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Fred Crawford

  • About this Author
author spotlight

FRED CRAWFORD is executive vice president and global sector leader of Cap Gemini Ernst & Young's consumer products, retail, and distribution consulting practice. From his base in New York City he travels the globe working with senior executives on how to reach today's elusive consumer.

RYAN MATHEWS is a principal at FirstMatter LLC, a leading futurist firm that works with companies such as Procter & Gamble, Unilever, Grey Advertising, General Motors, Georgia-Pacific, and Coca-Cola to anticipate the trends shaping corporate America, global business, and e-commerce.

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Exam Copy
The Myth of Excellence
Why Great Companies Never Try to Be the Best at Everything
Written by Fred Crawford and Ryan Mathews


Format: Trade Paperback, 272 pages
Publisher: Crown Business
On Sale: May 27, 2003
Price: $16.00

What do customers really want? And how can companies best serve them? Fred Crawford and Ryan Mathews set off on what they describe as an "expedition into the commercial wilderness" to find the answers. What they discovered was a new consumer -- one whom very few companies understand, much less manufacture... Read more >
Also available as an eBook.

The Myth of Excellence
Why Great Companies Never Try to Be the Best at Everything
Written by Fred Crawford and Ryan Mathews


Format: eBook, 272 pages
Publisher: Crown Business
On Sale: December 18, 2007
Price: $13.99

Read more >
Also available as a trade paperback.
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