2008-03-12 Highly effective ideas

I'm not quite sure what the previous reviewers problem with this book is. Although obviously you can't be all things to all people one of the great aspects to this book is that it HAS lots of anecdotes in it. Most of the "52 ways" are accompanied with an anecdote that explains how they have either used the tip in their own businesses or with other peoples. For me that was the big benefit. In other words it's not just theory. It's lots of great ideas and concrete examples of how they actually work in real life.

I was given the book by my coffee supplier who challenged me to take just one or two concepts and apply them to my business. Needless to say, since we don't value anything that we don't pay for, it sat around unopened until he asked me what I had applied. Somewhat sheepishly I replied that I hadn't even read it yet! I then read it in one evening and have now changed several aspects of my business and plan to apply many more. I created a couple of star products and got all my team on board to explain to customers why we are so proud of them. Sales of these items have dramatically increased. I totally changed the customer flow within my business and had a enlightening meeting with my staff where I did the "muffin test" and discovered that most of them thought I was keeping approximately £500 out of every £1000 that goes in the till!

Highly recommended.