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Truly, simplicity is the key to effective communication. It is admirable that some people have the skill to convey complex concepts in simple, yet effective terms. One such example is a slim volume ( just 185 pages) by Donald R. Keough. Mr. Keough, in his time, was rated as one of America’s most effective executives and served the Coca-Cola Company for many decades, retiring as the President in 1993. He is now the Chairman of the Board of Allen & Company, a New York based investment bank.

While most books tell you what to do, Mr. Keough’s slim volume takes the opposite tack. It distills Mr. Keough’s very rich and varied experience of business and elaborates on Ten Commandments to be avoided to succeed in business. The book called ” The Ten Commandments for Business Failure” has received very positive reviews from business leaders like Bill Gates and Jack Welch- to mention a few. The foreword is by Warren Buffet– an old friend and trusted advisor for Keough. Buffet’s firm Berkshire Hathaway has shunned bureaucracy- one of the commandments Keough writes about. It is reported that in 2007, the firm owned more than 76 companies with almost 232,000 employees. They generated more than $ 18 billion in revenue with a world headquarters staff of 19 people.

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This is Post No: 342 of the “A Step A Day” series : To provide perspective and provoke thought to facilitate self-development across a wide spectrum of issues- big and small- crucial for executive success.