендерсона, Клейтона Кристенсена — и приходит к выводу, что уже описанные методы и инструменты управления зачастую не помогают компаниям выбраться из кризиса или добиться лидерства. Ведь конкуренты вооружены тем же оружием. Автор предлагает выбрать другую стратегию. Когда все кругом дерутся, как псы, стоит попробовать применить «кошачий» подход и добиться своего иным способом.

На примерах создания великих продуктов последних лет Шерман учит обходить подводные камни прямой конкурентной борьбы — быть хитрее и креативнее, избегать «собачьих боев» и прибегать к кошачьей стратегии, нарушая общепринятые правила классического менеджмента.

Genres: Business, Nonfiction, Management

400 pages, Hardcover

Published January 1, 2020

Reviews

[Brittany McCann · Rating 3 out of 5]

This book didn't really introduce anything new in terms of business strategy. It serves well as a compilation of other great ideas already available in terms of doing something "new" in business.

The title definitely made me pick it up, and it wasn't a horrible foray into business, but there really wasn't anything that stood out against the plethora of others in this genre.

3 Stars for me

[Vipul Murarka · Rating 4 out of 5]

Thanks to NetGallery and Columbia University Press for providing the Advanced Readers Copy (ARC) of If You’re in a Dogfight, Become a Cat by Leonard Sherman. The book is scheduled to release on January 10, 2017.

This book can be considered a bible for all those who are into business or job but haven’t had the opportunity to attend business courses. The author, Leonard Sherman, was a consultant and is now a faculty member of Columbia Business School. And thus one can imagine that the flow of the book will be systematic and loaded with numerous case studies and examples.

I would like to divide the book into two parts (though the book is not actually divided like this). The book starts with defining what a strategy is and how can companies build strategies that can possibly assure long term profit and growth. She has given sound theories (as can be expected from a faculty of such a reputed business school) and backing all of them with good examples not only from past but also including the latest ones (as latest as that of 2015). The second part of the book deals with marketing. Once a company has strategy in place, how can marketing and brand building assure long term growth. Again several theories have been proposed which if religiously followed can indeed give positive results and these theories are backed by strong real life examples.

The book’s writing is fairly simple and the author has beautifully explained the concepts with an incisive writing style (as has been put by Alex Taylor of Fortune). The models that have been highlighted in the book are easy to understand and make a lot of sense. The accuracy of the models is assured by the examples the author has cited in abundance throughout the book which actually makes it very interesting to read.

However, if you have attended a business school in your under-graduation or post-graduation, you will find most of the stuff repetitive. Yes the examples, most of them, are new and interesting, but the theories are pretty much what are taught in any B-school. Thus I didn’t gain much when it came to theory part but the learning lessons were plenty when the author related those theories with real life examples. Not only are there Porter’s 5 forces, Marketing Mix (4Ps), but there are also detailed mention of blue ocean strategy, disruptive innovation which are reference reading in B-Schools. Another turn off (a major one) for me was the author’s love for Apple. In almost all of the theories, Leonard has somehow or the other tried to fit in Apple which I felt was over the top.

Overall, I would recommend this book to everyone who has not got the opportunity to go through B-School courses. They should keep this book in their shelves and can refer to it frequently. If you are in business or job and didn’t get a chance to do business course, go for this book. Others can give it a skip unless you want to read the informative case stories mentioned in this book.

For me this is a 3.5 out of 5 book.

[Chris · Rating 1 out of 5]

Great title but great titles not a business book make. This is a pretty easy stuff and if you’ve been in business for three years, you’ll know and understand already. Not a book I would recommend anyone to waste their time on.

[Prabhakar · Rating 1 out of 5]

Except the first chapter and of course the title. Nothing is great. I keep wondering, the book talks about 3 things, one of them is meaningful differentiation. And that is entirely missing in the book. The same SouthWest stories, which was published by ME Porter in 1970s article. Yellow tail wine, i remembered, it was in some book and yes, i recalled it ... Blue ocean strategy. Then Apple stories and when that is over, go to Ikea. I have a bigger question, if B-schools continue to teach these examples, which even their industry players could not emulate, what would be the future of B-schools?
I struggled to complete, but let me say this, if you have not read any of the management books, this would be good for you.
I have bought some fiction books by looking at an interesting cover.... you understood what I meant.

