"The One Minute Manager" provides some almost startlingly simple and sensible insights. But you don't even have to have read this best seller to admire something else about it--the marketing expertise it demonstrates.

The product's name is intriguing, memorable and apt.

The product's basic "offer" is bound to appeal to busy executives: it consists of techniques that take only a minute to execute and promise to improve subordinates' performance.

Its style is equally shrewd: it makes easy, nonacademic reading, encouraging its prospective customers to buy it, finish reading it in just an hour, maybe less, and ultimately recommend it.

Somehow all this made me consider an entry of my own into the how-to-manage sweepstakes: "The 10 Second Manager." This would be an "executive summary," combining the precepts of dozens of books into just 10 verbs:











Each of these words would occupy a page of its own, of course, for impact. I'd probably need an introduction and wrap-up, but I'd still be offering fantastic savings in reading time.

You may object to my not specifying what to listen to, define, praise, etc., or when, but this is not all bad. Some readers would interpret me to suit themselves, feeling I must mean whatever they think.

Besides, some might sign up for explanatory seminars. These have been one of the profitable byproducts of "The One Minute Manager," which doesn't explain how to master its technique of "One Minute Goal Setting", or how to introduce all of its methods in your organization without looking faddish or triggering significant resistance.

I've also committed a terrible mistake in pricing by handing you the gist of my book for the cost of a newspaper. The marketers of "The One Minute Manager" display inspired chutzpa in asking $15 for this tiny tome. And I love the copy in the sunburst on the jacket: "A GEM--SMALL, EXPENSIVE AND INVALUABLE."

My guess is they've made at least as many sales by heightening the book's perceived value as they've lost because of its high price . . . so they've done wonders for its bottom line.

Maybe I should reconsider. What if "The 10 Second Manager" were priced at $30?