This slim, easy-to-read soft cover book is so good that it should be required reading in business schools around world. Every entrepreneur and every company employee, from janitor to CEO should read and reread this book.

The author's quote in Chapter Five quite nicely summarizes topic of this book. Mitchell Axelrod says this "I help you get from where you are, to where you want to be." The new game in town is that of reciprocity and no longer does businessperson with most toys win.

Consumers are tired of turning on television every day to more bad news about badly run businesses. Corruption and scandal seem to rule day and all this negativity takes a toll on economy and well being of those who sell and those who buy. Mitchell Axelrod advises that thinking outside box is so outdated that businesses need to throw away box entirely and begin playing "The NEW Game of Business." This game is inclusive rather than exclusive and it is based upon service. Reading this book will help teach you value of throwing out old rules and writing a new script for a new game. A game where everyone wins.

Customer: “Why don’t you just do it this way, and it will take care of situation.”

Customer Service Person: “I understand what you are saying, but we can to do it this way.”

Then situation magically goes downhill from there and it is difficult to win back customer.

What Happened?

The customer service person used one word that has a powerful negative effect when dealing with customers. The one word, if you can imagine, brings out horns on customer’s forehead, turns his face red, tightens his teeth, and clinches his hands…the word is but.

This is because but is an exclusive word. The use of but negates everything that was said previously by customer. The customer then feels alienated and disrespected. It says to customer, “You discounted or ignored everything I just said and you are going on with your agenda. Well, you don’t respect me, so I won’t respect your solution.”

The Solution