Published Monday, May 14th, 2012, by Mike Sullivan.
Regus may be doing its business center competitors a big favor—or it may become a bigger threat. It all depends on your perspective.
The executive offices suites giant just published a new book that aims to answer the key business question of the decade: How do you grow a business in today’s ultra-competitive landscape?
Dubbed Growth in a Difficult Decade, the book offers advice from successful entrepreneurs, along with practical insights for managers and business owners in every industry.
Regus pulled out all the stops to offer a resource to its would-be tenants, including advice from more than 60 entrepreneurs and corporations. Donald Trump and Starbucks CEO Howard Schultz join teenage Internet millionaires, winning serial entrepreneurs, and founders of billion-dollar family businesses that are now being transitioned to the next generation in offering the secrets of success.
“At Regus we work closely with successful entrepreneurs all over the world, so we wanted to help share their insights into how to achieve sustainable business growth, even in times of recession or economic uncertainty,” says Mark Dixon, CEO of Regus.
Growth in a Difficult Decade, the Regus book offers guidance on every facet of running and growing a business, from how to monetize and execute a business idea to the importance of validating and iterating ideas to how to build a business sustainably, tips on raising finance, how to expand a business into new countries or continents, and what to look for when hiring key staff or finding business mentors.
“This book shows there’s no single formula for success and growth—there’s a fascinating diversity of ideas and approaches,” Dixon says. “But it also shows there are common themes for success—from the power of marketing, to the importance of mentors and colleagues whose talents complement your own, to perseverance, to the importance of exploring new markets. The insights and practical tips in this book will help businesses of all sizes and at all stages of growth.”
Regus’ strategy is simple and effective: Become a resource for entrepreneurs, small business owners and large corporations alike. People value books, and they especially value books with practical advice for doing business in today’s economy. What’s more, Regus has demonstrated that it can grow in a difficult decade, which gives it the credibility it needs to author such a book.
Regus’ book is now part of its marketing arsenal. It will become a calling card, of sorts, a resource for would-be tenants that shows Regus gets it. Professionals in all industries have been authoring books to build their personal brand for years. Regus has taken a similar approach with Growth in a Difficult Decade. Ultimately, the book alone won’t help Regus win customers. But it becomes part of a larger branding and marketing effort that helps turn heads.
What can your business center to do position your brand as an expert resource in the field?