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Excerpt from the New York Times Article
"The Not-So-Lonely CEO"

October 10, 2004
by Paul B. Brown

"Anything that allows a leader to draw on the talents of those around him should be encouraged. That is an implicit message of "The Art of Business: In the Footsteps of Giants" (Zero Time Publishing, $19.95). The title is a play on the classic "Art of War" by the Chinese philosopher Sun Tzu, writes its author, Raymond T. Yeh.

Mr. Yeh, a senior research fellow at the IC2 Institute at the University of Texas, says a template for business success can be built on five "strategic arts" that Sun Tzu said military leaders needed to master to be victorious. Companies that can combine vision, timing (dealing with change), leverage (using resources effectively), mastery (operational efficiency) and leadership have the best chance to succeed in the marketplace, he writes. As examples, he points to Royal Dutch/Shell and Southwest Airlines.

The idea that "The Art of War" can be applied to business is hardly new. Business leaders have long studied Sun Tzu's ideas for tips on beating competitors. But Mr. Yeh has taken the idea further, contending that mastering all five strategic arts can transform a company into a fully integrated organization, one that has a "soul" and can find ways to make consistent profits while also serving the community."




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