Corporate-finance

Howard Gossage was known as "The Socrates of San Francisco." This book is both by and about him and anyone involved in advertising should be thanking Bruce Bendinger for pulling this book together.

Gossage, was a copywriter who emerged in the 50s and 60s. A copywriter with a social conscious who eventually started his own agency and officed in a Firehouse in San Francisco.
He introduced the world to Marshall McLuhan, helped start Friends of the Earth, and was instrumental in a number of other socially aware organizations that emerged in the sixties. He was in many ways the anti-ad man, a writer who frequently used humor to great advantage, poking fun at the products he advertised, and probably can be credited with introducing the idea of using humor as a sales tool in advertising.

Unfortunately, he died in 1969 from leukemia, but his influence lives on in advertising to this day. After this book was published, Howard Gossage was essentially rediscovered and he was named one of the Top 100 Ad People of the Century (20th Century, that is).

If you are involved in creative advertising, read this book. Heck, put it under your pillow and sleep on it. Maybe osmosis actually works.

A collection of pieces ranging from brilliant little essays to recollections about Gossage. While much of the material overlaps and reprises itself, it's entirely worth reading. Will make you wish you could have been a maverick creative in the Iron Age of advertising.... and one of the few advertising books to elevate itself beyond its subject matter. It's a great resource for creating, period.

Bruce Bendinger has done a real service to advertising by putting this book together. Not only does it give Gossage the attention he deserves, it gives us a capsule social history of a very interesting time. And it's full of little nuggets like this: In addition to introducing Marshall McLuhan to the world, Gossage bought him a decent pair of black socks so that Professor M could show up to a speaking engagement without looking like a rube. An interesting time to be in San Francisco and to be in advertising. If you care at all about advertising, you'll find this book fascinating.

This book is very poorly translated to English. It reads like instructions on a VCR manual. If it were not required reading, I would never have read it. The book could be summarized in about 5 pages, but it drags on using the same examples in every chapter. This book does not relate to business. It has no direct reference to business and should not be taken out of context. If you need a business book, then read a recent book. If you want to read this book, I can summarize: Offense, defense, strategy, weaknesses, strengths. If you know what these are then you have enough information and do not need to read the book. It would have been much better if it read like a story instead of bullet points. The author could have put you in the mindset of an Asian battle field, but these details were left out. Why someone would put a recommendation on this book is confusing to me. It is very boring and hard to read. I am just speaking plainly and honestly. It is not for business and should not be treated this way. The translation to english is frustrating. The one piece to take away from the book is about leading troops. When a leader's troops are undiscipline, the officers are weak. This is common sense.

I bought this book from a store sale at 3$, and after reading this book, realized that it was not a bargain. This is one of the worst management books I have read so far. What the author did is take a few very simple and mostly useless ideas (do what is appropriate? Is this an idea?) and wrapped them in Musashi's 5 rings, giving them some Far East flavor and mysticism. If you are able to see through this and if you can summarize what the book is saying, it has a very simple message, and not a new one.

The message is not new, nor intuitively appealing. However, it is also a painful effort to get to the message, because the book is lacking organization and needs editing. Supposedly organized around 5 rings, each section contains several subheadings that have no obvious relationship to the section they belong. Especially in the first 2 parts several paragraphs lack focus, and contain sentences that are not supporting each other, nor binded to each other in a meaningful way.

Several examples are repeated all through the book, suggesting that the author might be having a tough time filling out 159 pages without repeating himself. I was disturbed when the same tiger example, or the same water example kept repeating all through the book, each time appearing as the first time and explained in detail.

The author fails to separate Musashi's writings from his own prescriptions, which was very disturbing to me. Some direct quotes contained sentences like: Musashi says "the competitive executive gathers together small pieces of information...." So should we believe that Musashi, who was a Samurai warrior, wrote up thinking about executives, or organizations?

Most of the prescriptions of the author are vague and cannot help anyone except if you are trying to make a post-hoc explanation for someone's success. I agree that timing is very important, but you cannot prescribe someone to exert appropriate amount of effort, or be at the right place at the right time. These are sufficiently vague prescriptions that no one can refute, but also mostly meaningless.

