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Extended Audio Sample Focus: The Future of Your Company Depends on It, by Al Ries Click for printable size audiobook cover
3 out of 53 out of 53 out of 53 out of 53 out of 5 3.00 (112 ratings) (rate this audio book) Author: Al Ries Narrator: Al Ries Publisher: HarperCollins Format: Abridged Audiobook Delivery: Instant Download Audio Length: Release Date:
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What’s the secret to a company’s continued growth and prosperity? Internationally known marketing expert Al Ries has the answer: focus. His commonsense approach to business management is founded on the premise that long-lasting success depends on focusing on core products and eschewing the temptation to diversify into unrelated enterprises.

Using real-world examples, Ries shows that in industry after industry, it is the companies that resist diversification—and focus instead on owning a category in consumers’ minds—that dominate their markets. He offers solid guidance on how to get focused and how to stay focused, laying out a workable blueprint for any company’s evolution that will increase market share and shareholder value while ensuring future success.

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Quotes & Awards

  • “Today’s rapidly changing, technology-driven marketplace mandates constant quick thinking and reassessment by managers throughout the corporation. This book lays out the smart way for your company to evolve, increase market share, and enhance shareholder value without sacrificing the key assets you’ll need in the long term. Focus is the key to getting your company back on track.”

    Scientific American

  • “Managers seeking to focus or refocus their companies will find helpful examples here, drawn from a broad range of enterprises.”

    Publishers Weekly

  • “The reader may not always agree with the authors’ statements, but they are well made and worth considering.”

    Library Journal

  • “Ries targets practitioners with a message similar to—but more straightforward than and not nearly as ponderous as—that of Michael Porter in Competitive Advantage. Providing illustrative examples from the marketplace, Ries argues that companies must ‘rediscover’ what first made them successful and then concentrate on only those products and activities that lead to that success. Good advice!”


  • “A very important book, well documented, well argued, but destined to be controversial. Next time your company is tempted to broaden or diversify, I guarantee that you will think twice.”

    Philip Kotler, J. L. Kellogg Graduate School of Management

Listener Opinions

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 by David Dalka | 6/9/2012

    " Shows age a little bit with the examples(which is excusable with the age of the book), but otherwise still a quite thought provoking book. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 by David Grimaud | 10/29/2011

    " My good friend John Garies, Jr. gave me a copy of this book, and I have been hooked on the Ries marketing philosophy ever since. This is a great marketing book for anyone in management or marketing. Anything Al Ries and his former partner Jack Trout write is worth reading! "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 by Umar Ghumman | 12/31/2010

    " Great perspective on the success of companies that have focused and those who have not. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 by Keith | 10/13/2010

    " Wonderful book for branding, and creating strategy. It has been too long, and I need to read it again. "

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