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Book The Motivation Myth

Download or read book The Motivation Myth written by Jeff Haden and published by Penguin. This book was released on 2018-01-09 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Inc.com's most popular columnist, a counterintuitive--but highly practical--guide to finding and maintaining the motivation to achieve great things. It's comforting to imagine that superstars in their fields were just born better equipped than the rest of us. When a co-worker loses 20 pounds, or a friend runs a marathon while completing a huge project at work, we assume they have more grit, more willpower, more innate talent, and above all, more motivation to see their goals through. But that's not at actually true, as popular Inc.com columnist Jeff Haden proves. "Motivation" as we know it is a myth. Motivation isn't the special sauce that we require at the beginning of any major change. In fact, motivation is a result of process, not a cause. Understanding this will change the way you approach any obstacle or big goal. Haden shows us how to reframe our thinking about the relationship of motivation to success. He meets us at our level--at the beginning of any big goal we have for our lives, a little anxious and unsure about our way forward, a little burned by self help books and strategies that have failed us in the past—and offers practical advice that anyone can use to stop stalling and start working on those dreams. Haden takes the mystery out of accomplishment, proving that success isn't about spiritual awakening or a lightning bolt of inspiration --as Tony Robbins and adherents of The Secret believe--but instead, about clear and repeatable processes. Using his own advice, Haden has consistently drawn 2 million readers a month to his posts, completed a 107-mile long mountain bike race, and lost 10 pounds in a month. Success isn't for the uniquely-qualified; it's possible for any person who understands the true nature of motivation. Jeff Haden can help you transcend average and make lasting positive change in your life.

Book Summary of The Motivation Myth

Download or read book Summary of The Motivation Myth written by Abbey Beathan and published by . This book was released on 2019-06-10 with total page 74 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Book Drive

    Book Details:
  • Author : Daniel H. Pink
  • Publisher : Penguin
  • Release : 2011-04-05
  • ISBN : 1101524383
  • Pages : 275 pages

Download or read book Drive written by Daniel H. Pink and published by Penguin. This book was released on 2011-04-05 with total page 275 pages. Available in PDF, EPUB and Kindle. Book excerpt: The New York Times bestseller that gives readers a paradigm-shattering new way to think about motivation from the author of When: The Scientific Secrets of Perfect Timing Most people believe that the best way to motivate is with rewards like money—the carrot-and-stick approach. That's a mistake, says Daniel H. Pink (author of To Sell Is Human: The Surprising Truth About Motivating Others). In this provocative and persuasive new book, he asserts that the secret to high performance and satisfaction-at work, at school, and at home—is the deeply human need to direct our own lives, to learn and create new things, and to do better by ourselves and our world. Drawing on four decades of scientific research on human motivation, Pink exposes the mismatch between what science knows and what business does—and how that affects every aspect of life. He examines the three elements of true motivation—autonomy, mastery, and purpose-and offers smart and surprising techniques for putting these into action in a unique book that will change how we think and transform how we live.

Book The Myths of Creativity

Download or read book The Myths of Creativity written by David Burkus and published by John Wiley & Sons. This book was released on 2013-10-07 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: How to get past the most common myths about creativity to design truly innovative strategies We tend to think of creativity in terms reminiscent of the ancient muses: divinely-inspired, unpredictable, and bestowed upon a lucky few. But when our jobs challenge us to be creative on demand, we must develop novel, useful ideas that will keep our organizations competitive. The Myths of Creativity demystifies the processes that drive innovation. Based on the latest research into how creative individuals and firms succeed, David Burkus highlights the mistaken ideas that hold us back and shows us how anyone can embrace a practical approach, grounded in reality, to finding the best new ideas, projects, processes, and programs. Answers questions such as: What causes us to be creative in one moment and void in the next? What makes someone more or less creative than his or her peers? Where do our flashes of creative insight come from, and how can we generate more of them? Debunks 10 common myths, including: the Eureka Myth; the Lone Creator Myth; the Incentive Myth; and The Brainstorming Myth Written by David Burkus, founder of popular leadership blog LDRLB For anyone who struggles with creativity, or who makes excuses for delaying the work of innovation, The Myths of Creativity will help you overcome your obstacles to finding new ideas.

