New Edition Out Now | Bluffer's Guide to Your Own Business
John Winterson Richards and Thomas Drewry update the original guide to getting ahead in the world of not-so-small businessNever again confuse a mission statement with a SWOT analysis or a USP with a POS. Bask in the admiration of clients and competitors alike as you pronounce confidently on the merits of economies of scale, social media and a clear brand identity. Most importantly, know when to blame macroeconomic factors if things don’t turn out quite as you had hoped. The guide coaches readers on how to become all-round business bluffers. There are chapters covering the three burdens