At its best, this book repeats marketing dogma. More often, though, it simply misses. You can usually count on a book like this for some valuable anecdotes, if nothing else, but even the authors' anecdotes don't always make the intended point (as near as I could tell). It really needs a substantial reorganization, starting with a framework that would help the authors decide what is important and what is trivial, and then a solid edit.

In my opinion, this book is probably not what you're looking for. For example, you'd think that a book about "Building Great Customer Experience" would at least define "customer experience." But no--the authors say that people are usually better off figuring this out for themselves. You'll be much happier, for example, with Lasalle and Britton's (2003) Priceless: Turning Ordinary products into Extraordinary Experiences.


Wonderful and Thoughtful   April 26, 2003
 9 out of 14 found this review helpful

This book helps tie together all the parts of developing a business plan. Before I read this book, I was struggling with writing a business plan for a new business. The hardest thing for me was putting all the pieces together in a coherant structure. This book provides the missing piece that every business needs to have in order to produce results that are lasting and memoriable. GREAT FOCUSING TOOL!