The Success Of Robert Bradford

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About the Authors

Robert Bradford completed his undergraduate studies at Princeton University earning a Bachelor of Arts degree in Military History. He has also completed graduate work at the London Business School and earned a Master 's in Business Administration from the Amos Tuck School of Business Administration. Mr. Bradford began his career in information systems before becoming the President of the Center for Simplified Strategic Planning. In his current role, Robert has successfully facilitated strategic planning for businesses ranging from insurance companies to environmental services firms.
Peter Duncan earned a Bachelor of Arts in Physics from Middlebury College as well as a Masters of Business Administration from the Amos
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He is now a ghost-writer and collaborates with authors to assist them in developing books and manuscripts.

Major Points of the Book/Summary:

The title of the book speaks to the theme that the authors have driven home. That is strategic planning does not have to complicated. The book focuses on the details of what you are going to sell, who are your customers, and how you will face the competition. The authors have divided the book into 5 parts that layout a systematic planning process that has a very “grass roots” approach to addressing how an organization should anticipate and respond to change in their respective markets. In those five sections, the authors describe a strategic planning process through the lens of planning, evaluating, anticipating change, designing a response, and facilitating a plan of action. The first section of the book is titled “Embrace the top priority of management.
In the first section, the authors address the importance of a shared vision and the role that it plays in strategic planning. In the first chapter of the book, the Bradford and Duncan (2000) point out the importance of analyzing your past. They discuss how taking a close look at the decisions that created your present state can give you clues to the road ahead. The contend that there are no magic cures for all business ills, so when planning one must consider all the factors that led the
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