Robert J. Herbold Kodak and Sony reached the pinnacle of success within their markets, but were unable to react to changes within those markets. Herbold, retired COO of Microsoft Corporation, examined 44 successful companies to discover 3 common mistakes made by previously successful companies. The mistakes generate 9 traps which can be avoided as companies like Proctor & Gamble and Apple did by anticipating unarticulated customer needs.

About the author:
Robert J. Herbold, retired chief operating officer of Microsoft Corporation, is the Managing Director of The Herbold Group, LLC, a consulting business focused on profitability. Herbold serves on the Board of Directors of Agilent Technologies, First Mutual Bank, and Indachin Ltd. Hong Kong. Prior to Microsoft, where he was COO from 1994 until 2001, Herbold spent 26 years at The Procter & Gamble Company, serving as senior vice president of marketing during the last 5 years.