In French, Aron writes with a grace and clarity that are astonishing. Now I have finally read his memoires, one of the last things he wrote. When you compare any contemporary intellectual to him, they simply can't measure up.
The book is built around five basic concepts for a targeted group of high profit margin customers:
(1) Instant Value Alignment with customers (FedEx's commitment to on-time delivery and instant access to tracking information)
(2) Instant Learning by employees and customers (Dell Computer's computer-based education at work cell assembly sites)
(3) Instant Adaptation of the organization (G.E.'s focus on building a direction for the company around vision and trust)
(4) Instant Execution of value for the customer (Progressive Insurance's accelerated claims processing methods)
(5) Instant Involvement of all stakeholders (Cisco Systems' involvement with its suppliers and outsourcers from development through implementation for customers)
A company can progress towards having all five elements in a three step process. First, you become a market leader by emphasizing either product/service innovation (employing instant learning and adaptation), operating excellence (using instant execution and involvement), or customer closeness (relationship building based on instant alignment and involvement). Second, you turn that into locking customers in by adding one more key element from the five part model. Third, you complete the transition into providing all five elements.
A t-strategy is described for making this transition. You find an opportunity that is unfilled (such as the desire to be alone in the middle of other people that is partly served by the Sony Walkman), develop a key core competency for that conceptual space, and expand into some zero-time operations. You first apply that vision, core comptence, and distinctiveness for one market, then expand it into different, but similar (and usually related) markets. These market extensions form the vertical part of the 't' shape. For example, Dell Computer wants to employ direct selling with a competency of build-to-order to dominate the market for PCs by operational effectiveness. It expands from desk-top PCs to portable ones, then to servers, and now into storage.
Now that you understand the model a bit, let me share a few quibbles. First, I disagree with the idea of focusing on a subset of customers who can provide the highest profit margin. I think a better concept is to identify the customers where they will give you the greatest combination of competitive insulation, profitability, and improvement in your economics of providing goods and services in order to be able to take on more customers profitably.
Second, several stakeholders are missing from the discussion here such as shareholders, bondholders, the communities in which you operate, and those who regulate what you do. More thinking needs to be done about how to apply the model there stakeholders.
Third, the authors argue that providing all three dimensions gives you a guaranteed customer for life. I disagree. You could still be upended by someone with a proprietary technology with the same zero-time elements that gives an edge in bringing more benefits to the customer. Another way of thinking about this is that technology can still be disruptive to this strategy (see The Innovator's Dilemma).
Fourth, the authors do not address how to make the cost-benefit trade-off decisions. Getting closer to zero time gets more and more expensive. How much is it worth? How fast should you transition to this level of performance? The book will tend to encourage a too-fast transition, in my judgment.
Fifth, when is a non-zero time response better? If someone asks me my opinion on an important subject, they may not want a response in 1 second. They may prefer that I pull together all of the resources of my organization for the next 3 days instead and provide a better answer. The book doesn't address that class of circumstances.
Sixth, how do you correct for errors? I frequently stay in hotel chains that pride themselves on writing down my preferences. Then they smile broadly as they anticipate my needs and provide those preferences. The only problem is, that those aren't really my preferences. For example, staying at a luxury hotel with a sore throat, I ordered mid-afternoon tea with lemon. I don't usually drink it that way, but that's the way it always comes when I am at that hotel. In another luxury hotel, someone asked me casually if I liked the room I was staying in. I was feeling friendly and happy, and said, 'Oh, yes!' Well, for the next six years, I had the same room -- even though I actually preferred a different room. I respect what these hotels are trying to do so much that I don't have the heart to tell them they are unintentionally giving me the wrong service.
Basically, like all models, it is a lot easier to understand than to do it well.
After you have completed this fine book, put yourself in your stakeholders' shoes. What would you really want from your company? How would you like to go about making that happen? How would you like to adjust your needs and the responses you receive? Then use those insights to talk directly with your stakeholders about how well you are doing. If you are like most of the companies I study, you aren't ever delivering the right value. You'll need to get that straightened out before you start working on getting great value provided in zero time.
Be effective!
List price: $10.95 (that's 20% off!)
Attractively presented in large format, in two volumes, with appendices, bibliography, and index, this is the essential reference for anyone interested in the Medal of Honor or American military history. Illustrations of the medals themselves are not provided, the only fault noted.
