If I had bought the book and implemented the systems approach to business he suggests about five years sooner, I can see it would have made the difference between failure and success. I began to implement some of the techniques he writes about, and I could feel the improvement in our operations immediately. Yes, the book is sort of a marketing tool for his company's business development programs. And yes, the book is a little bit too wordy or warm and fuzzy for some. But the author puts enough in this book to help change the basice attitudes about business and point people in the right direction, so that aimless wandering is eliminated, and for that I appreciate his efforts.
I would recommend this book for anyone who is thinking about starting a business or who has not hit the point of no return in an existing business. Sadly, I got it too late for my first business effort. But I'm sure that the next one will be much better off for having invested the small sum of the purchase price and time to read it. It changed my thinking, and if you are willing, it will change yours.
The philosophy is broken down in two main themes. The first is that too many people work in their business, and not enough people work on their business. The second is that most successful businesses, regardless of their size, operate in a franchise model. This means the business can operate as a turn-key model, which would make it easy to sell or replicate anywhere.
Gerber opines that most small businesses in the US fail. It is not because the people running them are stupid; they are not. Many people allow too many assumptions to get in the way of running a business. Contrary to a popular myth, most successful businesses are not run exclusively by entrepreneurs. They are also not run exclusively by managers. He walks the reader through the steps of maturity in the life of business, including the different types of people involved with operating the business.
This is a must read for small business owners and sales professionals. There is a reason companies like McDonald's, Federal Express, Starbucks, etc. are so successful.
Building on this theme, Gerber offers the reader solid business principles that may increase the liklihood of success. If you are in any way involved in business, this book is a MUST read. It could save your investment.