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The ten commandments for business failure by Donald R. Keough

The ten commandments for business failure by Donald R. Keough

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Rs. 299.00 Rs. 99.00
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Book Summary

The Ten Commandments for Business Failure by Donald R. Keough is a “how-not-to” business book that explains the common mistakes that lead organizations and leaders toward failure. Instead of offering a formula for success, Keough identifies ten key behaviors—such as avoiding risks, being inflexible, isolating oneself, assuming infallibility, relying too much on experts, encouraging bureaucracy, sending mixed messages, and fearing change—that almost guarantee failure if followed. Through anecdotes from his long career, including experiences at The Coca-Cola Company, he shows that failure often stems from arrogance, poor judgment, lack of adaptability, and weak ethical standards rather than bad luck. The book ultimately teaches that success comes from staying open-minded, ethical, adaptable, and connected to people and reality. 

About the Author – 

Donald R. Keough was a prominent American business leader who served as President and Chief Operating Officer of The Coca-Cola Company from 1981 to 1993 and later became chairman of the investment firm Allen & Company. With a career spanning over six decades, he was known for his leadership, strategic thinking, and involvement in major corporations such as Berkshire Hathaway and The Washington Post Company. Keough gained valuable insights from both successes and failures—including the famous New Coke episode—which shaped his practical and honest perspective on business leadership. His writing reflects real-world experience, emphasizing humility, ethics, and continuous learning in management. 

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