Change can be scary. Change could be potentially damaging to a Company or brand. Return on Courage helps you snap out of fear and gets you ready to make a courageous change. The book leads you to understand the necessity of change and break status quo, to dominate all the competition in your business category. Another great read on this would be the book Blue Ocean Strategy.
A story teller at heart, Ryan kicks off with a story of the pizza giant, Domino’s. Domino’s Pizza had a very poor reputation and their pizzas were of bad quality. Enter a far sighted and courageous CEO who revamped every bit of the pizza right from the dough, crust, sauce, cheese and toppings.
This he followed up with an intense marketing blitzkrieg informing the world about their horrible pizza. This campaign was very unpopular amongst the franchise owners. It could have easily ended the new CEO’s career. This was followed by the story of revamping of the entire pizza from scratch.
The new pizza was presented as a new and superior product, urging and tempting everybody to taste it for themselves and tell the difference. The campaign was unbelievably successful and Domino’s share prices skyrocketed. This tremendous brand success story is the definition of courage. More stories like this can be found in the book Alchemy.
The book includes many more interesting stories of grit and courage. How Royal Caribbean took a big risk and put the company on line when they doubled the size of their cruise ships. How companies like HBO, Black & Decker and DeWalt, CVS, and many more took up risks that could have wiped them out but emerged stronger and more successful because of their chutzpah.
These real stories should shake you out of your fear and encourage you to take the leap of faith into unknown and untested territory. If they don’t read the book Poke The Box.
The book encourages business people – established and budding - to take a critical look at their businesses and figure out how to do things better and different. An interesting and telling line from the book, which beautifully sums up a world of business wisdom: “The ultimate goal is to put your company in a position to create new products or services that can one day be an industry fear to the competitors in your category”. Another killer book on this is Zero To One.
‘Change’ is the only constant and ‘different’ is the only way to defeat your competition and grab customer interest. Frequent and well thought out innovation will enable you to lead the race.
“Do things that are going to make you different, because different is better than better”
A loyal network of employees and people, who believe, trust and vouch passionately for you and your brand is a believership of people. This network is an invaluable asset and should be cultivated by right and moral ethics, conduct and products. Ryan talks a great deal about the importance of core values. How they shape decision making and company culture.
He says you need to value, respect and cherish the committed, honest, sincere and proactive people. These employees are the people that vouch for you. The goal is to build the trust of your community of people. This means they buy into what you have to say. If you are looking to hire and work with such people you will enjoy this book. I would also recommend the book WHO.
Fear of failure is akin to entrepreneurial suicide. The mind and instincts feed off this fear and we grow afraid of the unknown and become risk averse, which itself is the perfect recipe for stagnation and slow death. Don't be afraid to try something. Don't be afraid to put yourself out there. For more on this topic read the book Be Fearless.
Return on Courage gives you the push and courage to reflect on your existing business, visualize your goals, and overcome mentally restrictive hurdles and to take the plunge into the next level of business existence.
Use the comprehensive workbook and fill out its requirements to get the most out of this good book. This book is most definitely for you if you want to break the mold and achieve brilliant success in your entrepreneurial journey. For another book that will open your eyes to new perspective consider reading Quiet Leadership.