The book that inspired me

Moninder Jain, Director, South east Asia, Logitech

Thinking Inside the Box: The 12 Timeless Rules for Managing a Successful Business is a compilation of the old, very-basic principles of running a business. I bought this book mainly because of its title. It seemed provocative, compared to the often-heard line of "thinking outside the box".

Kirk Cheyfitz doesn't preach anything revolutionary in this book. He has stressed that the age-old rules of business still remain valid ""only the methods and tools have been constantly evolving.

This book is a must-read for all executives and entrepreneurs who get carried away by the "spend recklessly now, it will hopefully pay back sometime" and "anything goes" philosophy that has shaken the foundations of many companies globally as well as in India. The dotcom burst, the scams "" they're all a result of short-term thinking and thinking well outside the box.

It is important to be ambitious and innovative, but the basics of business including sensible marketing plans, good people management, process orientation and fiscal prudence. These should not be forgotten if you want to build an enduring success story.

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Thinking inside the Box: The 12

Timeless Rules For Managing A Successful Business
Author: Kirk Cheyfitz Pages: 272
Publisher: Free Press ISBN: 0743235754