Real Time

Preparing for the Age of the Never Satisfied Customer

By: Regis McKenna

Narrated by: uncredited

Intuit does it with your personal finances. FedEx does it with your parcels. McKesson does it with your drugs. Just what are they doing? These companies are all offering what you need, whether it be stock quotes, an anniversary present, or a prescription filled, and they're offering it to you quickly. In his provocative book, Regis McKenna, the pioneer of modern marketing, explains how these companies are among those best equipped for the 21st century because they are seizing the opportunity of the real-time world - one in which time and distance collapse, action and response are simultaneous, and customers demand instant gratification...or else they go elsewhere. McKenna explains how to compete and how to manage companies in this world, drawing upon his experience as an entrepreneur and his work with over 300 start-ups, including Silicon Graphics, Apple, Microsoft, and Intel. This exclusive recording marks the first time Real Time is available on audio.©1997 by Regis McKenna (P)1997 Audible Inc.

Critic reviews

"...The notion of eliminating hierarchy and long-term planning, and creating real time management that focuses on delivery, results, and customer needs is a key revelation for companies large and small." (Jerry Yang, Cofounder, Yahoo!)

Great book from the man who taught Steve Jobs about marketing

Even the book is more than 20 years old, not only it provides many accurate predictions about the future we currently live in, but most importantly and what added a great value to this book is it gives the listener insights about the “logic and thinking process” of Regis McKenna, the master in marketing and the man who taught Steve Jobs about marketing. Steve Jobs in many interviews and events credited Regis McKenna as his first teacher about marketing.
Learning the logical and thinking process from the master in any field we want to learn about are important because our minds learns not only from direct know-how information but learn so much from emulations and using past events as lessons to solve current problems and predict future ones.

Sound quality is poor

The sound quality is poor, i think it is better to reread the audiobook again.

Needs revision - not 'real time' enough

Need to side with the majority of reviewers. Problem with making a book so time specific, is it passes its sell by date very quickly. May have been interesting back in 2000, but (insert your current date here...)