They have the bark and the bite. Alpha dogs, according to Donna Fenn, a contributing editor at Inc. magazine, lead in business when it comes to intuition and strategy. As she outlines here with examples such as Dancing Deer Baking Company, Amy’s Ice Creams, and Zane’s Cycles, alpha dogs have mastered a number of tricks: customer service, brand loyalty, and a unique value proposition, all while generating millions in revenue.
Fenn brings more than twenty years' experience covering small business and entrepreneurship to this book. Through personal stories, she introduces readers to people like Jim Throneburg of THOR-LO, a high-end sock manufacturer. Throneburg spent big on innovative technology and now owns fifty trademarks and twenty patents, virtually closing the door on would-be competitors. Another successful entrepreneur is Trish Karter, co-founder of Dancing Deer Baking Company. Karter started in 1994 with a small specialty bakery but intended to grow. Dancing Deer’s motto now: “When people are happy, it shows in the food.” It shows on the bottom line, too.
A nice feature at the end of each alpha case study is the entrepreneur’s top ten tips. Fenn provides concise explanations of the strategies the entrepreneurs followed and the lessons they’ve learned, as well as practical advice on how to move your own product or service offering forward.
Alpha dogs are strong and shrewd, and this book is recommended reading for entrepreneurs and general business managers who want to lead the pack.
- Sarah Jane Gilbert