Chapter 2
Softening Up the Beachhead
Here’s the setup for what’s to come and why I believe it. The fact is that I have yet to find a business school curriculum that includes a course titled: “How to Run a Business.” Sure, there are plenty of courses on how to do every other job in the company: marketing, sales, human resources, plant management, procurement, and the rest. But there’s not a course for the Job at the Top.
Why not?
Because the Job at the Top is the omnibus responsibility. It’s the umbrella that covers everything a company does. Asking for an answer to an all-encompassing question like “How do you run a company?” covers so much ground ...
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