The author, Mark Mc Cormack has distilled his years of business experience into this 1984 book with a very catchy title. By his career, he has illustrated practical management even though he hadn?t got the opportunity to study in Harvard business school.
I had heard a lot about this book and always thought that this is some kind of expose’ on the wrongdoings (or inside khabar) of the esteemed business school. However what?s explained inside is plain and easy management tips. The author explains in a simple, humorous and lucid manner as to what he has gained from dealing with high profile celebrities, management whiz kids, sports personalities, CEO’s etc.
I have to give you a little background about the author. Mark Mc Cormack?s first representation was that of Arnold Palmer who eventually made it very big in golf in the early 60?s. Another venture that he started was TWI (Trans World international), which is a major sports production company.
TWI has instant recall ability because most of the sports programming on DD, way back in the late 80’s used to end with the TWI company logo. He made super celebrities of sports players, something that wasn?t in vogue way back in the 60’s. The celebrities were (and still are) paid millions to endorse things from motor oil to watches and clothing.
In his own manner, the writer has admitted that if he had named the book ’principles of management’ or something to that effect then ?WTDTYAHBS? wouldn?t have had the reach and the audience that it has gained over the years.
The chapters are divided into various topics like handling meetings, reading people, negotiation tips and so on and so forth. Every knowledge nugget is explained in a short paragraph with the help of an incident dealing with his business. The topics are so many that it?s unlikely that you would find the book to be uninteresting.
Over and over in the book, in a very smart way, the author has given considerable publicity to his current and former clients. Although at times he sounds bombastic, it goes along with the flow of the material presented.
Many industry people have given him glowing reviews about the book, which is justified. As the entrepreneur who started IMG and helped it grow to a multimillion-dollar enterprise, the writer has in a way written his ’work? autobiography in this account.
Thankfully he has not lifted incidents from other sources, Internet etc, which other authors like, Shiv Khera have done. In that respect, the reader is truly enlightened about various business dealings and tips and tricks to avoid unnecessary effort. People who like ?What They?.? should also read ?The 110% solution? another good book by the same writer.
In the author?s own words he wishes fervently, that his book should be recommended for reading in the Harvard school and that would have made him the happiest. I don?t know if that has happened but nevertheless it?s a very good read.