"An executive interested in developing
top staff will assign this book to his or her
high-potential colleagues. It provides a succinct,
rational and memorable template for understanding,
communicating and integrating the key drivers of a
successful business."
Paul E. Szurek, CFO, Biltmore Farms, Inc.
former CFO of Security Capital Group Incorporated
www.biltmorefarms.com
"Demystifying Business with Cookies and Elephants is
a must read for every aspiring business manager and
entrepreneur. Gordon Ettie has produced a very easy to
read and understandable business book that covers the
most critical elements of running a first class business
in a very methodical and entertaining manner. I highly
recommend it! "
Peter J. Peltier
President, Dexter Magnetic Technologies, Inc.
www.dextermag.com
"Understanding how a business operates can be very
complicated. But does it HAVE to be? After reading
Demystifying Business with Cookies and Elephants my
answer is "No!" This book is good news for business
owners. They can provide this book to their employees so
that everyone can have a good understanding of how a
business runs. And the better each employee understands
the business, the better they will understand the
importance of
their particular job."
Joe McKenna
President / Business Consultant
The KENNA Company
www.kennacompany.com
"Gordon Ettie has produced an easy reading guide to
the important dimensions of a business. His book is a
common sense introduction for those new to the business
world and a reminder of the basics for seasoned
managers."
Scott Oakford, Managing Director
Hamilton, Robinson, LLC
www.hrco.com
"The world revolves on business principles and your
book is a must read! You have taken the complex and
simplified it into five dimensions resulting in a
complete business business profile. This common sense
approach is very refreshing. The information is valuable
and this is the book you need to share with your
friends!"
Joseph M. Primrose M.D., FACS, FACEP
Washington University School of Medicine
Assistant Professor
Division of Emergency Medicine
JPrimrose@charter.net
"Ideas are most valuable when they are easy to
understand and apply. In Demystifying Business, Gordon
Ettie uses cookies and an elephant folktale as a
framework to illustrate the five dimensions of every
good business. The approach is simple and effective, and
anyone interested in business, from a budding
entrepreneur to a seasoned manager, will benefit from
Ettie's clear thinking and insightful observations."
Edward B. Cloues, II
K-Tron International, Inc.
Chairman and Chief Executive Officer
www.ktron.com
"Demystifying Business with Cookies and Elephants by
Gordon Ettie distills the essence of good business
practice and presents it in a very readable format. It
is a useful aid to the budding entrepreneur, the
professional manager and the seasoned businessman"
Larry Stone, CEO
Kason Corporation
Millburn, NJ
www.kason.com
"Gordon has compiled an excellent primer on the
basics of doing business. Too often we are being asked
to wade through 300-400 page books detailing every facet
of conducting business. If a general manager makes sure
that each of the 5 dimensions Gordon has highlighted is
addressed properly, he/she will likely be successful."
Kirk E. Spitzer
President and CEO
Alfa Laval Inc
www.alfalaval.com
"Demystifying Business with Cookies and Elephants is
a must read for those in the non profit sector as well
as the corporate sector. Application of the principles
of the book will certainly enhance the organization as a
whole."
Lamar J. Noriega
Director of Development
Non-Profit Organization
"Gordon Ettie has used the wisdom of his experience
to create this pocket guide to business in today's
global economy. This book is a must read not only for
those in business, but for anyone with a job!"
Elizabeth Kos
Assistant Director for Development Special Events
Executive Director of the Women's Board
Northwestern University
"Demystifying Business with Cookies and Elephants is
a quick and easy read but with many pearls of wisdom. A
must read for anyone who is in business or even in a
charitable or government organization"
Bradford W. Goebel
President
Petreco International, Inc.
A Division of Cooper Cameron Corporation
www.coopercameron.com
"In Demystifying Business with Cookies and Elephants
Gordon Ettie has taken a subject seen as difficult and
mysterious by many and explained it in simple, colorful
and thoroughly understandable terms. And he has done it
while providing us with a most enjoyable read. Follow
his simple rules; learn from his examples ad conduct
yourself as he would. It works."
Sorrell Mathes
The Mathes Company, Inc
sorrell@mathesco.com
"I love books that say it SIMPLY and say it RIGHT.
This book has done it. Gordon Ettie has been able to
communicate important and complex ideas in a way that is
both memorable and fun. This should be required reading
for every new entrepreneur."
Marlene Potter LCSW
Director of the Coconut Grove Center for Counseling
"This is a great book for anyone interesting in
improving their understanding of the fundamentals of
running any business. I highly recommend it for
entrepreneurs starting out, college and graduate
students seeking to enter the business world and for non
financial business people seeking to advance their
careers."
Henry N. Huta, CEO
The Fitzpatrick Company
http://www.fitzmill.com
"This systematic approach that Demystifying Business
with Cookies and Elephants takes brings a breath of
fresh air to all kinds of businesses and organizations.
This book should be read by all in any organization."
Robert C. Strauss
CEO and President of Noven Pharmaceuticals
www.noven.com
"Demystifying Business with Cookies and Elephants is
a good outline primer for a new manager or owner who
needs to know what’s important. Gordon Ettie tells you
why it’s important to see a business as a combination of
areas that must mesh to be successful."
Tom McColgan
President and CEO
PHE Development Corporation
Washington Court House, Ohio
