About the book "Halo Effect"

The main arguments of the book can be summarized in three points:

-Much of our thinking about company performance is shaped by the Halo Effect, which is tendency to make specific evaluations based on a general impression.

-Reliance on contaminated data leads to other errors, the most important of which is the widespread notion that companies can achieve success by following a formula. This is erroneous for a simple but profound reason: in business, performance is inherently relative, not absolute.

-Since performance is relative, not absolute, it follows that companies succeed when they do things differently than rivals, which means making choices under conditions of uncertainty, which in turn involves taking risks.Even good decisions may lead to unfavorable outcomes, but that doesn’t mean the decision was wrong.

*from- http://www.the-halo-effect.com/book/index.html