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If you've everfelt that business is like war (and who hasn't pondered the similarities?), a new business book based on the teachings of an ancient Chinese warrior has much to offer. Businesspeople have studied Sun Tzu's centuries-old military classic The Art of War for years. Now, in Sun Tzu and the Art of Business: Six Strategic Principles for Managers (Oxford University Press, $25 cloth), author Mark McNeilly offers a business translation of Sun Tzu's ideas.
"Because business by definition deals with competition, Sun Tzu's principles are ideally suited to competitive business situations," McNeilly observes.
Don't get the wrong idea: This isn't a crush-your-competitors-into-the-ground strategy. To the contrary, one of Sun Tzu's dictates is to "win all without fighting." As McNeilly describes it, this means capturing your market without destroying it.
In the final analysis, much of Sun Tzu's wisdom seems to be grounded in good old-fashioned common sense--you'd obviously want to go after a competitor's weaknesses instead of their strengths, right? But, as McNeilly illustrates, companies repeatedly fail to employ smart tactics when doing battle with each other. No victorious warriors, they.
Trends 2000
What will be hot in the year 2000? In Trends 2000: How toPrepare for and Profit From the Changes of the 21st Century(Warner Books, $24 cloth), Gerald Celente predicts the shape ofthings to come. As founder of the Trends Research Institute,Celente is better equipped than most of us to undertake thistask--and if even half of his forecasts prove accurate, get readyfor a significantly changed world.
For starters, there's the expected boom invideophones--devices that allow users to not only reach out andtouch someone but see that someone as well. (Thankfully, a"blind button" will guard against unsolicited callers.)Another development to look forward to are the introduction ofso-called longevity centers, which will treat patrons to cleanfood, clean water and clean air.
Along those health-related lines, Celente also tells trendtrackers to watch out for the rise in healthy fast food (not anoxymoron, as it turns out). And don't be surprised to seeonline voting, involuntary voluntary simplicity (again, not anoxymoron), and ecotourism gain in popularity, too.
There's no guarantee, of course, but Trends 2000 maywell help you position your business to be in the right place atthe right time.
Business Brief
Time-pressed entrepreneurs will surely appreciate thestraightforwardness of Russ Wild's Business Briefs: 165Guiding Principles From the World's Sharpest Minds(Peterson's/Pacesetter Books, $16.95 paper). As the titlesuggests, this book won't demand much reading time, and thesections can be read in whatever order you choose.
How best to run a meeting? Make sure your group sticks to theagenda. What sort of etiquette should be followed at businesslunches? Pick a restaurant you're familiar with, and don'tchoose anything messy to eat. Other areas Wild delves into areenhancing creativity and decision-making skills, clearing off thatmountain of paper on your desk, and making businesspresentations.
Although not all tips are geared toward employers, there'senough entrepreneurial information provided to make BusinessBriefs worthwhile.
