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<td class="bodysmall" align="left"><img src="../../images/book.gif" border="0" alt="The book: 'Delivering Profitable Value'" width="92" height="131" align="left" /></td>
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<p align="justify"><strong> Delivering Profitable Value – The definitive book on this                      subject, authored in 1998 by the originator of the seminal                      Value Proposition and Value Delivery System concepts</strong></p>

To order please go to <a href="http://www.amazon.com/exec/obidos/tg/detail/-/0738201626/ref=sib_rdr_dp/002-6435748-8978429?%5Fencoding=UTF8&amp;no=283155&amp;me=ATVPDKIKX0DER&amp;st=books">www.amazon.com</a> or <a href="http://search.barnesandnoble.com/booksearch/isbnInquiry.asp?userid=y65XkN3A9K&amp;isbn=0738201626&amp;itm=2">www.barnesandnoble.com</a> or contact us directly at</td>
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<p align="justify">In <em>Delivering Profitable                      Value</em>, Michael Lanning draws from over 25 years' experience                      to offer a fundamentally new approach to strategy. After clearly                      describing the <em>DPV</em> perspective and framework, the book presents                      a comprehensive and practical methodology for its application,                      illustrated through the successes and failures of such companies                      as Hewlett-Packard, GlaxoSmithKline, Southwest Airlines, Chevron,                      Sony, Microsoft, Weyerhaeuser, Kodak, and Procter &amp; Gamble.                      Adopting the <em>DPV</em> approach will result in profound changes                      in the way managers define their businesses, establish success                      criteria, explore new markets, study and interact with customers,                      analyze competition, deploy resources, and develop processes                      and functions.</p>
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<td class="bodysmall" colspan="2" align="center" valign="top"><hr noshade="noshade" /><strong> <span class="titlesmall"> SOME COMMENTS ON <em>DELIVERING PROFITABLE VALUE</em> - THE BOOK AND THE CONCEPTS : </span></strong></td>
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<p class="bodysmall" align="left"><strong><span style="text-decoration: underline;">Neil Rackham <em>author</em> Spin Selling <em>and</em> Rethinking the Sales Force</span></strong></p>

<div id="NR" style="background-color: #f1f2e9; margin-left: 0px;">
<p class="bodysmall" align="justify">"Important business                      books are a rarity and this one, from Michael Lanning, is                      a gem. Lanning created what is arguably the most important                      concept in the history of marketing - the Value Proposition                      - and here he takes his seminal ideas deeper and further.                      This is a blueprint for organizational success - an architecture                      for building a winning company.”</p>

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<p class="bodysmall" align="left"><strong> <span style="text-decoration: underline;">Philip Kotler, </span></strong><strong><span style="text-decoration: underline;"><em>Professor                      International Mark</em></span></strong><strong><span style="text-decoration: underline;"><em>e</em></span></strong><strong><span style="text-decoration: underline;"><em>ting, Kellogg GSM, Northwestern</em> </span></strong></p>

<div id="PK" style="background-color: #f1f2e9; margin-left: 0px;">
<p class="bodysmall" align="justify">"<em>Delivering Profitable Value</em> defines the corporate mindset that will distinguish the new millennium's winners from the losers. Michael Lanning's book should be required reading by any management team that wants to know how to choose and define their business's Value Proposition, provide it, and communicate it effectively.”</p>

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<p class="bodysmall" align="left"><strong> <span style="text-decoration: underline;">Dr. William L. Fraser,                      former Chairman and Managing Director, Kodak Australasia </span></strong></p>

<div id="WLF" style="background-color: #f1f2e9; margin-left: 0px;">
<p class="bodysmall" align="justify">“Mike Lanning’s notion                      of the Value Proposition – of managing a business entirely                      to deliver one, and of discovering the right one by <em>becoming                      the customer</em> – represents truly original and exciting thinking.                      I would urge any manager to thoroughly read and use this terrific                      book.”</p>

