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Golden Rules

Top management strategies of the past 20 years and what still works.

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This story appears in the May 1997 issue of Entrepreneur. Subscribe »

If this were 1977, Seth Godin might be sitting down with one of his 40 employees to coalign their goals according to the concepts of management by objective. He might be rounding up Yoyodyne Entertainment Inc.'s workers into quality circles. He might be using lateral thinking to spur the creativity that drives the Irvington, New York, online game show production company.

Today, however, Yoyodyne's founder and president tells his people to "ready, fire, aim," as management guru Tom Peters advised in 1994 in The Pursuit of Wow! (Vintage Books). He urges them to develop one-to-one relationships with customers, as Don Peppers and Martha Rogers suggested in The One to One Future (Doubleday) in 1993. And he asks them to be guerrillas, in the approach popularized by Jay Conrad Levinson in 1984's Guerrilla Marketing (Houghton Mifflin).

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