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Majkl Rejnor i Mumtaz Ahmed proanalizirovali deyatel'nost' 25 tysyach kompanij-dolgozhitelej za poslednie 45 let i otobrali iz nih 344 firmy, kotorye v dolgosrochnoj perspektive pokazyvali vysokie pribyli. Kak okazalos', chto vse oni sledovali trem pravilam vydayushchihsya kompanij. Pervoe pravilo: "Kachestvo vazhnee stoimosti". Vtoroe pravilo: "Pribyli vazhnee raskhodov". Tret'e pravilo: "Bol'she nichto ne imeet znacheniya". Pri vsej prostote eti kriterii horosho sebya zarekomendovali v real'noj zhizni. V situacii prinyatiya resheniya nas chasto podvodit intuiciya. My sklonny videt' vzaimozavisimosti i trendy tam, gde ih net, i naoborot. Osobenno, esli pered rukovoditelem stoit trudnyj vybor mezhdu snizheniem zatrat ili uluchsheniem servisa. Tri pravila — prostoj orientir dlya dostizheniya uspekha v lyubom biznese.
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