Book The Hard Work Myth

    Book Details:
  • Author : Barnaby Lashbrooke
  • Publisher :
  • Release : 2019-12-10
  • ISBN : 9781527250703
  • Pages : 170 pages

Download or read book The Hard Work Myth written by Barnaby Lashbrooke and published by . This book was released on 2019-12-10 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: WORKING HARDER IS FAILING YOU Entrepreneurs are working harder than ever, with almost half working 50 hours a week or more, swapping quality time with our families for long hours in our offices. The problem is, it isn't working. Despite the sacrifices, less than a third of businesses started today will survive long enough to see their 10th birthday. In The Hard Work Myth, you'll discover why working harder is a waste of time and learn the simple but high impact techniques used by some of the world's most successful entrepreneurs to achieve more, without working harder About the author: Barnaby Lashbrooke is on a mission to destroy the myth that working hard is the key to success. Why? Barnaby has built two multi-million dollar businesses, with more than $32 million in total sales, all whilst working less than 35 hours per week and he believes if he can to it, you can too.

Book The Charisma Myth

Download or read book The Charisma Myth written by Olivia Fox Cabane and published by Penguin. This book was released on 2013-03-26 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: What if charisma could be taught? The charisma myth is the idea that charisma is a fundamental, inborn quality—you either have it (Bill Clinton, Steve Jobs, Oprah) or you don’t. But that’s simply not true, as Olivia Fox Cabane reveals. Charismatic behaviors can be learned and perfected by anyone. Drawing on techniques she originally developed for Harvard and MIT, Cabane breaks charisma down into its components. Becoming more charismatic doesn’t mean transforming your fundamental personality. It’s about adopting a series of specific practices that fit in with the personality you already have. The Charisma Myth shows you how to become more influential, more persuasive, and more inspiring.

Book The Alter Ego Effect

Download or read book The Alter Ego Effect written by Todd Herman and published by HarperCollins. This book was released on 2019-02-05 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now a Wall Street Journal bestseller. What if the games we played as children were the greatest gift to helping us achieve more today? Before stage fright, impostor syndrome, emotional baggage, and the other dubious gifts of adulthood, everyone pretended to be a superhero, a favorite athlete, an inspiring entertainer, a nurse, a firefighter, a lion, or whatever else captured our imaginations. And yet, that natural creativity is slowly squeezed out of us because we think it’s childish or it’s “time to grow up.” Now Todd Herman—backed by scientific research and countless stories from the real world—will show us how to tap into the human imagination to unleash new versions of ourselves, ready-made to kick ass. Herman has been coaching champions in every field for over twenty years, and he’s helped them bring out their Heroic Self to transcend the forces pulling them into the Ordinary World. Anyone attempting ambitious things faces adversity, resistance, and challenges, but Herman confronts these obstacles with a question: Who or what needs to show up to make success inevitable? In The Alter Ego Effect, Herman presents countless stories from salespeople, executives, entertainers, athletes, entrepreneurs, creatives, and historical figures to illustrate how to activate the Heroic Self already nested inside each of us. And he reveals that we may not be using those traits in the moments when we need them the most. From the creative entrepreneur who resisted their craft, to the accomplished military officer who wanted to be a warmer dad at home, Todd Herman’s clients have discovered there is no end to the parts of their lives they could improve by using Alter Egos.

Book Summary  the Motivation Myth

    Book Details:
  • Author : Abbey Beathan
  • Publisher :
  • Release : 2018-07-07
  • ISBN : 9781722472771
  • Pages : 74 pages

