The Ten Commandments for Business Failure

An elder statesman of American business describes 10 ways leaders of large corporations can mess up their enterprises. Keough's commandments--stop taking risks, assume infallibility, love your bureaucracy, send mixed messages, and others--are vividly illustrated with stories of well-known business failures and lessons from his lengthy tenure as president of Coca-Cola. Written with appealing personal clarity, his insights have depth but are clear enough to be fascinating to leadership students at any level. George Guidall's intellectual persona and mature palette of tone and phrasing options give this material stature and emotional impact. With no hint of arrogance, he authoritatively delivers this wisdom so convincingly that listeners will want to hear it, absorb it, and wrestle with its full meaning. T.W. (c) AudioFile 2009, Portland, Maine

June 9, 2008
A former president of the Coca-Cola Company, Keough has assembled an enviable Rolodex in his 81 years, and his book counts Bill Gates, Jack Welch and Warren Buffett among its champions. His lessons draw upon his long and varied career—from his early days as a philosophy major to his first job as a TV sports announcer and employment at Butternut Coffee and Coca-Cola—and comprise a list of tongue-in-cheek rules guaranteed to make the follower a true loser in business: from “quit taking risks” and “be inflexible” to “don’t take time to think” and “be afraid of the future.” Keough supports his commandments with stories of business mistakes and failures, both his own—the roll-out of New Coke, for example—and those of others—namely, Schlitz beer and IBM. While the author’s clear and encouraging tone and renown within the business community will likely garner his effort publicity, the unoriginality of the material—all standard business-book fare simply phrased in the negative—keeps this well-meaning book from standing out or offering original advice to business leaders in the market for a little self-improvement.