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Dale Furtwengler

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The Uniqueness Myth and other misconceptions that derail businesses
by Dale Furtwengler   

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Books by Dale Furtwengler
· Making the Exceptional Normal
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Publisher:  Peregrine Press ISBN-10:  0966147820 Type: 


Copyright:  Feb 10, 2004 ISBN-13:  9780966147827

Furtwengler & Associates, P.C.
Furtwengler & Associates, P.C.

As we move up the organizational ladder we must become generalists. Our specialist training is no longer adequate to take us higher and higher into the organization. The Uniqueness Myth smoothes the transition from specialist to generalist.

Many business leaders feel that their company/industry is unique.  It's been my experience that when business leaders focus on the nuances of their business they get into trouble.  It's when they focus on the things every business must do to be successful that they enjoy great success.

The Uniqueness Myth offers core concepts that drive success in the areas of strategy, marketing, sales, customer service, pricing, production, organizational structure, work environment, finance and administration.  Armed with these core concepts and examples of the more common misconceptions about business, leaders can enjoy greater success both for their companies and in their careers.

The Buying Decision
You make buying decisions every day. In each and every one of these decisions, you weigh the value you'll get vs. the price you're asked to pay...

...Let's say that you're visiting your favorite ice cream stand. You order your usual, a whopping $2.50 purchase. The counter person says, "That'll be $2.75." How do you react? Do you hesitate?

Of course you do. It may only be for a second, but you'll hesitate before paying a meager 25-cent price increase. Why? You're making the price/value comparison. You want to make sure that the enjoyment you'll get is worth the additional price. It's a natural reaction! It's the way we're built.

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