Doing What Matters by James Kilts

His management philosophy was frankly told when stubborn Harold Genene promoted ITT development to a $ 17 billion business group following the $ 760 million company in the 1960s and 1970s. Words are words and explanation is to explain that promises are promises, but only performance is the reality Jim Kiltz appeared in Gillette in 2001 in the Boston-based company department It is over 70 years as a foreigner. He learned that a major brand company lost market share and Duracell and Braun could not be delivered.

What What Matters is a business administration written by James M. Kilts, former CEO of Gillette. In a story-like manner, Kilts explained how he managed Gillette's transformation in the beginning of 2000, and the other stories he had holding Nabisco and Kraft's real power. Through these stories, Kilts introduced his management principles and techniques, and how he actually dealt with each situation. The story begins with Kilts leading with Gillette. The company was a very traditional consumer goods group with Mach razor, Brown razor, Duracell battery, and Oral B toothbrush. It was once the beloved of the stock market and has achieved double-digit growth every quarter. But it has gone through difficult times: missed earnings for 14 consecutive quarters, sales were flat, market share was lost

With the release of the blue razor, Gillette played an important role, so Kilts suggested that they release the new red razor to increase sales. At first, everyone opposed this idea, told him that they can not sell a red razor as it reminds people of the blood. However, Mr. Kilts tested this product in the control group and proved his data is correct. They began a red razor for a high-quality marketing campaign. And it proved to be one of the greatest marketing achievements of Gillette ever. 3. "Insufficient commitment and overinvestment": Always set realistic expectations and goals. Resist the market temptation, anticipate good outcomes, and resist further changes to the business to achieve the end result of the commitment (such as reduction of marketing spending). "Administrators who always promise to add numbers will strive to" compensate "figures to some extent. "