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<p class="bodysmall" align="left"><strong> <span style="text-decoration: underline;">Stephen A. Furbacher, former </span></strong><strong><span style="text-decoration: underline;"><em>President, Dynegy Midstream Services, Ltd Partnership and                      Former General Manager Chevron Natural Gas Business Unit</em> </span></strong></p>

<div id="SAF" style="background-color: #f1f2e9; margin-left: 0px;">
<p class="bodysmall" align="justify">“This book is tremendously                      important. While <em>DPV</em> is relevant to a wide universe of businesses,                      I believe Mike Lanning’s framework and methodology are an                      especially exciting opportunity for commodity businesses.                      It shows managers how they can creatively transform these                      businesses by searching for and using a profound understanding                      of customers and of <em>their</em> businesses.”</p>

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<p class="bodysmall" align="left"><strong> <span style="text-decoration: underline;">Delos L. (Kip) Knight, former Vice President, Marketing, eBay and Vice President International, Kentucky Fried Chicken </span></strong></p>

<div id="DLK" style="background-color: #f1f2e9; margin-left: 0px;">
<p class="bodysmall" align="justify">“I’d highly recommend                      putting this book to good use immediately... or risk having                      your competition use it first and gain a competitive edge                      in truly understanding what it will take to attract, and more                      importantly retain, profitable customers... has no equal in                      understanding and explaining how to develop unique, competitive                      ways in which your company can redefine itself into a genuinely                      customer-oriented organization... not just the marketing department                      but the ENTIRE company. <em>Delivering Profitable Value</em> contains                      groundbreaking thinking and tools to understand what your                      customers really need instead of what outdated marketing and                      business techniques mistakenly may lead you to think.”</p>

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<p class="bodysmall" align="left"><strong> <span style="text-decoration: underline;">Graham Freeman, former </span></strong><strong><span style="text-decoration: underline;"><em>CEO NewMindsets.com and Ault Foods</em> </span></strong></p>

<div id="GF" style="background-color: #f1f2e9; margin-left: 0px;">
<p class="bodysmall" align="justify">“<em>Listening to the                      customer, customer focus &amp; customer oriented</em> have become                      business cliches that have hidden the value of really understanding                      customer needs and the complexity in profitably delivering                      them. This book clearly demonstrates both the many years that                      Michael Lanning has drawn from front line work in this area                      and the keen intellect that he has used to abstract the learning                      from these experiences. This is not another book simply preaching                      the obvious importance of understanding customer needs. Rather,                      it’s a realistic, practical guide on how you can achieve truly                      insightful understanding of those needs, and then how you                      can translate those insights into profitable business growth.”</p>

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<p class="bodysmall" align="left"><strong> <span style="text-decoration: underline;">Donald W. Mitchell                      coauthor </span></strong><strong><span style="text-decoration: underline;"><em>The Irresistible Growth Enterprise and The 2,000                      Percent Solution</em> </span></strong></p>

<div id="DWM" style="background-color: #f1f2e9; margin-left: 0px;">
<p class="bodysmall" align="justify">“... Unlike most books                      related to value which have little structure or focus, this                      one understands the importance of the ecosystem in which your                      customer exists... I liked the series of steps for comparing                      offerings to customers. The book uses lots of interesting                      examples, many of which are new to me. But each was easy to                      understand... I was particularly impressed by the discussion                      of the Value Proposition at Southwest Airlines. Only Nuts!                      and this book have a good description. Books by well-known                      academics are amazingly dense on that subject... You also get                      some good information on advanced techniques for going beyond                      the limits of normal market research. This includes actually                      taking the time to <em>become</em> the end user for your product or                      service, at their location…also observing behavior with videos                      and following up with directed questions. Most companies use                      neither technique. Mr. Lanning started out his career at P                      &amp; G and has developed from that company's fine approach                      to marketing and innovation a more generalized way of thinking                      that can be used by almost any organization. That is well                      done. His framework is robust in that it allows you to compare                      economic benefits (like a lower price, or being able to replace                      some labor in your manufacturing process) and non-economic                      ones (like less stress) with competitive offerings... a very                      well done book.”</p>

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