That would be the 10 Commandments for Business Failure. A book written by Don Keough, a former President of the Coca-Cola Company. He's a colorful guy who has a wonderful history and experiences to share. He has kept and keeps good company including smart folks like Warren Buffett and Bill Gates, and early in his work life he and Johnny Carson hosted adjacent television shows.
Aside from all that this quote from the book really sums it all up:
"You will fail if you quit taking risks, are inflexible, isolated, assume infallibility, play the game close to the line, don’t take time to think, put all your faith in outside experts, love your bureaucracy, send mixed messages, and fear the future."For a very mature business such as radio I think there is a lot to learn from the man who was part of the executive team that brought us New Coke.
Here's a short soundbite from the audio book that features part of the introduction.
If you would like to read additional reviews or buy the book click the Amazon link below.