The many books written by CEOs of Fortune 500 companies about running a business actually have little to do with what it takes to run the typical small business. In Just Run It!, turn-around specialist Dick Cross explains that running a business is not nearly as complicated as most people think. Armed with a “back of the envelope” outline that addresses a business’s core competencies, market position, and customers, a company can determine how to best serve customers’ needs. A company should create a vision that draws people toward it, and then develop the strategy to execute effectively on that vision. Cross addresses practical considerations ranging from how to communicate effectively to how to read a balance sheet. He examines how work fits into a larger approach to the world, one that values others and thereby ensures their loyalty.
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