The author fails to specify the boundary conditions under which these prescriptions will hold. The author argues that business is a battle, and in order to win, you need to do these. However, not all business life is war, nor should be treated as such. If you are having an interpersonal conflict with someone you will have to continue to work after the conflict, try these techniques and guarantee that you will have no future together. Musashi was a samurai, and his teachings I think are related to conditions where you are having a battle to death. Under these situations, you need to do whatever it takes to win, including Musashi's ideas such as stabbing one in the eye. You cannot afford to apply these techniques in your work group, nor in most negotiation situations. I think in this respect the book is dangerous, because a novice who decides to take these ideas to heart may start to frame business life as war and win-lose situations, which is simply dangerous and wrong. If you treat the other party as enemy, he/she becomes your enemy, and this would be a self-fulfilling prophecy. I am not saying there are no wars in business, but I definitely argue that not all business life is war. The author should have clarified under which conditions these principles would apply.

Finally, I think the battlefield examples at the end are simply too convenient. The author tries to examine the success of Bill Gates, Andy Grove, Donald Trump among others with Musashi's teachings. I believe these successes can be examples in any organizational behavior or strategy textbook, and almost in any chapter. The real success of these tactics would be shown if these successful people consciously applied these so called tactics in their business life. As it is, they don't have much meaning.

With these points, this was a book that seriously outraged me from start to finish.

This book is a valuable development of the metaphor of a samurai swordfight for how to gain competitive tactical advantage in business. The author has taken Miyamoto Musashi's 1643 classic and put it into the context of business issues. The book contains Musashi's principles updated and customized for the current business world in seven principles, five aspects (or rings), examples from Japanese companies' use of these ideas, and cases (Starbucks, Robert E. Lee, Warren Buffett, George Washington crossing the Delaware, Andy Grove, Bill Gates, Lawrence of Arabia, and Donald Trump). As a result, the lessons are quite accessible and clear.

The seven principles are: Ordered Flexibility ("the nature of water"), Execution ("appropriate action at the right time"), Resources ("information is the fabric of tactics"), Environment ("approach derives from circumstances"), Attitude ("firm, yet flexible . . . centering on a determining reality"), Concentration ("concentrating strength against weakness or resources against opportunity"), and Timing ("when the scale is tipped in favor of the tactics you have chosen").

The Japanese business application of this approach is to: 1) copy technology and train people. (2) recombine elements and widen market acceptance. (3) increase quality/price ratio and dominate markets.

The five aspects are: (1) Foundation (2) Form (3) Fire (4) Fabric and (5) Focus.

Let me elaborate on the Foundation concept to give you a sense of what is in these sections. The rules of Foundation are: (1) Do what is right, what is correct. (2) Sense the rhythm and timing in everyday situations. (3) Broaden your knowledge of management. (4) Study other arts and professions. (5) Distinguish between profitable and unprofitable activities. (6) See reality under all circumstances. (7) Look for what is not obvious. (8) Concentrate on critical details. (9) Eliminate useless activity. (This last sound's like Peter Drucker's famous exhortation to "slough off yesterday.")

This book is the third volume in a series that Mr. Krause has created about how business people can compete more effectively that draw on classic books on this subject.

Musashi's work is much better known in Japan than in the United States. He was a legendary samurai swordsman who from ages 13 to 29 defeated 60 men in duels. Death or severe injury was always at risk. Then he retired to a cave and lived as a pauper writing about the lessons of his battles for the next 30 years. This book is based on those writings which were a five part letter to his followers and students. The essence of that advice is to "look beneath the surface" of the events around you to distill their meaning.

Those who wish to improve their sword fighting and dueling skills should read the original. Those who enjoy this book may wish to read the original as well. You will be rewarded by obtaining a deeper sense of the Zen philosophy behind these observations.

All business people will benefit from this book. Highly recommended!

