About the book: 2017 / In any industry you can find companies that face the same difficulties as their competitors, but - in contrast, they invariably achieve outstanding results. So what do they do differently from the rest? And can we learn something from them? In search of answers to these questions, Michael Raynor and Mumtaz Ahmed, top managers of the largest international consulting company Deloitte, analyzed data on 25,000 companies over 45 years. As a result of a study unique in its scope, they were able to formulate the most important rules, in their opinion, that should be followed when planning activities and strategic maneuvers in modern market conditions.