4 out of 4 stars
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How many times have you made a wrong decision because your ‘boss’ said so only to regret it later? Have you developed your own principles that you hold onto firmly at all times? In his book, Excellence Is Not By Luck: Taking Charge In Challenging Moments, Tony Agenmonmen reveals some of the tough moments he handled while working as a Brand Manager. Tony retired from active duty in Nigeria Breweries in 2016. His experience in marketing spans thirty-two years.
It is said that experience is the best teacher. However, it is completely pointless to learn from our own experiences when we have wells of information where we could draw lessons from. Tony expounds about marketing and the management of crises in this book. It includes situations where he had to persist in order to ensure that the right decisions were accepted. One thing he notes is that people are confronted with crossroad decisions each day. He adds that there will be no use if one sits down at the crossroad hoping that all the roads will suddenly merge so as to make life easier. Throughout the book, he is able to prove to the reader that what he is putting across is executable. The efficiency of the use of research in marketing is also explored.
The first question one might raise is the essence of this book when they are countless others in the bookstores. The pieces of advice that Tony gives in this book are not theoretical. They are based on what he actually went through while working for Nigeria Breweries. The stories he shares in the book are very unique as well. They reinforce the messages being passed across. Most of the stories in this book are mainly on the crises that Tony had to handle. From these stories, the author is able to draw out lessons that the reader could apply.
One thing that I liked about this book is that the author was requested to write it by his friends and colleagues. The author had no intention of ever writing a book. This is a clear evidence that these people saw a wealth of experience in him. This was not to go unrecorded, and I can attest to the fact that the book is indeed a jewel. The only shortcoming I saw was the use of actual names of people who were involved in various scenarios. I cannot substantiate the impact of these revelations on their careers. However, this is another indication of the author’s level of transparency.
I rate this book 4 out of 4 stars. The book has been edited properly. The tips on marketing and management of crises are also very good and practical. I recommend this book to those who are practicing or studying Marketing. It is also good to note that everyone can read this book since at one point in life we will have to manage a crisis, directly or indirectly.
Excellence Is Not By Luck
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