Plain. Former Coca-Cola president Don Keough has written a plain-talking book that exudes wisdom for executive reflection. Although the title is The Ten Commandments for Business Failure, there are actually eleven. Rather than try to provide a formula for success that is unlikely to be replicated, Keough uses his many years of experience to call attention to those approaches and tendencies in each of us that when we practice them are likely to lead to failure. While each of these commandments sounds simple, and they can be avoided in the extreme, each of us is likely to follow them to some degree quite often. In addition to his own experience, mostly at Coke, Keough uses recent examples of executives and companies who have followed these commandments and achieved failure. I read this book at the end of the year, and it provided a great chance to reflect on these commandments and examine which of them I may be following to my detriment. I highly recommend this book to any reader who enjoys plain, straightforward approaches, and who are prepared to think about their effectiveness at work.
Rating: Four-star (Highly Recommended)
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