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More About This Title The One Thing You Need to Know - The SCQuARE Wayto Better Business Planning and Decision Making
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A tried and tested formula for business planning
What is the one thing you need to know in business? What’s the single most important aspect of business to master in order to succeed and grow? It has to be planning. Whether you’re sitting down to plan a whole brand strategy or tasked with planning a single product and taking it to market, nailing the planning and decision making will ensure you have full buy-in from all stakeholders, a high level of market knowledge, know exactly what value your product or service brings and a thorough understanding of how the financials will work. In short, you’ll have an idea that succeeds. Ross Lovelock and his company SCQuARE have spent the last 20 years developing a formula for such planning. Ross has shared this formula with some of the world’s leading companies – now he’s going to share it with you. The One Thing You Need to Know is a complete business planning toolkit.
- A simple, implementable explanation of how to bring a product plan or a brand strategy together
- Will teach you the critical business skill of creating and selling plans
- Learn how to think through a complex business problem, create the right solution and then sell it through the corporate maze
- Explains exactly how to distil vast amounts of information into a compelling business story that will warrant a YES decision from the boss
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Ross Lovelock is CEO, co-founder and originator of SCQuARE, since it was established in 1993. A highly creative and energetic sales and marketing executive, he is the author of the business book Getting Everyone on the Same Page.
Ross has taken SCQuARE to over 70 countries working with many of the world's leading companies. He continues to take an active approach in the sales and delivery of SCQuARE programmes and live workshops along with the occasional conference speech.
In addition to SCQuARE, Ross has 25 years of international business experience in sales and marketing with FMCG companies including ten years with PepsiCo International, as Area VP in Europe and the Middle East, and previously at Nestle and Polycell.
Ross is married with three children. He is a passionate supporter of Crystal Palace Football Club and a lover of golf.
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FOREWORD viii
PREFACE x
WHY YOU SHOULD READ THIS BOOK xix
1. MAKING THE CRITICAL DIFFERENCE 1
2. STARTING WITH THE SETTING 23
3. UNDERSTANDING THE CONSEQUENCES 45
4. DEFINING THE PIVOTAL QUESTION 63
5. FINDING THE RIGHT ANSWER 85
6. MAKING THE ANSWER WORK 101
7. TELLING A POWERFUL STORY 121
8. THE ONE-CHANCE PITCH 147
9. BREAKER; BIG IDEAS REALISED 169
10. GLOBAL LEADERS IN STRATEGIC, CREATIVE &
PERSUASIVE THINKING 187
ABOUT THE AUTHOR 190
INDEX 192
