Having read ' The will and the vision of ' Tellis, I saw a description of one of the reasons for this phenomenon. Clayton Christensen writes in the preface about how scientists make models of phenomena:.
At the initial stage of the scientist must carefully observe the phenomenon of interest to him and record what they saw. What follows is an attempt to determine the class of phenomena in such a way as to make it easier, but also emphasize the important differences. Finally, the extension of the theory is that, being built on a solid classification scheme able to explain what is causing what, why and under what conditions.
Next, scientists use the theory to predict what they see when they return to the observations of the phenomenon. If the predictions come true, then the theory is useful. But if you happen to watch the scientist [. ] Phenomenon, which applied the theory can neither predict nor explain, it will be forced to return to the stage classification.
In light of this ... On the side of the inductive loop most of them are so eager to teach managers what to do (which is the reason why ) that they are started right in.
theorizing, bypassing the necessary preliminary stage of careful observation and classification of events. Instead, they choose a few examples, or rumors that are evidence in favor of the conclusions that they've done, and assure us that every decent manager is obliged to act in this way. Year after year, hundreds of books go into oblivion, because they contain the theory is not based on accurate observation and classification.
I think the criticism of numerous books Trout is based on this reason - the one-sided biased presentation of facts, specially selected to justify his theories.
The other reason for the rapid withdrawal of business books from the scene, I think the influence of publishers:.
- As soon as the author dies or his popularity falls, publishers are becoming unprofitable to publish his book (not 100% sure that this is true, but admit ).
- And in the second book publishers are constantly put forward new writers ( and they have fewer needs and create some semblance of dynamics and development), and they have, in turn, try to imagine it was his idea as a novelty, pointedly ignoring the already existing similar or even identical ideas.
Because of this, many books and ideas are simply forgotten undeservedly. If we take such a book on the psychology of advertising, which was published at the beginning of the last century in Germany and in any modern textbook - the last to lose, and the simplicity and clarity of presentation and variety of the phenomena.
What you can see, plus regular updates of books on business, so it is in the approximation of practical examples to our reality. All the same, some things are really out of date are described, for example, do not think anyone will organize the sales department in strict accordance with the examples of 100 year old. On the other hand, this is outweighed by the need, plus a long read 1001 times studied and described the facts and phenomena.
And how do you feel about the constant renewal of business literature?.