So What? gets straight to the point so you can cut through the
noise and nonsense of work. Much of what we learn in our formative
years is unlearnt in later life. As grown-ups we are often unable
to answer the simplest of questions in a clear, direct way, and
frequently have no idea why we are doing something. This can lead
to crippling inefficiency in business, and goes some way to
explaining why so many people spend so much time doing things that
have no bearing on the true purpose.
by behaving in a genuinely inquisitive way, you can get right to
the heart of the matter and save yourself hours, days, and even
months of anguish. The questions So what?, Why?, How?, and When?
can be hugely effective when applied in the right context, and this
book shows you how to use them.
Once all the right questions have been posed, there is a final
sure-fire method for testing whether something is relevant and
helpful. By completing the sentence 'Something must be wrong
if…’, it is simple to work out if you are wasting your time. For
example, 'Something must be wrong if I don’t want to go to work in
the morning.’
So What? shows you how to become truly inquisitive again. So let
the questions roll. Pay attention to what the answers are. Learn
from them, and you will immediately improve your prospects of
finally getting somewhere in life.
Spis treści
Introduction: Understanding the Value of Questions.
1. So What?
2. Why?
3. How?
4. Who?
5. When?
6. Where?
7. Do We Really Need to do This?
8. Something Must Be Wrong If…
9. Are We There Yet?
10. What? Author’s Postscript.
Appendices.
Index.
O autorze
Kevin Duncan is a business adviser, marketing expert and
author. He was educated at Oxford and has worked in communications
for 25 years, advising companies such as British Airways,
Carlsberg-Tetley, Diageo, Heineken, Lloyds SB, Marks & Spencer,
Norwich Union, Reuters, Scottish Courage, Sony, and Virgin.
He has hands-on knowledge of how to run most types of business, and
has worked with over 200 clients in almost every category (except
tobacco, which he won’t work on). He has deployed £600m
of funds on more than 200 brands, overseen over 1, 000 projects, and
won 35 awards for creativity and effectiveness.
Kevin is the author of Running Your Own Business and
Growing Your Business and teaches at Canterbury University.
For the last eight years he has been an independent troublehooter,
working on is own as expert Advice, advising companies how to run
their businesses.
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