Although this book focuses on tactics, you would do well to combine it with Sun Tzu's thinking about how to use strategy to create situations where no battle is needed. Then you need only practice your tactics to keep sharp, not to secure your advantage. For example, if your advantages in quality, effectiveness, honor, and prestige are so great that others know they cannot compete and would be harmed or simply waste time and effort by doing so, they will seek you out as a partner instead. Then, much more can be accomplished for all!

Be sharp!

Although the subject of the book has very little "sexappeal," it is very informative for those who have alwayswondered why the media pays close attention to the bond market andU.S. Treasuries, and well as its significance. Included in the book is a very well-written section on asset-backed securities, another burgeoning market. Overall, great book for its intended target audience, but don't waste your time with this if you're an aspiring quant-jock / trader. From my recollection, I can only recall about 2 passages which allude to some sort of calculation. Try another book if you wish to have a more rigorous treatment of bond analysis and valuation.

2000 has been the year to be in bonds. Bonds have provided much better returns than the stock market. This is the best book (out of four that I bought and read) on bonds that I have found. It is clear, easy to understand, and has everything you need to know to get started. The section on Treasury bond ladders is especially helpful.

You should read this one even if you ultimately decide that bonds aren't for you. Investment curiosities like bonds and stock moving in opposite directions, how inflation is addressed in the bond market, how to purchase treasuries without a commission, what it may mean for the economy when long term bonds are returning a lower yield than short term securities, and the power of compound interest are just a few of the topics discussed in enough depth that you will probably enjoy a whole lot better understanding of the financial markets than ever before.

Strengths of The Bombardier Story:
* Comprehensive, but non-controversial, chronology of company from J.A. Bombardier's Quebec garage to an international conglomerate
* Complete review of the company's entry into snowmobiles, trains, and aerospace
* Straight-forward analysis of strengths and weaknesses of the company looking forward to the market challenges of future years

Weaknesses:
* Even though the author writes early in the book that he will explain some of the company's innovative management methods, these parts come up short. The explanations of the Bombardier Management System and the employee-centric culture do not give the reader a lot of information that could easily transfer to their own businesses
* While I know little of the company's history beyond this book, I do believe that some of the less flattering portions of the company's history are played down or left out. This would include the company's investment in, then quiet exit from, the 100+-seat commercial jet business.

Recommended for those interested specifically in Bombardier's history or as a secondary reference for those interested in the business of recreational machines, trains, or civil aircraft.

I remember in the 1970's when Alvin Toeffler's "Future Shock" was on the best seller list. I devoured it and made it a central part of my "Weltanschauung". It swept the whole country. When a friend told me about "Bold New World", I read it and felt quite sure it would also make the best seller list and would sweep the country. I was really surprised when it didn't, even though it did go through more than one printing. Some of what Knoke predicted is already a fact of everyday life - five years later. I'm sure a new edition will eventually be printed, but this one is still current.

The book is aptly subtitled: "the essential road map to the twenty-first century". The central theme of the book is that we now live in a "placeless society" - a society that is being restructured in every way. How we communicate, how we learn, how we bank, how we fight wars, how we create wealth, how we govern and are governed are all in flux. The world is being restructured for the 21st century. The 20th century will be thought of as the last century when people do not routinely interact with machines.

"Place no longer matters". We live in the age of "Everything-Everywhere". He examines the environment, migration, telecommunications, ethics, computers, war, money and other topics. Each chapter starts with several vignettes that take place sometime in the future. A few of the vignettes are a little far-fetched, but most are interesting and thought provoking, even five years after they were written. He has thought provoking ideas in many areas about what the world in the next millennium will be like:

Financial Centers are less important. Lenders and borrowers do not have to meet face to face or even be in the same place. Banking can be done across state national boundaries. Paper isn't so important, and neither are middlepersons.

Warfare will be changed, since an enemy could attack your capital without ever setting foot on the border.

Terrorism will replace warfare as the biggest threat to our security.

Government will eventually become a world government. National governments may lose some of its control to multinational corporations.

