The critical question in determining the value of a business is “What gives a business the power to attract and hold customers while generating outsized profitability?”   “The Carrot and the Stick” answers this question effectively and efficiently with a perfect balance of engaging stories mixed with real world exercises and action steps. 

 

Professor Putsis helps us understand how the fundamental intrinsic value of any business rests in its critical importance to its customers, while providing a straightforward and easily applied approach to evaluating and increasing this value in our own businesses. 

 

I especially appreciated that “The Carrot and the Stick” did not “talk at me” with a series of lessons, but through simple exercises guide me to explore and discover what will make our own unique businesses more valuable.  Providing more than just the “what” and the “why”, Professor Putsis most importantly lays out the “how” of executing a value creation strategy based on building critical importance to customers.