(The numerical rating above is a default setting within Amazon's format. This reviewer does not employ numerical ratings.)
The 61-page Introduction is important. It covers the literary sources, development of the traditions, religious relations, authorship, date and place, selected aspects of theology, purpose, and structure of the Gospel. It is rich in theological ideas. It was "as if scales falling from the eyes" as B-M listened to his mentor, C. H. Dodd, explain the structure of the episodes of the Book of Signs (chapters 2-12), each episode consisting of sign plus discourse, and each encapsulating the whole Gospel. He realized that that was probably due to the Evangelist's preaching, as the Evangelist expounded the significance of the traditions in the light of Christ's death and resurrection. Now a familiar observation in Johannine studies, the concept that much of the Fourth Gospel was the product of preaching must have been a creative thought then. New insights have continued to flow unabated as scholars delved into the depths of this Gospel. Nowhere is it more apparent than in the discussion of the Gospel's dual nature, simultaneously depicting the historical ministry of Jesus and the situation and faith of the Johannine community some 50(?) years later. "The Evangelist sets the historical ministry of Jesus in Palestine in indissoluble relation to the ministry of the risen Lord in the world" (xlvii). If Luke traces the origins of the Church in two volumes, one [his Gospel] of Jesus and the other [Acts] of the risen Christ acting through his disciples, John presents the historical Jesus and Jesus the risen Lord together in one book and a single perspective. B-M masterfully sketches in succession how each of several scholars has treated this theme, in the process displaying a fascinating interplay of ideas.
Several other important themes that recur in the commentary proper make their first appearance in the Introduction. While the Kingdom of God is scarcely mentioned [only in vv. 3:3,5], "every line of the Fourth Gospel is informed by it" (xxxiv). The Paraclete actualizes the words and deeds of Jesus in the life of the Church -- the Fourth Gospel itself "is a supreme example of the truth and application of the Paraclete doctrine which it contains" (liii). The concept of Son of God (closely associated with Son of Man) is the prevailing characteristic of Johannine Christology. The glorification of Jesus coincides with his crucifixion (unlike Isaiah's Servant who is exalted because and after he had suffered). The realized eschatology of John is not to be divested of its future aspect (contrary to Bultmann). All these, and more, are elements that B-M uses in the commentary discussions of John's theology, which turns out to be largely Christology. In the end you have to agree with him, "The theme of the Fourth Gospel is Christ" (lxxxi).
In common with other scholars, B-M accepts a four-part structure of the Gospel: (A) The Prologue; (B) The Public Ministry of Jesus, otherwise referred to as the Book of Signs (Dodd, Brown); (C) The Passion and Resurrection of Jesus, also known as as the Book of the Passion (Dodd) or the Book of Glory (Brown); and (D) Epilogue. He expresses a reservation, though, concerning the nomenclatures "Book of Signs" and "Book of Passion/Glory", since he considers that the WHOLE Gospel may be viewed as a book of signs and as a book of the passion and glory of Jesus. As he interacts with the established figures of Johannine scholarship, B-M does not hesitate to disagree as well as to cite approvingly, for he is a Johannine expert in his own right. He argues his case very well indeed, but to get the benefit of it you have to read thoughtfully. B-M is never shallow and merits careful study. Knowledge of some Greek will help, but you can still gain a great deal without. Running to about 600 pages, as compared for example with Brown's two-volume, 1200-page work (Anchor 29, 29A), this commentary is necessarily less detailed. But as a presentation of modern Johannine study coupled with the author's independent understanding, it is certainly a noteworthy effort.
The second edition (1999) is identical with the first (1987), with the addition of supplementary bibliographies and reviews of a number of significant books on John that had appeared since the first edition (for example, John Ashton's important "Understanding the Fourth Gospel"). The commentary follows WBC's usual format. Some find the format "unfriendly", but it is not so. The usual gripe that references are given in line with the text (not in footnotes) hardly deserves notice. If you are ready to go beyond introductory expositions of the Fourth Gospel, give this book serious consideration.
List price: $13.95 (that's 20% off!)
