The aim of this book is to help entrepreneurs to double sales and profit in 3 years. That's the equivalent of 25% growth per year thanks to the magic of compounding.
I thought this was a well written book for helping good companies to become great. It's particularly strong on leadership, organisational culture and team building. It also has some useful tips on how to grow within a recession including some that are counter-intuitive.
It's not a book for businesses that need a turnaround in profit and cash performance or where sales are very low. The chapter on marketing is about building brand awareness and I believe that most small businesses need to focus more on direct response marketing so they know what's working and what's not.
It also ignored issues like understanding the wider business environment or understanding customer needs and wants and then identifying a differentiated solution that can be produced and sold at a good profit. There was little about beating competitors or exploiting areas where they were weak or vulnerable.
It is recommended for anyone who manages a business that is already performing well and doesn't face changing competitive threats.
About my book reviews - I aim to be a tough reviewer because the main cost of a book is not the money to buy it but the time needed to read it and absorb the key messages. 4 stars means this is a good to very good book.
Paul Simister, a business coach who helps business owners who are stuck, get unstuck.
Double Double: How to Double Your Revenue and Profit in 3 Years or Less
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