[Mert Doğanlı · Rating 4 out of 5]

Started with surprising anecdotes from previous research and indicated their pros and cons. Some of the previous models' weaknesses were discussed and I found it very interesting. Thought something different from the available business books. The strategies are also very useful. However, there were repititions and unfortunately at the end of the day it turned out to provide examples from thr companies which all other business books talk about. Anyway I think it is a good read with a fresh start.

[Edgar · Rating 5 out of 5]

I've just finished reading my new favorite business book. It gives insight into two important questions: why is it so hard to achieve long-term profitable growth, and what can companies do to break away from the pack?

I recommend it to anyone who still reads books and wants to get a high level understanding of business strategy and its importance in today's competitive environment. Whether you're a student in college, or a seasoned professional, you'll gain valuable insight.

[Dalton Lynn · Rating 3 out of 5]

I read this book for a book report for a masters program. I found it to be pretty in line with what I am learning in class. But it also had me thinking of different business and organizations. I felt that it was a little repetitive at some points and thought that some businesses were highlighted so much to the point I felt like I had already read it. I did find the story of Yellow tail interesting.

[Dean Calhoun · Rating 4 out of 5]

Good review of overall strategy models

It was a decent review of overall strategy models; however, many of the examples like JetBlue are well known. In addition, there was quite a bit of repetition in the examples.

[Sope Williamson · Rating 4 out of 5]

Leonard Sherman really gave an in-depth explanation of how businesses have long-term growth and good shareholder returns. Strategies explained in this book are ones every business person seeking to make a difference in a market space should imbibe. Great read!

[Chandy OT · Rating 4 out of 5]

In short I would guess, create a meaningful differentiation, keep adopting, drive by the purposes

[Yoric · Rating 1 out of 5]

To succeed in the long term, you need continuous innovation, meaningful differentiation.
Actually, I didn't get anything from skimming this book, it looks pretty boring.

[Gregg R. · Rating 4 out of 5]

I liked the beginning of the book, but it sometimes felt drawn out. Overall it was a thoughtful book.

[JuanK Russo · Rating 4 out of 5]

Un buen resumen de las principales corrientes de creacion de valor en el tiempo. Sirve bien para refrescar las disciplinas, pero no aporta nada nuevo a la disciplina.

[Kathy Cowie · Rating 3 out of 5]

This will be reviewed in the March-April issue of Global Business and Organizational Excellence

[Darren · Rating 5 out of 5]

A curious title sets off this somewhat different, informative and thought-provoking book about how to find a position for long-term company growth.

This book is the distillation of the author’s experience as a business consultant and educator, made into a three-part strategy that focusses on allowing a company to survive in industries embroiled in “dogfights”—whereby there is intense competition among established companies for a small piece of the market. The solution is to be a cat and do things a bit differently and be more innovative than the group of dumb dogs who spend more time fighting each other than looking forward.

It was an enjoyable read, mixing theory, opinion and practical strategies together to great effect. The author allowed his humour and character to shine through this book and it felt as if helped make a difference; an authentic, personable and informative persona set tone and authority.

Punches are not pulled and criticism is freely given about “holy cows”, such as models from BCG and Porter, and how they can be blindly and inappropriately applied in many situations. It felt as if it could also be a great primer or summary for those who need a bit of a management strategy reboot and for students and newcomers to the sector it may be an invaluable, different read. Some of the case studies alone could be worth the modest price of this book!

It is a hefty book, something you won’t read in one sitting; yet this is no bad thing and the book does deserve your undivided attention. Your business and your career may thank you for it too. There are extensive references for those who want to dig even deeper into source material and gain further knowledge.

This is definitely something you should consider checking out in a bookstore and a purchase could be strongly recommended!

[Yong · Rating 4 out of 5]

https://www.strategy-business.com/art...

[Eileen Hall · Rating 3 out of 5]

I don't pretend to understand everything that is written in this book, but I think the premise is not to do as the established companies do, but to try to devise your own strategy to succeed in business.
Ideal reading for students and big company people alike.
I was given a digital copy of this book by the publisher Columbia University Press via Netgalley in return for an honest unbiased review.

[Kwang Wei Long · Rating 4 out of 5]

This is a book that have consolidated all the theories about adapting the business to survive in the 21st century. Theories that were mentioned included the famous blue ocean strategy and about disruptive innovations.
This is a good book for people who are new to these business strategies.
For well-read people, you can probably give this book a miss.