Download or read book Summary the Motivation Myth written by Abbey Beathan and published by . This book was released on 2018-07-07 with total page 74 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Motivation Myth: How High Achievers Really Set Themselves Up to Win by Jeff Haden | Book Summary | Abbey Beathan (Disclaimer: This is NOT the original book. If you're looking for the original book, search this link: http://amzn.to/2DOgvry) Motivation is key to achieving your most ambitious goals. Truly understanding this tricky concept and how to make the best use of it is the first step towards success. It's easy to just lie around and think that the most successful people on the planet got to that point because they are brilliant, more motivated or possess an innate talent you just don't have. However, the truth couldn't be more distant. We often see motivation as an intrinsic characteristic of the human being but actually, motivation is obtained through result of process, not by doing nothing! In The Motivation Myth Jeff Haden dives deep into this subject. (Note: This summary is wholly written and published by Abbey Beathan. It is not affiliated with the original author in any way) "Ideas without action aren't ideas. They're regrets." - Jeff Haden Success is not meant for a small group of lucky people, it's destined for each individual that takes the time to understand the true nature of motivation and puts it to practice. In this book, you'll do just that, dive deeper into the concept of motivation and the current myth surrounding it. It would be a big step towards achieving your goals, you can only obtain true success through true understanding. Continuously working on your goals keeps you motivated because the product of your effort makes you keep pushing forward. P.S. The Motivation Myth is an extremely helpful book that will teach you the true meaning of motivation so you can put it to good use! P.P.S. It was Albert Einstein who famously said that once you stop learning, you start dying. It was Bill Gates who said that he would want the ability to read faster if he could only have one superpower in this world. Abbey Beathan's mission is to bring across amazing golden nuggets in amazing books through our summaries. Our vision is to make reading non-fiction fun, dynamic and captivating. Ready To Be A Part Of Our Vision & Mission? Scroll Up Now and Click on the "Buy now with 1-Click" Button to Get Your Copy. Why Abbey Beathan's Summaries? How Can Abbey Beathan Serve You? Amazing Refresher if you've read the original book before Priceless Checklist in case you missed out any crucial lessons/details Perfect Choice if you're interested in the original book but never read it before FREE 2 Page Printable Summary BONUS for you to paste in on your office, home etc Disclaimer Once Again: This book is meant for a great companionship of the original book or to simply get the gist of the original book. If you're looking for the original book, search for this link: http://amzn.to/2DOgvry "One of the greatest and most powerful gift in life is the gift of knowledge. The way of success is the way of continuous pursuit of knowledge" - Abbey Beathan

Book The Myths of Innovation

Download or read book The Myths of Innovation written by Scott Berkun and published by "O'Reilly Media, Inc.". This book was released on 2010-08-13 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this new paperback edition of the classic bestseller, you'll be taken on a hilarious, fast-paced ride through the history of ideas. Author Scott Berkun will show you how to transcend the false stories that many business experts, scientists, and much of pop culture foolishly use to guide their thinking about how ideas change the world. With four new chapters on putting the ideas in the book to work, updated references and over 50 corrections and improvements, now is the time to get past the myths, and change the world. You'll have fun while you learn: Where ideas come from The true history of history Why most people don't like ideas How great managers make ideas thrive The importance of problem finding The simple plan (new for paperback) Since its initial publication, this classic bestseller has been discussed on NPR, MSNBC, CNBC, and at Yale University, MIT, Carnegie Mellon University, Microsoft, Apple, Intel, Google, Amazon.com, and other major media, corporations, and universities around the world. It has changed the way thousands of leaders and creators understand the world. Now in an updated and expanded paperback edition, it's a fantastic time to explore or rediscover this powerful view of the world of ideas. "Sets us free to try and change the world."--Guy Kawasaki, Author of Art of The Start "Small, simple, powerful: an innovative book about innovation."--Don Norman, author of Design of Everyday Things "Insightful, inspiring, evocative, and just plain fun to read. It's totally great."--John Seely Brown, Former Director, Xerox Palo Alto Research Center (PARC) "Methodically and entertainingly dismantling the cliches that surround the process of innovation."--Scott Rosenberg, author of Dreaming in Code; cofounder of Salon.com "Will inspire you to come up with breakthrough ideas of your own."--Alan Cooper, Father of Visual Basic and author of The Inmates are Running the Asylum "Brimming with insights and historical examples, Berkun's book not only debunks widely held myths about innovation, it also points the ways toward making your new ideas stick."--Tom Kelley, GM, IDEO; author of The Ten Faces of Innovation

Book Instant Motivation

    Book Details:
  • Author : Chantal Burns
  • Publisher : Pearson UK
  • Release : 2015-01-06
  • ISBN : 1292065761
  • Pages : 167 pages

