This is a book about some of the best ideas used in business. Some
are simple—sometimes almost embarrassingly so—while others
are based on detailed research and brilliant intellect. Most are
perennial, as their logic, simplicity, or value will help them endure;
while others are, to be honest, rather faddy. What unites these
business ideas is their proven power and potency. They are not only
insightful and useful, they have worked: often in a brilliant way or
despite great adversity. The ability of the people who conceived and
applied these ideas should be applauded.