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    Bigger Isn't Always Better

     
    4/3/2006

    “Size and success are often growth's worst enemies,” writes Robert Tomasko in his new book. “Real growth is about reaching full potential, not maximum size. It means progress, not excess; it is fueled by imagination, not expansion.”

    The people who understand and embody this perspective are “growers,” and this book is about them, people like Nike's Darcy Winslow, PepsiCo's Al Bru, and investor Michael Milken.

    The first few chapters argue that bigness and growth are not the same thing—in fact, bigness is not sustainable and is counterproductive. So what is smart growth? “A business grows whenever it moves beyond the self-imposed limits that define and constrain it,” says Tomasko. Starbucks grew when Howard Schultz focused on customer experience, not just good coffee. HarperCollins, once dependent on superstar authors, achieved growth by building a brand identity.

    The remainder of Bigger is devoted to identifying the seven characteristics of successful growers: They know where to look, know what they want, tell the truth, create tension to generate forward momentum, win hearts and minds, master momentum and bounces, and know when to let go. And, they share the wealth. The leader keeps the organization focused not only on the goal, but also on where the organization is now in relation to the goal.

    Both drive and balance belong in any executive's skill set, and this book is a useful counterpoint to those who favor the steroids approach to business.

    Tomasko is a consultant in organizational effectiveness based in Washington, D.C. His client list has included Coca-Cola, Marriott, and Toyota.

    - Sean Silverthorne

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