As others have noted, the essays are something of a mixed bag. Of them, only three try to take a critical, scholarly, analytical look at Tolkien. This is probably for the best, as authors usually make terrible critics. Of these three, the strongest is Ursula LeGuin's discussion of the poetic rhythms in Tolkien's prose. While thoughtful, it is nonetheless a bit dull-- and frankly, a much better essay on this same subject can be found in _J.R.R. Tolkien and his Literary Resonances_. The weakest of these three, Orson Scott Card's essay on "How Tolkien Means", is also the worst in the whole book. Although his basic contention-- that the essence of Tolkien's fiction lies in "Story" rather than "Meaning"-- is reasonable enough, his point is overwhelmed by an arrogant tone and intermittent rantings against feminists, multiculturalists, literary critics, People for the Ethical Treatment of Animals, Sigmund Freud, James Joyce, people who like James Joyce, modernists, postmodernists, and pretty much anyone and everyone who doesn't share (or whom he suspects might not share) the exact same approach to literature as he does.
Most authors here, however, have (wisely) avoided criticism, analysis, and polemic-- and have instead penned more autobiographical essays, reflecting upon how/when/why they first read Tolkien, how it impacted them both immediately and later on, how it changed their reading habits, how it influenced their own writing, and the like. Although these essays all have their own unique character and specific content depending on each author's own experiences and style (unsurprisingly, the essays by Terry Pratchett and Esther Freisner are quite funny), one can't help but note a common pattern of experience. With one or two exceptions, most of the writers here encountered Tolkien for the first time as an adolescent during the 1960s. Most describe reading the _Hobbit_ and the _Lord of the Rings_ as a life-changing event-- as a kind of epiphany or even as a magical experience. Many say that reading Tolkien inspired them to become writers themselves-- and several describe how many of their own early works were specifically modeled on Tolkien. Virtually all observe note that they probably could never have made a living writing the kind of fantasy fiction that they do if Tolkien hadn't proven to publishers that there was a huge market for this sort of thing.
Of all the essays in the book, the hands-down best is Michael Swanwick's "A Changeling Returns", an introspective piece that contrasts his childhood memories of reading Tolkien (where he saw mostly magic, adventure, and freedom), with his adulthood re-readings of it (he now sees that the powerful sense of loss and mortality that permeates Tolkien's fiction), and with the experience of reading Tolkien aloud to his children (who are encountering it as he first did as a child... but who can still sense that there is something deeper, sadder, that lies beneath). Whereas most of the other essays in this book were merely 'interesting', I found this one to be profoundly moving. (Then again, maybe that's just because I found Swanwick's experiences to be closest to my own).
All in all, I can't say that this is a must-have book for either Tolkien fans or scholars, but it does give an intriguing and suggestive first-hand account of how many of today's great fantasy & sci-fi writers have been influenced by Tolkien... although many of the most suggestive elements come not from what individual writers themselves say, but from seeing the commonalities of experience among them. My only real criticism of the book as whole is that it would have been nice to include as a contrast some essays by authors who *aren't* fantasy writers, by authors whose primary language wasn't English, and/or by authors who were of a different generation that those featured here.
The tone of the essays are personal, even familiar. For fans of Tolkein or of the contributing authors, the book is worth reading, if for no other reason than to spend some time with distant friends. Another perk is the reading list inadvertently provided by each author as they comment on their other influences. Apparently there are a few seminal works in the genre that I have completely missed.
The quality is admittedly a bit spotty, even within the same essay. Some of the best essays came from authors I knew nothing about. However, like any good conversation, there are snippets of great wisdom throughout. (It is the rare friend who offers up nothing but gems.) I can assure you that every essay will leave you smiling, or nodding and a few might even have you reaching for a pen. In short, you will find much to enjoy in this collection.
I should note that there is something here for everyone: hobbyist, devotee, english major, or bibliophile. Rarely does one get to listen in on the personal conversations of authors as they discuss their lives, their work and the influences that have made their careers possible.
Harriet Klausner
B-M starts with a pre-christian history of baptism and cerimonial washing, including the Baptisms of the essenes, John, and the baptism of Jesus. He then looks at the formation of Christians baptism in the bible (broken down into each book starting with acts). Then he does a topical look at what Christian baptism means and theology about baptism: icluding grace, repentence, and faith which are almost always overlooked in modern discussion of baptism. The book ends with a look at infant baptism.
B-M is thorough in his quest to figure out baptism. He rest his arguments on facts and logical conclussions instead of assumptions (normally a problem with modern theologins). Instead of writing a book to support his denominations theology, he has the courage to challenge it (and other denominations as well).