The Ten Commandments for Business Failure Paperback

Written by former Coca-Cola president Donald R. Keough, this book flips traditional business advice upside down by revealing the top mistakes that destroy companies.

With humor and decades of corporate wisdom, Keough exposes the deadly habits — such as resisting change, ignoring customers, or fearing risk — that lead to failure every time. Practical, honest, and rooted in real business stories, this guide helps entrepreneurs and professionals avoid costly pitfalls and build resilient companies that thrive.