这是一本奇书，在这本书11条戒律的指引下，无数家公司经营业绩一飞冲天，连惜墨如金的比尔·盖茨都亲自推荐此书，巴菲特更是不吝溢美之词，亲笔作序并极力推荐……
从遍布全球的中小企业到如日中天的跨国公司，曾经辉煌的企业和领导人，他们成功的途径千差万别，但让他们一败涂地的原冈，却惊人地相似……
每个人都喜欢谈论自己的成功，因为每个人部希望学习如何成功。然而有着可口乐教父之称的唐纳德·基奥更喜欢谈论失败。因为了，解失败才能减少失败，减少失败，意味着增加成功。基奥先生根据一生的管理经验总结出一系列公司、企业和个人最容易掉进去的陷阱，称之为“管理十诚”。
看似简单至极，任何真理都是如此。正如沃伦·巴菲特所言：“唐纳德·基奥最强的能力就在于他总能迅速地看穿事物的本质，说话做事能够苴切主题，把复杂的问题变简单是他的处事原则。”
无论是个人，还是公司企业的从高管到普通员工，如果想要避免误人陷阱，那么这本警世箴言会提供给你无数的教益。
Don Keough—a former top executive at Coca-Cola and now chairman
of the elite investment banking firm Allen Company—has
witnessed plenty of failures in his sixty-year career including
New Coke. He has also been friends with some of the most
successful people in business history, including Warren Buffett,
Bill Gates, Jack Welch, Rupert Murdoch, and Peter Drucker.
Now this elder statesman reveals how great enterprises get into
trouble. Even the smartest executives can fall into the trap of
believing in their own infallibility. When that happens, more bad
decisions are sure to follow.
This light-hearted “how-not-to” book includes anecdotes from
Keough’s long career as well as other infamous failures. His
commandments for failure include: Quit Taking Risks; Be Inflexible;
Assume Infallibility; Put All Your Faith in Experts; Send Mixed
Messages; and Be Afraid of the Future.
As he writes, “After a lifetime in business I’ve never been able
to develop a step-by-step formula that will guarantee success. What
I could do, however, was talk about how to lose. I guarantee that
anyone who follows my formula will be a highly successful
loser.
關於作者：
唐纳德·基奥，82岁，现任投资银行艾伦公司的董事长。在1981～1993年间，他曾任可口可乐公司总裁，首席运营官和董事。2004年，他再次当选可口可乐公司总裁。他曾在多家知名组织担任董事，包括伯克希尔·哈撒韦、麦当劳、华盛顿邮报集团、家得宝公司、亨氏公司以及圣母大学。他和太太现居于美国佐治亚州亚特兰大市。
Donald R. Keough is chairman of the board of the investment
banking firm Allen Company. He served as president, chief
operating officer, and a director of The Coca-Cola Company from
1981 to 1993. He was reelected a director of the company in 2004.
He has served on many prominent boards of directors including those
of Berkshire Hathaway, McDonald’s, The Washington Post Company,
Home Depot, H. J. Heinz Company, and The University of Notre
Dame.
目錄：
Foreword byWarren Buffett
Introduction ,
Commandment One--Top of the List:
Quit Taking Risks
Commandment Two:
Be Inflexible
Commandment Three:
Isolate Yourself
Commandment Four:
Assume Infallibility
Commandment Five:
Play the Game Close to the Foul Line
Commandment Six:
Don''t Take Time to Think
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