By Ian Lamont

Southern California author Marc Emmer, with his book Intended Consequences: Designing the Future You Wish to Create, has accomplished something most rare. He has written a business book that offers both young entrepreneurs just starting out and business “graybeards” like me, who have decades of experience, a fabulous return on our readership investment.

Emmer is president of Optimize Inc., a performance-enhancing and strategic consulting firm headquartered in the Santa Clarita Valley. Within the pages of “Intended Consequences,” Emmer shares his experiences of working with top executives and their leadership teams in both small businesses and Fortune 500 companies and in the private and the public sectors.

Emmer, through anecdotal storytelling and use of sound business foundations, presents methods for any business or organization to create a template to achieve significant competitive advantage and success.

The challenges executives face today are significant and many. Intended Consequences principles for success are written to overcome and deal with today’s toughest challenges by creating an all- encompassing strategic measurement system that will have you out-performing your competitors month after month and year after year.

It’s been said that the definition of insanity is doing the same thing over and over while expecting different results. In business that is not only insane; it is fatal.

As a leader - whether of a business, an institution or a non-profit - your choice is simple. Do what you have always done and fail slowly or quickly. Or embrace the need to do proper strategic planning, properly align your organization, and design the future you want to create.

If you choose the latter, then I urge you to read Intended Consequences.

For more information on Marc Emmer and his company Optimize Inc., go to: http://www.optimizeinc.net/.

For more information on Intended Consequences, go to: http://www.optimizeinc.net/ic.php