Download or read book Instant Motivation written by Chantal Burns and published by Pearson UK. This book was released on 2015-01-06 with total page 167 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'This will change how you see everything' Linda Swidenbank; Publishing Director, Time Inc (UK) 'Reveals the vital difference between how we really think and how we think we think' Rory Sutherland; Vice Chairman, Ogilvy & Mather This book will change how you think about what drives you to succeed. Groundbreaking new research reveals how your state of mind holds the key to your motivation, success and happiness. Compelling evidence combined with inspiring stories and insights will unlock a powerful new mindset that will instantly boost your performance and open your eyes to what it really takes to excel. 'If you want to power-up your performance, read this book' Shaa Wasmund, author of Stop Talking, Start Doing 'Genuinely transformational' Josh Krichefski, COO MediaCom 'Compelling' David Pugh-Jones, Global Creative Director, Microsoft 'Life-changing!' Sophie Hearsey, Editor, that's life! 'Highly recommended!' Karl Marsden, Managing Director, Shortlist Media Ltd 'Deceptively powerful' Stuart Taylor, CEO Kinetic Worldwide

Book Adulthood Is a Myth

    Book Details:
  • Author : Sarah Andersen
  • Publisher : Andrews McMeel Publishing
  • Release : 2016-03-08
  • ISBN : 1449478964
  • Pages : 112 pages

Download or read book Adulthood Is a Myth written by Sarah Andersen and published by Andrews McMeel Publishing. This book was released on 2016-03-08 with total page 112 pages. Available in PDF, EPUB and Kindle. Book excerpt: GOODREADS CHOICE AWARD WINNER FOR GRAPHIC NOVELS AND COMICS! These casually drawn, perfectly on-point comics by the hugely popular young artist Sarah Andersen are for the rest of us. They document the wasting of entire beautiful weekends on the internet, the unbearable agony of holding hands on the street with a gorgeous guy, and dreaming all day of getting home and back into pajamas. In other words, the horrors and awkwardnesses of young modern life. Oh and they are totally not autobiographical. At all. Adulthood Is a Myth presents many fan favorites plus dozens of all-new comics exclusive to this book. Sarah's frankness on personal issues like body image, self-consciousness, introversion, relationships, and the frequency of bra-washing makes her comics highly relatable and deeply hilarious, showcasing how she became one of the most influential voices in web cartoonists.

Book The Myth of the Strong Leader

Download or read book The Myth of the Strong Leader written by Archie Brown and published by Basic Books. This book was released on 2014-04-08 with total page 482 pages. Available in PDF, EPUB and Kindle. Book excerpt: From one of the world's preeminent political historians, a magisterial study of political leadership around the world from the advent of parliamentary democracy to the age of Obama. All too frequently, leadership is reduced to a simple dichotomy: the strong versus the weak. Yet, there are myriad ways to exercise effective political leadership -- as well as different ways to fail. We blame our leaders for economic downfalls and praise them for vital social reforms, but rarely do we question what makes some leaders successful while others falter. In this magisterial and wide-ranging survey of political leadership over the past hundred years, renowned Oxford politics professor Archie Brown challenges the widespread belief that strong leaders -- meaning those who dominate their colleagues and the policy-making process -- are the most successful and admirable. In reality, only a minority of political leaders will truly make a lasting difference. Though we tend to dismiss more collegial styles of leadership as weak, it is often the most cooperative leaders who have the greatest impact. Drawing on extensive research and decades of political analysis and experience, Brown illuminates the achievements, failures and foibles of a broad array of twentieth century politicians. Whether speaking of redefining leaders like Franklin Delano Roosevelt, Lyndon Johnson, and Margaret Thatcher, who expanded the limits of what was politically possible during their time in power, or the even rarer transformational leaders who played a decisive role in bringing about systemic change -- Charles de Gaulle, Mikhail Gorbachev and Nelson Mandela, among them -- Brown challenges our commonly held beliefs about political efficacy and strength. Overturning many of our assumptions about the twentieth century's most important figures, Brown's conclusions are both original and enlightening. The Myth of the Strong Leader compels us to reassess the leaders who have shaped our world - and to reconsider how we should choose and evaluate those who will lead us into the future.

