Industry leaders share their favorite titles.

This Month:
David Harrison
Chief Marketing Officer
GAF Materials
Corporation

Book: How To Drive Your Competition Crazy by Guy Kawasaki (credited with spearheading the Apple Macintosh system).

Key insights from the book:

Step 1: Know thyself.

• How do you want your business to look different in 5 years?
• Define your product - how is it different than most competitors?
• How can you present your product in a way that is different than expected?

Step 2: Know the customer.

• Form an advisory council of previous buyers; ask for advice.
• Define commitment by putting it in writing for all employees and customers to know and understand.

Step 3: Know the enemy.

• How do they go to market?

Step 4: Systematize your winning process.

• What are the checklists and continuous improvement processes to ensure things get done right?

Step 5: Ignore conventional wisdom.

• Don’t managers effectively and efficiently do what’s been done before - while leaders develop new paths that benefit their customers, their team and the industry?

How did the book inspire you?

• Reject commodity concept … There is always a way I can help differentiate value.
• Get out with the customers … I don’t always like what I hear - but always learn.
• Continuously improve processes … There is always a better way - I just need to find it.
• Invest in capability … Education benefits are internal and throughout the value chain.
• Survey ongoing pulse … Check perceptions to prevent tunnel vision and avoiding reality.
• Stay on vision … Tactics and strategies adapt - visions stay constant- always reinforce it.

How did this book make a difference at your company?

GAF has achieved industry leadership. With leadership comes responsibility. It is easy to become complacent; the reality is that we need to “keep running scared” so that we improve. The vision of GAF needs to stay focused - and reinforced: a commitment to helping property owners achieve their best and safest choice, and supporting contractors and distributors by helping them build their business and avoid hassles.