I came into possession of his book
Hayzlett's book is a must-read if you're in business. He writes in plain English, pulls no punches, and has no problem telling his readers as much about his failures (like the pheasant farm he owned) as his successes (like the print shop he did well at).
As someone who recently
I'm trying some highly customized direct mail marketing – not something I even would have thought of if I hadn't read this book. If people know you put the effort in to sell them a package customized to their actual needs – and to them as people – they're more likely to buy. Especially if they have a piece of paper in front of them. (I'll let you know how that goes.)
Another lesson Hayzlett learned along the way: don't give away the meat. You can be very involved in the community. You can be extremely generous. But if you make widgets, don't give away the widgets: people won't value them as much. Give away widget accessories, or donate money for an organization to buy your widgets, but don't give the widgets away. Period.
He also reminds business owners to ask themselves the tough questions and to really test their teams to make sure they have the right people on board to represent them.
If you're in business, or want to be, read this book. Definitely worth it.