Outdated (1992). Statements based on a few old brands and used selectedly. For example the author forbids line extension and terms it one of the reason for failure as in GM case but forgets that Toyota is very successful in the same extensive line of products. Also that Japanese cars entered quite late into market but changed consumers perception due to quality.
Secondly the Dot.com era data or analysis is not included in the book to show if his postulates hold true. And it's repetitive. Not worth one credit.
Great content! Quick listen.
One of those books that is a MUST read at some point.
Love this book. Success = making the first impression with one simple focus-word.