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The Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market Paperback – January 10, 1997
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About the Author
Michael Treacy is the President and founder of Treacy & Company. He is the author of Double Digit Growth: How Companies Achieve It No Matter What and a frequent contributor to the Harvard Business Review. Formerly a Professor of Management at the Sloan School of Management at the Massachusetts Institute of Technology, Mr. Treacy has a PhD from the MIT Sloan School of Management and an engineering degree from the University of Toronto. Fred Wiersema is a business strategist and the author of The New Market Leaders: Who's Winning and How in the Battle for Customers, among other books. He received his PhD in business administration from Harvard.
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The book isn't because most of the companies mentioned and used as examples have either ceased to exist or are in a completely different spot today. That casts a shadow on the great theory behind it. Also the fact that their was some strange 'mass buying' of books at the time of publishing to get it onto the bestseller list is shady and does not instill trust and confidence into the content. It is also true that it is dragged out and lengthy .
Still it is one of my favorite business books because it is so relevant- and still widely ignored.
I feel it is even ignored by the authors who seemed to have abandoned what they preach and have follow up with other books and give the impression that this theory is now invalid and we need a new one.
The most important concept is that leading companies must never loose focus along the chosen dimension. If they do, companies can quickly loose their leadership position and eventually perish. The authors do provide numerous examples of companies that have gone on this journey.
A very insightful and highly recommended business/marketing book that brings execution back to its basics. If I had to add/change something in it, it would be to add more details to the journeys that some companies took from being market leaders to followers. The learnings on the business strategy side through such experience would be very valuable.