Book The Science of Intelligent Achievement

Download or read book The Science of Intelligent Achievement written by Isaiah Hankel and published by John Wiley & Sons. This book was released on 2018-02-05 with total page 327 pages. Available in PDF, EPUB and Kindle. Book excerpt: Smart strategies for pragmatic, science-based growth and sustainable achievement. The Science of Intelligent Achievement teaches you the scientific process of finding success through your most valuable assets: · Selective focus – how selective are you with who and what you let into your life? · Creative ownership – how dependent are you on others for your happiness and success? · Pragmatic growth – how consistently and practically are you growing daily? First, this book will show you how to develop your focus by being very selective with where you spend your mental energy. If you've failed to reach an important goal because you were distracted, misinformed, or overcommitted, then you know the role focus and selectivity play in achievement. Second, you will learn how to stop allowing your happiness and success to be dependent on other people and instead, start taking ownership over your life through creative work. Finally, you will learn the art of changing your life through pragmatic decisions and actions. Self-improvement is not the result of dramatic changes. Instead, science has shown that personal and professional change is initiated and sustained by consistent, practical changes. To grow, you must leverage the power of micro-decisions, personality responsibility, and mini-habits. Your own biology will not let you improve your life in any other way. What do you currently value? What are working to attain? Have you been taught to value your job title or your relationship with some other person above all else? Have you been convinced that the most valuable things in life are your paycheck, the number of people who say 'hello' to you at the office, and the number of people who say 'I need you' at home? Or, have you become so passive in what you value that you let anyone and anything into your life, as long as whatever you let in allows you to stay disconnected from the cold hard truth that when things really go wrong in your life, the only person who will be able to fix it and the only person will be responsible for it is you. If so…welcome to fake success. Passivity, dependence, and the sacrifice of practical thinking and personal responsibility to fuzzy, grandiose ideals and temporary feelings — these are markers of fake success. Intelligent Achievement, on the other hand, is not a moving target. It's not empty either. Instead, it's sturdy, full, and immovable. It's not something that's just handed to you. It's not something you're nudged to chase or coerced into wanting. Intelligent Achievement comes from within you. It's a collection of values that are aligned with who you are—values you have to protect and nurture. These values do not increase your dependence on other people and things. Instead, they relieve you of dependence. This kind of achievement is something that you have a part in building from the ground up—you know what's in it—you chose it, someone else didn't choose it for you. Achieving real success means you must focus, create, and grow daily. The Science of Intelligent Achievement will show you how.

Book Leaders

    Book Details:
  • Author : Stanley McChrystal
  • Publisher : Penguin
  • Release : 2018-10-23
  • ISBN : 0525534385
  • Pages : 480 pages

Download or read book Leaders written by Stanley McChrystal and published by Penguin. This book was released on 2018-10-23 with total page 480 pages. Available in PDF, EPUB and Kindle. Book excerpt: An instant national bestseller! Stanley McChrystal, the retired US Army general and bestselling author of Team of Teams, profiles thirteen of history’s great leaders, including Walt Disney, Coco Chanel, and Robert E. Lee, to show that leadership is not what you think it is—and never was. Stan McChrystal served for thirty-four years in the US Army, rising from a second lieutenant in the 82nd Airborne Division to a four-star general, in command of all American and coalition forces in Afghanistan. During those years he worked with countless leaders and pondered an ancient question: “What makes a leader great?” He came to realize that there is no simple answer. McChrystal profiles thirteen famous leaders from a wide range of eras and fields—from corporate CEOs to politicians and revolutionaries. He uses their stories to explore how leadership works in practice and to challenge the myths that complicate our thinking about this critical topic. With Plutarch’s Lives as his model, McChrystal looks at paired sets of leaders who followed unconventional paths to success. For instance. . . · Walt Disney and Coco Chanel built empires in very different ways. Both had public personas that sharply contrasted with how they lived in private. · Maximilien Robespierre helped shape the French Revolution in the eighteenth century; Abu Musab al-Zarqawi led the jihadist insurgency in Iraq in the twenty-first. We can draw surprising lessons from them about motivation and persuasion. · Both Boss Tweed in nineteenth-century New York and Margaret Thatcher in twentieth-century Britain followed unlikely roads to the top of powerful institutions. · Martin Luther and his future namesake Martin Luther King Jr., both local clergymen, emerged from modest backgrounds to lead world-changing movements. Finally, McChrystal explores how his former hero, General Robert E. Lee, could seemingly do everything right in his military career and yet lead the Confederate Army to a devastating defeat in the service of an immoral cause. Leaders will help you take stock of your own leadership, whether you’re part of a small team or responsible for an entire nation.

