Who should read this book? Any CEO who is ready to face the truth, but wants to know where the dragons really lie. Any President on a quest for excellence in revenue and sales, not just castings. Any owner who wants to ferret out those ideas and beliefs that are holding back the business. Any owner who has recognized the truth of "If you always do what you've always done, you'll always get what you've always got," but still needs to identify why it's true at his plant. Any marketing person who struggles with those who don't get it, those who want formulas, who would rather believe myths than reality. Each will find surprising answers here.