What People Had to Say

“Tired of business drivel? If you are ready to step beyond platitudinous mission statements and strategies cooked up in distant boardrooms that have no connection to the trenches where business battles are actually being fought, this book is for you. It is grounded, readable and honest – just like your business should be.”

Paco  Underhill
Author of Why We Buy: The Science of Shopping

“I have got to tell you, I have read a lot of business books, this is one of the better written and very easy to understand books. The book is absolutely loaded with examples that make sense. This is a book that will have to be considered for my best of the year.”

Jack  Covert
CEO
800-CEO-READ

“In the introduction to this thought-provoking book the authors make a cogent argument that today's consumers may be more affluent, but they aren't necessarily living better than their parents did. This recognition means American values are shifting, and those values are showing up in consumer surveys and attitudes.... In this must-read book, Crawford and Mathews write a blueprint for the Real Business of the future.”

Sharon  Secor
Bookpage

“Frederick A. Crawford and Ryan Mathews offer an even more jolting, counter-intuitive, and immediately useful take on competing in the customer economy in The Myth of Excellence: Why Great Companies Never Try To Be The Best at Everything (Crown Business, 2001). Their concept of 'consumer relevancy' and their dissection of the marketing strategies of successful, under-the-radar companies is a vibrant guide for leaders at all levels.”

Fast Company, July 2001

“The Myth of Excellence stands apart from the deluge of business books on the market with its candor and readability. For the brand-marketing executive, the book provides some especially revealing insights into underlying consumer values. Even more refreshing is the authors’ approach to imparting business lessons through real research and first-hand case studies.”

C. Manly Molpus
President and CEO
Grocery Manufacturers of America

“Everyone in business thinks they really know their customers and what they want. But, in The Myth of Excellence, Fred Crawford and Ryan Mathews have given me new and useful insights into the startling changes taking place before our very eyes. When they tell us, for example, that ‘human values are the contemporary currency of commerce.’ They are not just offering new business platitude but rather a new lens through which to view the consumer – a lens very few people understand. The Myth of Excellence is both a big idea and a blueprint for action. A true must read.”

Michael  Burandt
President
North American Consumer Products, Georgia-Pacific Corporation

“At Procter & Gamble, we believe ‘the consumer is boss.’ The Consumer Relevancy model described in The Myth of Excellence is the best tool I’ve seen for incorporating consumer wants and needs into your business.”

A. G. Lafley
President, CEO and Director
Procter & Gamble Company

“Today's customers are leading a revolution against business as usual: They are demanding that companies recognize them as individuals and conduct business in their terms. In The Myth of Excellence, Crawford and Mathews provide proven strategies for meeting the demands of today's empowered customers, who are crying out to be treated with respect, dignity, and courtesy.”

Thomas M. Siebel
Chairman and Chief Executive Officer
Siebel Systems, Inc.

“…the big-picture lessons come through simply and powerfully. Most companies have a hard time getting just one of the five attributes right. They could do worse than graduating up to two.”

The Industry Standard