Just Run It!: Running an Exceptional Business Is Easier Than You Think

Business adviser Cross is a steadfast believer in the power of the American small business. Though half a million new businesses are founded each year, most fail because the founders lack the overarching knowledge of how to run a business. In response, Cross has developed a framework to structure the reader’s thinking about how to tackle this challenge. He takes readers through the four dimensions that describe all businesses (needs, positioning, customers, and competencies), his process of Vision-Strategy-Execution, a business’s natural life cycle, managing funds, and demystifying leadership and management, as well as offering scripts for discussions and negotiations, and tips for instituting values. The result is a dense but remarkably readable game plan for business success. (Apr.)