Every manager must manage two companies simultaneously. The present one and the future one. If he manages just the first but neglects the future firm, the organisation, given environmental change, will soon become obsolete.If he manages just the second but neglects day-to-day business, it will never reach the future. Consequently any corporate executive must be both a manager (to deal with the present firm) and an entrepreneur (to create the future one).This is the eternal dilemma of management - the urgent (day-to-day) and the important (the future) - which have to be reconciled. Only when both the present and future firms are well managed is good performance achieved. Otherwise a manager will be doing only half his/her job, not the full job.Using two detailed case studies from start to end, this book shows how not to neglect the future.

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