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Full Description
A fascinating look at ESPN and its success as a brand
ESPN The Company reveals the inside scoop on the biggest business story in sports, detailing the creative and innovative spirit and practices that drove the programming, products, and services of the most powerful and prominent name in sports media. The authors provide a behind-the-scenes perspective on how ESPN dealt with their many partners and how they handled mistakes and missteps along the way-from the humble beginnings of ESPN as an underrated startup to the pinnacle of their success as a major industry player.
ESPN and other great organizations invest in their people. They train them. They believe that if you spend the time and resources turning talented performers into leaders, you're going to get better organizational performance and engender higher levels of commitment and sweat. ESPN The Company
Explores the dedication to excellence that makes ESPN the "Worldwide Leader in Sports"
Reveals how the steps ESPN has taken to excel can be applied to whatever type of business you're in
Shares the lessons learned at ESPN about launching and growing a wildly successful enterprise
Engaging and informative, this entertaining guide reveals how any company can benefit by embracing the best practices of ESPN.
Contents
Acknowledgments xi
Introduction: The Biggest Business Story in Sports xiii
Chapter 1 Turning Fanatics into Fans 1
Chapter 2 Think Like an Incumbent, Act Like a Challenger 31
Chapter 3 The Right Leader at the Right Time 65
Chapter 4 Create Your Own Game 103
Chapter 5 Expand the Brand 131
Chapter 6 Playing Well with Others 161
Chapter 7 Blow the Whistle, Spot the Ball 181
Chapter 8 Are You Having Fun? 201
Notes 219
References 221
About the Authors 223
Index 225
