Table of Contents and Excerpts


by AG Lafley, Chairman, President, and CEO Proctor & Gamble
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ONE | Doing Business in the Lego World

“The assumptions on which most businesses are being run no longer fit reality.”
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TWO | The Customer: Joined at the Hip

“An enterprise’s purpose begins on the outside with the customer.”
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THREE | Innovation and Abandonment

“The best way to predict the future is to create it.”
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FOUR | Collaboration and Orchestration

“Often the most profitable way to organize is to disintegrate and to partner”
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FIVE | People and Knowledge

“Management is about human beings. Its task is to make people capable of joint performance, to make their strengths effective and their weaknesses irrelevant.”
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SIX | Decision Making: The Chassis That Holds the Whole Together

“A decision is a judgment – a choice between two courses of action neither
of which is provably more nearly right than the other.”
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SEVEN | The Twenty-First-Century CEO

“CEOs have work of their own. It is work only CEOs can do, but also work which CEOs must do…Each knowledge worker must think and behave like a chief executive officer.”
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