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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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Every company has it at one point. But all too often, it gets lost along the way, leaving the company--and its workers--with an unclear sense of direction. Now the co-author of The 22 Immutable Laws of Marketing offers solutions for restoring the dispersed focus of a company back to its key service, and discarding everything else.

With clear examples from a variety of industries, Al Ries demonstrates how crucial focus can be. Certainly it helps explain why Coca-Cola's stock is worth two times that of Pepsi-Co., even though Pepsi has twice the sales and twice the assets. And it is a key component to the success of on-track companies such as Volvo, Sun Microsystems, and Little Caesars.

Al Ries's extensive marketing experience gives his managerial advice a cutting-edge angle as he defines a new standard of corporate competitiveness for companies big and small. So get focused! Your future depends on it.

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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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