Publications
Abside Publications
Systemic models for those who govern businesses making decisions with long-distance effects.
Before the Numbers
Designing the Governable Company
The first title: Marketing Is the Company
Excerpt from the Executive Brief
This is not a marketing book. It is a control book for CEOs. It is about how the CEO gains visibility and continuity across the business.
Most CEOs sense the problem before they can name it: the feeling that the business is being steered more by momentum than by design. Each function sees its own part clearly, finance, sales, operations, marketing. What none of them is institutionally designed to see is how those parts connect.
At the center is one idea: the chain connecting market choices to financial consequences is readable, governable and manageable before its effects appear in the numbers.
Marketing Is the Company introduces the Marketing Economic Chain, a tool for reading how upstream choices propagate into downstream consequences, and the Revenue Council, the decision discipline through which that reading becomes operational.
Once you see the system, you cannot unsee it.
Excerpt from the Foreword by Arturo Petrozza
Dicran and I go back a long way. I have known him long enough to know he does not write to impress. He writes when he has something precise to say. This book has something precise to say.
Arturo Petrozza,
What distinguishes companies that manage this well is not superior talent or resources. It is the ability to link market interpretation, execution and financial consequences into one readable system, and to govern that system.
For anyone who has run a business under real conditions, this book will feel accurate. It names something many leaders recognize but rarely have the language to manage. That alone makes it worth reading carefully.
Chief Customer Officer US at Reckitt.
Former VP/GM at PepsiCo, Associate Partner at McKinsey & Company.