I received the book, A dog eat dog-food world by C. Suresh as a review copy from the Book Club Group and would like to thank the author and Rubina of the Book Club Group for the same.
A hilarious pseudo-history of marketing management, which explicitly denies resemblance to any actual history, and which will be horrified if some semblance be found. ‘A dog eat dog-food world’ is the story of a man who discovered that the path of life is strewn with treadmills and, if you get on one by mistake, you could keep running all your life to stay in the same place. The story of how just minding your own business can lead to unexpected consequences, guided by the ‘invisible hand’ of long dead economists. Anything you learn from the book – be it the basics of marketing management or a satirical view of Society – you do at your own risk.
The tale only dogs the doings of Spike Fortune who only sought to feed dogs and Jerry Fortune who, being fortuneless, gets dragged helter-skelter by his uncle Spike’s careening pursuit of commercial success; Spike’s rival Tom Rich, who is unwillingly dragged into upstaging Spike and tries to do it by teasing the palates of cats, helped by the bumbling efforts of his nephew, Jasper Rich who would rather be chasing girls than chasing cats.
The story starts with a doctor struggling out of his pyjamas in the middle of the night to dress up and leave home to attend to his emergency patient, a rich man called Spike Fortune, who is having palpitations and is about to die, so he says till he sees the doctor. The doctor describes this as ‘Ennui’. Spike Fortune is obsessed about spending all his money in his lifetime and does not know how to do it and that leads to worry and the palpitations. The doctor advices him to do something: Produce a movie, start a business or stand for President. Spike feels he will start a business and gives the doctor a hefty cheque for consultation. He tells his nephew, Jerry, to search for business ideas and they start the dog-food business. When there is business, there is a business rival. Here, the business rival is Tom Rich, Spike’s old schoolmate.
So what happens next, does he spend all the money before he dies or does he earn more? Read on and find out for yourself.
The author starts the book with a prologue which states that ‘The difficulty with history is that you never know whether that is the way it really happened’. Then he goes on to talk about the good guy and bad guy; people making history and people making a place in history and then he tells us about pseudo-history.
The author has used the story to explain various concepts of management with a lot of humour thrown in. While reading the book, sometimes, I would laugh out aloud and people around me would simply stare, making me put up a straight face. The language is simple, the way of writing is brilliant and once the reader gets the hang of the book, the book picks up a good pace. He has rightly pointed out that no one takes an advice when given for free. He talks about marketing representatives who sell things to people whether they need it or not ( I remember a salesman who sold my father a vacuum cleaner way back in the nineties when we did not even require it).
This book is a must read for everyone, just to see how things work in this society whether it is business or it is relationships. I am sure, when I read it the second time, I would understand it and enjoy it more.
Did I mention, The Cover is Beautiful.