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Scaling Up: How a Few Companies Make It...and Why the Rest Don't (Rockefeller Habits 2.0), by Verne Harnish

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the primary mistake companies make in describing What they sell is to focus on the benefits and features. All sales are emotional, initiated through the heart (“No one was ever fired for buying IBM”) and then justified logically by the head.
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Scaling Up: How a Few Companies Make It...and Why the Rest Don't (Rockefeller Habits 2.0)
Scaling Up: How a Few Companies Make It...and Why the Rest Don't (Rockefeller Habits 2.0)
by Verne Harnish
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