Instead it forces the listener to focus on the fundamentals running a successful business, by discussing only the 5 most important questions they must ask themselves.

And whilst this unabridged digital audio book does not go into great detail about all the aspects of running a business, I feel this is where its strength lies, as it does not over complicate things and rather ensures that the listener remembers the fundamentals during every critical stage of their business.

Here are some of the questions that are examined during the audio book:

What is our mission?

This is the first question and is often the most overlooked by many small business owners. Peter Druker states that without a clearly defined mission, a business is doomed to struggle. As having a strong, focused mission provides guidance “not just about what you do, but equally what not to do”!

He then goes on to illustrate ways in which you should build your own mission statement to help guide your decision making process.

Who is our customer?

Again, another simple question on the surface, but undoubtedly another one of the most important questions that all entrepreneurs must be able to answer. If your answer to this question is “Everybody”, then I encourage you to think again. Drucker tells you exactly why you should not be trying to sell to everyone and instead he reveals exactly why “our business is not to casually please everyone, but to deeply please our target customers”.

He then shows ways that you can strategically position yourself to have a tightly focused market that will already want what it is you have to sell!

What does the customer value?

This is again something that most business owners get wrong right off the bat. They often assume that what they have for sale is what the customer will want to buy, but the fact of the matter is that “Leadership should not even try to guess at the answer but should always go to the customers in a systematic quest for those answers.”

Druker then moves on to demonstrate the different types of customers that we need to please, and tells us the difference between the Primary customer and the supporting customers, and how we can best please them.

I will leave you to discover the other 2 questions for yourself as this audio book is essentially a business self-assessment process, whereby you will be able to examine and measure your own business against and see what needs to be changed and where you should be focusing your effort.

This business audio book is just under 2 hours in length and therefore can quite easily be listened to whilst commuting to and from the office. Short, sharp and to the point. Definitely worth it!

So if your business is not heading in the direction it should be or you’re not moving towards your goals as quickly as you would like, then follow Duckers’ advice today and quickly regain focus and drive those profits back into your business.

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