IN THIS SUMMARY
Any business will claim to have a vision for itself; it will also claim to have top talent, robust communications, and extreme customer focus. Likely though, its management gives itself higher marks in those areas than do its customers and employees. The challenge is not a lack of vision or desire for talent or customer satisfaction, but a lack of execution. In Awesomely Simple, John Spence observes that the path to excellence in business is far simpler than it appears. The most successful businesses adhere to just six principles: 1) a vivid vision, 2) attracting and retaining the best people, 3) robust communication, both inside and outside the business, 4) a sense of urgency, 5) disciplined execution, and 6) extreme customer focus.