What a great read! I got in touch with this book at my local Little Free Library book exchange. By the way, the Little Free Library initiative truly serves its purpose which is to expand access to books for all. Having something to read while our kids enjoy the outdoor is a brilliant idea!
Initially, I was pretty skeptical – how could a book published in 1986 still be relevant today? I anticipated outdated technical jargon and references to events from that era. To my surprise, the book is none of that. Instead, the author describes business practices of one of the finest technology companies of that time. In essence, the business practices and approach to customer and their service has not changed since that time at all. Concept discussed in the book are as relevant today as they were decades ago.
For instance, the book explains the difference between marketing and selling, two concepts that are often confused. They aren’t the same things. The author provides plenty of examples that illustrate the difference between these two essential business concepts. In addition, the author talks a lot about maintaining professional relationships between the company and its customers giving practical examples.
Remember that while selling tries to get the customer to want what you have, marketing tries to have what the customer wants. There is a fundamental difference between these two perspectives.
IBM was already a well-established company at the time. The company was founded in 1911 by Thomas J. Watson, who, along with his son Thomas J. Watson Jr., served as significant influences and role models for the author. Buck Rogers himself was IBM’s long-time employee starting as sales man and end up as vice-president of marketing in 1950s.
I learned from this book that excellence isn’t a one-size-fits-all recipe. It is a continuous, relentless journey of small, step-by-step improvements. All of this is centered around the most important entity in business: the customer. Going above and beyond, and doing so with purpose and a smile, is truly what makes a business excellent.