Book Myths of Management

Download or read book Myths of Management written by Stefan Stern and published by Kogan Page Publishers. This book was released on 2017-10-03 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: Is it really true that working longer hours makes you more successful? Do you really need to hide your emotions in order to gain respect as a manager? Does higher pay really always lead to higher performance? The world of management is blighted by fads, fiction and falsehoods. In Myths of Management, Cary Cooper and Stefan Stern take you on an entertaining journey through the most famous myths surrounding the much-written about topic of management. They debunk false assumptions, inject truth into over-simplifications and tackle damaging habits head-on. Fascinating insights from psychology, leadership theory and organizational behaviour provide you with a compelling and practical guide to avoid falling into the trap of cliché, misinformation and prejudice. This engaging read offers you authentic insights into the reality of work, drawn from extensive research and real-world business examples, to give you the essential knowledge you need to become a better manager. Whether cheesy, naïve or even destructive, management myths could be holding you back and stifling your team's potential. Myths of Management is the guide you need to become an enlightened manager.

Book Primed to Perform

Download or read book Primed to Perform written by Neel Doshi and published by HarperCollins. This book was released on 2015-10-06 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: The revolutionary book that teaches you how to use the cutting edge of human psychology to build high performing workplace cultures. Too often, great cultures feel like magic. While most leaders believe culture is critical to success, few know how to build one, or sustain it over time. What if you knew the science behind the magic—a science so predictive and powerful that you could transform your organization? What if you could use cutting edge psychology to unlock people’s innate desire to innovate, experiment, and adapt? In Primed to Perform, Neel Doshi and Lindsay McGregor show you how to do just that. The result: higher sales, more loyal customers, and more passionate employees. Primed to Perform explains the counter-intuitive science behind great cultures, building on over a century of academic thinking. It shares the simple, highly predictive new measurement tool—the Total Motivation (ToMo) Factor—that enables you to measure the strength of your culture, and track improvements over time. It explores the authors’ original research into how Total Motivation leads to higher performance in iconic companies, from Apple to Starbucks to Southwest Airlines. Most importantly, it teaches you to build great cultures, using a systematic and sustainable approach. High performing cultures cant be left to chance. Organizations must create systems that shape and maintain them. Whether you’re a five-person team or a startup, a school, a nonprofit or a mega-institution, Primed to Perform shows you how.

Book The Myth of Excellence

Download or read book The Myth of Excellence written by Fred Crawford and published by Crown Currency. This book was released on 2007-12-18 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Undiscovered Consumer . . .and the Mistake of Universal Excellence What do customers really want? And how can companies best serve them? Fred Crawford and Ryan Mathews set off on what they describe as an "expedition into the commercial wilderness" to find the answers. What they discovered was a new consumer -- one whom very few companies understand, much less manufacture products for or sell products or services to. These consumers are desperately searching for values, a scarce resource in our rapidly changing and challenging world. And increasingly they are turning to business to reaffirm these values. As one consumer put it: "I can find value everywhere but can't find values anywhere." Crawford and Mathews's initial inquiries eventually grew into a major research study involving more than 10,000 consumers, interviews with executives from scores of leading companies around the world, and dozens of international client engagements. Their conclusion: Most companies priding themselves on how well they "know" their customers aren't really listening to them at all. Consumers are fed up with all the fuss about "world-class performance" and "excellence." What they are aggressively demanding is recognition, respect, trust, fairness, and honesty. Believing that they are still in a position to dictate the terms of commercial engagement, businesses have bought into the myth of excellence -- the clearly false and destructive theory that a company ought to be great at everything it does, that is, all the components of every commercial transaction: price, product, access, experience, and service. This is always a mistake because "the predictable outcome [is] that the company ends up world-class at nothing; not well-differentiated and therefore not thought of by consumers at the moment of need." Instead, Crawford and Mathews suggest that companies engage in Consumer Relevancy, a strategy of dominating in one element of a transaction, differentiating on a second, and being at industry par (i.e., average) on the remaining three. It's not necessary for businesses to equally invest time and money on all five attributes, and their customers don't want them to. Imagine the confusion if Tiffany & Co. started offering deep discounts on diamonds and McDonald's began selling free-range chicken and tofu. The Myth of Excellence provides a blueprint for companies seeking to offer values-based products and services and shows how to realize the commercial opportunities that exist just beyond their current grasp -- opportunities to reduce operating costs, boost bottom-line profitability, and, most important, begin to engage in a meaningful dialogue with customers.