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The Mirror Test: Is Your Business Really Breathing? Hardcover – May 5, 2010
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From Publishers Weekly
Hayzlett wants you to sell, sell, sell, and have a good time doing it. The former chief marketing officer for Kodak and guest on Donald Trump's Celebrity Apprentice knows about success and has a lot of colorful stories to prove it. While the first three chapters of this book are devoted to helping you figure out if your company is out of gas, the rest of the book is a more standard collection of business advice and stories. Many of the stories feature Hayzlett as the fall guy-the time he lost his shirt pheasant farming in South Dakota, or the time he thought he had convinced his college's cafeteria to serve kid-friendly food to a group of visiting high school seniors, only to see liver and onions on their trays. He offers rapid-fire advice, some of it dishearteningly obvious or tending toward generalization ("Leaders must be honest with themselves"), but most businesspeople will find at least a few good nuggets here. The Mirror Test is light and motivational enough to get readers pumped.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
About the Author
JEFF HAYZLETT is the chief marketing officer for Kodak. He has 25 years of international marketing and management experience and has received numerous global awards and honors, including the Frost & Sullivan Lifetime Achievement Award for marketing. He is currently chairman of the board of directors of the Business Marketing Association (BMA), a member of the board of directors of the Electronic Document Systems Foundation (EDSF), a member of the advisory board of the CMO Council and serves as chairman of SMEI's Foundation for Marketing Education. He is also a permanent trustee to the SMEI Academy of Achievement Sales and Marketing Hall of Fame.
JiIM EBER is a veteran business management writer who has worked for various publishing houses, including Workman.
Top customer reviews
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In addition, Jeffrey helps business leaders get honest. The biggest challenge is business isn't the competition or products, its the lack of honesty within leaders. Jeff puts the mirror in your face so you can realistically see where you are and what you can do about creating success.
I heartily recommend this book to anyone interested in business success.
My favorite section was the section on the 118 (pages 16-17) Where the author tells the reader that we have 118 seconds to pitch our business / idea to a prospect. Very true. 118 seconds may even be too long sometimes with some prospects.
Just a great read cover to cover. Enjoyed every section. Would recommend this book to anyone in business on their own or that are in sales.
The Mirror Test is chock full of the sort of insightful real-world marketing observations and down-to-earth useful business thinking that we can all use, and it's delivered in a humorous and self-deprecating style that I found highly appealing. I especially enjoyed reading about the valuable lessons he learned growing up on a military base in South Dakota as the son of a tough-as-nails Air Force Senior Master Sergeant, a man who was feared and respected by his over-eager and inexperienced "by-the-book" junior officers (who reminded me somewhat of a number of officious fresh-faced MBA's I've met in the corporate world, blindly pushing the latest and greatest theory for creating useless marketing "buzz"). In Jeff's practical world of bottom-line reality, "Buzz is not sales." (or as he also puts it so well on page 56: "And so with images of drowning pheasants in my head -- (note: hilarious inside joke... read the book!) -- I did what I always do when people talk to me about buzz: I told them to buzz their way right out the door.")
In the end, I believe that Chapter 4 (The Liver and Onions Principle: Winning Before You Begin) was alone worth the price of the whole book, because it's an amazing example of the need to ask and answer the RIGHT QUESTIONS before jumping off on any new initiative or project. But what are the right questions?.. Well, your first one ought to be: "How soon can I get my hands on this guy's book?"!!