Good to Good
A lot of business advice, including my own, is often based on the assumption that people want to get somewhere. After all, the best-selling business book ever is “Good to Great“, which replaced “In Search of Excellence” in the all-time sales league.
But here’s an interesting question: what about people and firms that, quite consciously, make a choice that they don’t want to pursue “Olympic Gold.” They want to do good work, serve their clients well, while making a decent living.
Do business authors and consultants have anything to offer such people? Is there business advice out there for those without profit-maximizing, glory-seeking objectives?
If not, is most business literature profoundly misleading, because it assumes objectives that many real people do not have?