Great business have a point of view, not just a product or service.
By standing for something and living your values, the authors assert, you can create "superfans" who will be intensely loyal to your brand, whether you are a web designer, a shoe company or a real estate broker.
In a chapter entitled "Meetings are Toxic", the authors discuss how ideas are the new currency of the 21st Century, and how wasteful and counterproductive staff meetings can be. Direct accountability, corporate efficiency and personal and professional inspiriation drive progress and new ideas. Attainable short-term goals are good... nebulous big picture business plans that aren't specific, concise and action-oriented are often misdirected or a complete waste of time in a marketplace that is dynamic and everchanging.
By focusing on the basics, Fried and Hansson have built a progressive software, consulting and contact management company with over 5 million clients and users worldwide. Their book encourages us to rethink work, to focus on reshaping our business with intention and design instead of merely working ourselves to death.