Last Words
I feel compelled to repeat the premise of this book: Your best shot at becoming one of the most successful organizations during the recovery phase of this current economy—and beyond—is to never forget that the public knows what they want. People know how they want it and when they want it. So listen carefully to them.
Don't ignore emerging trends (social and technological). Trends are the chatter talked about on TV, the web, and among friends. They are the big, burning, red flare the public sends up to tell you they are changing their habits and behavior.
If you ever find yourself at a crossroads of decision about your company, remember the immortal words of my father:
“It's always easier to ride the horse in the direction it's going.”
—Chuck Shafer, 1927–2001
