Trade-Off: Why Some Things Catch On, and Others Don't

By Kevin Maney

“A rare book that leaves you with a simple but profound way to build stronger products, organizations, and careers. Trade-Off introduces one of those ideas that will stick in your mind for decades. Get ready to re-think what differentiates success from failure.”
--Tom Rath, co-author of the New York Times bestseller Strengths Based Leadership

“What’s new out there, what’s good, and will it be around tomorrow? Kevin Maney has written a provocative and original exploration of some of the mysteries of our consuming lives: why, for instance, has Apple stayed hot and Motorola gone cold? Will Starbucks and Wal-Mart and American Airlines flourish or flop? Required reading for all CEOs; intriguing and entertaining for the rest of us.”
--Harold Evans, author of They Made America: Two Centuries of Innovators

“This book demystifies success in the marketplace. Buy it, read it, learn from it and use it.”
--Keith Ferrazzi, bestselling author of Never Eat Alone and Who’s Got Your Back
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