Economy: The infinite global labor pool will cause the labor unions to lose their grip over industry. Robots will continue to displace humans in increasingly complex tasks. The world will not be "unemployed", but rather "redeployed". In the Stock Market "Merrill Lynch's neural network...immerses itself in historic stock market data and teaches itself to recognize patterns of behavior in pricing. ... The more information such systems digest, the more they develop an uncanny ability to anticipate future events." In capital intensive projects such as aircraft or spacecraft, the best technologies from all over the world will be melded together into one or two designs used worldwide. Multicurrency accounts will enable writing and cashing of checks in any currency.

Large Corporations will fragment.

Telepresence will be developed so sights, sounds and tactile feelings will be transmitted just as words are transmitted over the Internet now. Datasuits will enable people to visit with and touch one another when they are located in different parts of the world. The computer revolution is in its infancy. "The true computer revolution has yet to begin."

Transportation Hypersonic flight, supertrains, and highly specialized fleets of cargo ships will transform our world. the expense of shipping overnight packages across the country is no more than shipping them across the street. Distances will still exist, but they will no longer so powerfully determine how society will be organized.

Demographics People will no longer have to live where they work. They will no longer be place bound. Population centers may shift, and may become less important as some people move away from more populous areas.

Schools and Learning will be uncoupled. Schools no longer need buildings (library, classrooms, auditoriums...). Lifelong learning will be required in lieu of or in place of degrees. Learning will be done in a body suit -- in a simulated environment that responds with artificial intelligence. Education will be redesigned to mimic reality. The student will be free to explore. "Countries that thrive in the twenty-first century will be those adapting their educational systems to the Placeless Society."

Religion is likely to have a resurgence as people strive to cope with rapid change.

Knoke covers a whole series of challenges the world faces that result from the changing foundations of society: Terrorism, xenophobia, detached labor force, pollution, radioactivity, environmental degradation, social class and a host of other problems.

Knoke is an investment banker, business consultant, and futurist. He has written a book that's thought provoking and well worth reading.

I remember in the 1970's when Future Shock was on the best seller list. I devoured it and made it a central part of my Weltanschauung. It swept the whole country. When a friend told me about Bold New World, I read it and felt quite sure it would also make the best seller list and would sweep the country. I was really surprised when it didn't. Some of what Knoke predicted is already a fact of everyday life - five years later.

The book is aptly subtitled: the essential road map to the twenty-first century. The central theme of the book is that we now live in a placeless society - a society that is being restructured in every way. How we communicate, how we learn, how we bank, how we fight wars, how we create wealth, how we govern and are governed are all in flux. The world is being restructured for the 21st century. The 20th century will be thought of as the last century when people do not routinely interact with machines.

Place no longer matters. We live in the age of Everything-Everywhere. He examines the environment, migration, telecommunications, ethics, computers, war, money and other topics. Each chapter starts with several vignettes that take place sometime in the future. A few of the vignettes are a little far-fetched, but most are interesting and thought provoking, even five years after they were written. He has thought provoking ideas in many areas about what the world in the next millennium will be like:

FINANCIAL CENTERS are less important. Lenders and borrowers do not have to meet face to face or even be in the same place. Banking can be done across state national boundaries. Paper isn't so important, and neither are middlepersons.

WARFARE will be changed, since an enemy could attack your capital without ever setting foot on the border.

TERRORISM will replace warfare as the biggest threat to our security. Government will eventually become a world government. National governments may lose some of its control to multinational corporations.

ECONOMY The infinite global labor pool will cause the labor unions to lose their grip over industry. Robots will continue to displace humans in increasingly complex tasks. The world will not be unemployed, but rather redeployed. In the Stock Market "Merrill Lynch's neural network...immerses itself in historic stock market data and teaches itself to recognize patterns of behavior in pricing. ... The more information such systems digest, the more they develop an uncanny ability to anticipate future events." In capital intensive projects such as aircraft or spacecraft, the best technologies from all over the world will be melded together into one or two designs used worldwide. Multicurrency accounts will enable writing and cashing of checks in any currency.

LARGE CORPORATIONS will fragment.

