Donald R. Keough Books
Donald R. Keough (1926–2015) was an American businessman best known for his long tenure as president and COO of The Coca-Cola Company.
Known for: The Ten Commandments for Business Failure
Books by Donald R. Keough
The Ten Commandments for Business Failure
In this insightful and humorous book, Donald R. Keough, former president of The Coca-Cola Company, outlines ten common mistakes that lead businesses to fail. Drawing on decades of corporate experience, Keough explains how arrogance, complacency, and fear of change can destroy even the most successful enterprises. Through real-world examples and candid reflections, he offers timeless lessons on leadership, decision-making, and resilience in the face of adversity.
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Commandment 1 – Quit Taking Risks
If you’re determined to drive your company into mediocrity, the safest route is to quit taking risks. Whenever people grow afraid of making mistakes, innovation dies a quiet death. I’ve watched firms once alive with imagination become comfortable after success and gradually lose their nerve. They st...
From The Ten Commandments for Business Failure
Commandment 2 – Be Inflexible
The second sure path to failure is rigidity. Success can become a trap when it turns yesterday’s good ideas into today’s dogma. Business history is full of giants that refused to adjust to new realities—Kodak, for instance, couldn’t accept that it was in the image business, not just the film busines...
From The Ten Commandments for Business Failure
About Donald R. Keough
Donald R. Keough (1926–2015) was an American businessman best known for his long tenure as president and COO of The Coca-Cola Company. Renowned for his leadership and integrity, Keough also served on the boards of major corporations and was a respected voice in global business circles.
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Donald R. Keough (1926–2015) was an American businessman best known for his long tenure as president and COO of The Coca-Cola Company.
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