Book Club

Good To Great is the culmination of a major research project by the author and his team to determine what causes some companies to move into the super stratosphere of becoming a great company. One of the more interesting subjects of the book was the definition of “great”. Essentially, they ruled out a definition of great that encompassed some definition of “doing good for humanity” or making their company one of the “great companies to work for”. The focus of their research is on companies who are great because they consistently produce great results.

I would give the book two thumbs up, a must read and definite application to the equine veterinary market.

Click the "Download" link below to read the full review.

Reviewer: Elise Lacher

The revised version of Gerber’s acclaimed The E-Myth (1977) refines the author’s theories on Entrepreneurialism and the evolution of a typical business start-up’s birth, growth, stagnation, and possibly, failure. The first third of the book explains the psychology of the entrepreneur: why people (veterinarians) start their own businesses (practices) and the problems that evolve as business activity ramps up without adequate systems or governance. The second third of the book highlights the “turn-key” revolution and franchise concept, starting with Ray Kroc’s now-classic model of McDonald’s. In the last third of the book, Gerber outlines practical solutions and gives advice that all small business owners should heed, if they are truly serious about developing a “world class organization”.

As much as most equine veterinarians refuse to think they are in a service business, they are really in a service/people business. Upon graduation from veterinary school you have acquired a great wealth of knowledge and skills to successfully treat an array of diseases and conditions, yet they forgot to teach you how to sell the invisible (your services).

Harry Beckwith is a marketer. Years ago he realized: “services are invisible: services are just promises that somebody will do something.” The book explores the core problem of service marketing, and then answers that burning question, “what techniques work”.

Our past has always been centered on selling products. Products are tangible items. You can hold them, look at them, touch them, and then make a conscious decision to buy or not. Services you buy sight unseen and then evaluate the value received. There are no warranties with service like there are with products.

Selling the invisible (a service) can be the biggest difference clients make when deciding between equine practitioners.

Today more than ever all equine veterinarians are very similar. They all have the same basic knowledge and skills. They practice out of a mobile unit or have a free standing structure. They use the same products and equipment. So what is the biggest difference between them? The answer is simple, the ability to successfully market their services to create the advocates for the practice.

This book uses real like examples of successful companies and how they think about marketing services. It starts with the development of strong relationships built on trust and communication. It is the perception of value a client places on the service that incorporates the trust and builds a stronger client/practice bond. It is a new way of thinking about your services and how you market them to clients.

Mr. Beckwith is not going to hold your hand and say, “this is how you do it” but give you concrete suggestions on how you can adapt his writings to work in your practice. As he puts it: “…this is a how-tothink-about book.” With your creative and imaginative minds you will begin to say: “yeah, that makes sense” and adapt the concept to your practice style. Selling the invisible is not rocket science but common sense in a lot of cases.

3 stars - It’s a great read and provides a different perspective on business.

Click the "Download" link below to read the full review.

Reviewer: Jim Guenther

The book "What Management Is" is a simple and practical book that discusses the basic principles of business management. This is a book that looks at the big-picture of business management rather than focusing on a single formula or management fad. Ms. Magretta uses many current and historical examples of business models and strategies that help to give a real-life perspective of the principles of business management.

The book is unique in that it focuses on business principles and how they can apply to profit as well as non-profit businesses. It is quite evident that the book is heavily influenced by the teachings of Peter Drucker and Michael Porter and their sound, conservative and practical approach to the basics of business management. The most helpful section of the book is the Sources and Related Readings section that lists all cited sources of information as well as books and articles the authors think readers may find particularly interesting or helpful.

On initial reading of the book, it seemed to have a very slow start and an over-simplistic and generalistic approach to business management principles.With further reading, I became used to Ms. Magretta’s writing style and approach to presenting business management concepts, which made it a more enjoyable reading task. After reading the book a second time, I realized my original mistake was that I was looking for a book which was going to provide some new insight into business management rather then a book that was providing the sound and basic principles of business management. This would be a good book for the business management novice to introduce them to the basics, as well as a good book for the experienced business manager to remind them to always remember the basics and that if you can do the common things un-commonly well, then you can be successful.

3 Stars – very good

Click the "Download" link below to read the full review.

Reviewer: Kevin Hankins