Trade-Off by Kevin Maney

Book Review – Trade-Off: Why Some Things Catch On, and Others Don’t

Marketable business ideas often have two key characteristics: simplicity, and a way of categorizing products, brands, or companies. The Boston Matrix, for example, launched armies of strategy consultants who neatly fit businesses into buckets labeled, “cash cow,” “star,” “dog,” etc. Kevin Maney’s book Trade-Off has those two characteristics as well.

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