TELEPRESENCE will be developed so sights, sounds and tactile feelings will be transmitted just as words are transmitted over the Internet now. Datasuits will enable people to visit with and touch one another when they are located in different parts of the world. The computer revolution is in its infancy. "The true computer revolution has yet to begin."

TRANSPORTATION Hypersonic flight, supertrains, and highly specialized fleets of cargo ships will transform our world. the expense of shipping overnight packages across the country is no more than shipping them across the street. Distances will still exist, but they will no longer so powerfully determine how society will be organized.

DEMOGRAPHICS People will no longer have to live where they work. They will no longer be place bound. Population centers may shift, and may become less important as some people move away from more populous areas.

SCHOOLS AND LEARNING will be uncoupled. Schools no longer need buildings (library, classrooms,auditoriums...). Lifelong learning will be required in lieu of or in place of degrees. Learning will be done in a body suit -- in a simulated environment that responds with artificial intelligence. Education will be redesigned to mimic reality. The student will be free to explore. "Countries that thrive in the twenty-first century will be those adapting their educational systems to the Placeless Society."

RELIGION is likely to have a resurgence as people strive to cope with rapid change.

Knoke covers a whole series of challenges the world faces that result from the changing foundations of society: Terrorism, xenophobia, detached labor force, pollution, radioactivity, environmental degradation, social class and a host of other problems.

Knoke is an investment banker, business consultant, and futurist. He has written a book that's thought provoking and well worth reading.

Everything causes cancer. Right? Well, this book has thatsentiment beat. According to Knocke's theory, everything in today'ssociety causes people to become "placeless." The author would have you believe that if you aren't connected to a "community" you just might blow up a Federal building, or the World Trade Center, or drop chemical agents in a crowded subway, or believe there is an alien spaceship behind the nearest comet. But, who would do those things? I couldn't put this book down. It was like ripping the ski mask off my neighbor's face and really seeing him for the first time. I kept thinking that the author must be a little off. After all, who is going to believe that Boeing and McDonald Douglas will merge? Yep, he writes about it way before it happened -- AND he tells you why it happened! The placeless society is so unnerving that you shouldn't read it alone. Buy two; give one to a dear friend who likes to talk things over. This book definitely has a "place" on the keeper shelf in my house.

It's very informative to anyone not acquainted with the lumber industry, or if you like to read historical books. Having lived in Drain, Oregon (20 miles south of Cottage Grove), I was excited to see names of people I have personally met and pictures of familiar places. Mr. Thoele has done a thorough research job on Bohemia from beginning to end. I ordered this book on May 15, and it has taken almost 2 months to read, so I don't recommend this book for light readers.

Mr. Bauer's - Boeing: The First Century - is a great follow-on to his earlier work - Boeing in Peace and War. Although it has much of the same text as its predecessor, it boasts of numerous illustrations to match the text to the Boeing aircraft he describes. A good work well worth the price.

I especially like airliners, and I am not so much into military planes. Therefore the large sections on the B17, B29, B47 etc downgraded my rate to a 4 star. But I must admit, the (military GA-2) section was very funny. My copy is an old one from 1983. So the chapter 'A new era' shows the prototypes of the 757 and 767 and a model of a 7-7 (certainly not a 777). Check out what the new era is now. All aircraft are covered including the lesser known beautiful 307 Stratoliner and the classic model 247. Lots of colorfull pictures, and a informative text. A real nice to have book if you are interested in that other company from Seattle

I found this book provided a well written history of the Boeing corporation, from its roots with a short airplane ride for Bill Boeing to becoming the largest producer of commercial jets in the world, and the second largest defense contractor in the United Sates. The achievements of ths company are truly amazing, as well as the aircraft they have built, from the B-17 Flying Fortress to the 747-400 Jumbo Jet.If you've ever flown in a commercial jet before, it was probably built by Boeing. Read this book if you want to learn more about the company that has had perhaps the greatest effect on transportation in our time.

Exelent book with wonderful pictures and tons info on Boeing. It talks about Boeing from the begining of the company, and up to the recent Boeing 777 and merger with McDonnel Douglas in 1996. This book is very informative on Boeing's history and I really like it.