WHY YOU SHOULD READ THIS BOOK
Telling the readers right up front why they should read your book is a funny way to start a book, isn't it? I am opening this way in hopes of getting your attention. There are way too many books these days, and most of them are way too long. Who has time to read all that stuff? And how do you know if the author really had a clue? After all, there is no formal quality assurance for books other than the editor, the publisher and the readers.
You should read this book because you want to suc- ceed. Most people do want to succeed, and I assume that you're no different in that respect. And you don't have an abundance of time, and competition is tough and get- ting tougher. Here's the situation: resources are limited; opportunities are limitless; success depends on finding "the Intersection"--that's where your strategy aligns with your past proven success and gives you a better chance of beating competitors. In fact, it gives you the best possible chance of success.
Businesses must have reason to exist. "The purpose of a business is to create and keep a customer." I first read this in Theo- dore Levitt's classic book, The Marketing Imagination and I have never forgotten it. But for a business to survive, it must also be profitable. That is an essential key to success.