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Fight Less, Win More offers an armoury of negotiation techniques and approaches that are both superbly practical and brilliantly effective. All have been exhaustively tried and tested in situations that range from high-stakes hostage crises to everyday business conversations. All are underpinned by the groundbreaking notion of Tactical Empathy- a means of understanding the motivations and preoccupations of others so that you can engage with them more effectively. 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** WINNER OF THE SABEW BEST IN BUSINESS BOOK AWARDS 2025 FOR BUSINESS REPORTING **

* UPDATED TO INCLUDE A NEW EPILOGUE *

What if the greatest business success story of the twenty-first century was hiding the West's gravest mistake?

For two decades, Apple poured billions into China, training millions of workers and building the most advanced supply and manufacturing system in history. But those same investments transferred knowledge, skills and power, handing China the tools to challenge America's dominance and putting Apple in the middle of a new Cold War between two superpowers.

Based on hundreds of exclusive interviews, Patrick McGee's gripping exposé reveals Apple's vulnerability for the first time - and shows how one company's triumph inadvertently reshaped the global balance of power.

'Devastatingly clear' New York Times

'Scrupulously reported' New Yorker

'Absolutely riveting' Peter Frankopan

'Disturbing and enlightening' Chris Miller

'This is the best book about Apple ever written' Ben Thompson, Stratechery ",{"_816":832,"_818":1018,"_789":1019},{"_816":832,"_818":845,"_789":1203},"Simon & Schuster, Limited",{"_816":832,"_818":823,"_789":1205},"UK-B Format Paperback",{"_816":832,"_818":850,"_789":851},{"_816":832,"_818":853,"_789":854},{"_816":832,"_818":856,"_789":1209},"2026-09-15",{"_816":832,"_818":859,"_789":1211},"480",{"_816":862,"_818":350,"_789":1213},"SEP",{"_816":862,"_818":865,"_789":834},{"_816":862,"_818":868,"_789":834},{"_816":862,"_818":870,"_789":1217},"/ /",{"_816":862,"_818":873,"_789":1219},"29.0",{"_816":862,"_818":875,"_789":1221},"0",{"_816":878,"_818":879,"_789":880},{"_816":878,"_818":350,"_789":880},{"_816":878,"_818":883,"_789":747},{"_816":878,"_818":885,"_789":747},{"_816":878,"_818":887,"_789":888},{"_816":878,"_818":890,"_789":888},{"_816":878,"_818":892,"_789":893},{"_816":878,"_818":895,"_789":893},{"_816":878,"_818":897,"_789":898},{"_816":878,"_818":900,"_789":901},{"_816":878,"_818":903,"_789":901},{"_766":1234},[1235],{"_769":116,"_770":-5,"_130":1236,"_209":1237,"_780":1241,"_786":1242,"_17":1179,"_790":1244,"_792":1245},"gid://shopify/ProductVariant/46338569765061",{"_773":1238,"_775":776,"_130":1239,"_35":1182,"_778":1240},"Apple in China Cover Image","gid://shopify/ProductImage/42767734276293",1342,{"_782":783,"_784":1219},[1243],{"_751":752,"_789":1179},"9781398534391",{"_794":1246},[1247,1250],{"_797":1248},{"_799":116,"_133":1249},{"_751":347},{"_797":1251},{"_799":116,"_133":1252},{"_751":729},{"_130":1254,"_17":1255,"_742":1256,"_761":1257,"_813":1259,"_764":1308},"gid://shopify/Product/8868614832325","Be a Sequoia, Not a Bonsai The Seven Growth Secrets of the World's Most Successful Companies","be-a-sequoia-not-a-bonsai-the-seven-growth-secrets-of-the-worlds-most-successful-companies",{"_35":1258},"https://cdn.shopify.com/s/files/1/0625/6679/3413/files/978-1-4002-5424-8.jpg?v=1780201105",[1260,1261,1263,1265,1267,-5,1269,1270,1272,1274,1276,1278,1279,1281,1283,1285,-5,-5,1286,1287,-5,1288,-5,1289,-5,1290,1291,-5,1293,-5,1295,-5,1297,1298,-5,1299,1300,-5,1301,1302,-5,1303,1304,-5,1305,-5,-5,1306,1307,-5],{"_816":817,"_818":17,"_789":1255},{"_816":817,"_818":820,"_789":1262},"DARVEAU-GARNEAU NICOLAS",{"_816":817,"_818":823,"_789":1264},"HB",{"_816":817,"_818":826,"_789":1266},"HARPER",{"_816":817,"_818":829,"_789":1268},"INGR",{"_816":832,"_818":833,"_789":834},{"_816":832,"_818":17,"_789":1271},"Be a Sequoia, Not a Bonsai",{"_816":832,"_818":838,"_789":1273},"The Seven Growth Secrets of the World's Most Successful Companies",{"_816":832,"_818":820,"_789":1275},"Nicolas Darveau-Garneau",{"_816":832,"_818":843,"_789":1277},"

Simple, low-risk experiments for long-term profit growth that you can test right now--from Google's former Chief Evangelist, Nicolas Darveau-Garneau.

As a business leader or marketer, if you've been pouring your efforts into efficiency metrics (like customer acquisition cost or return on ad spend) instead of trying to optimize profits, your methodology is unsustainable. In the age of AI, optimizing the wrong key performance indicator can be catastrophic.

Whether you work at a Fortune 500 giant, a startup, or a nonprofit, Be a Sequoia, Not a Bonsai gives you a growth playbook that will help you correctly prioritize sustainability over short-term efficiency.

With step-by-step guides and hundreds of case studies, Darveau-Garneau will shift how you measure marketing success by teaching you how to:

Maximize profitable growth by tracking the right metrics, not vanity metrics.
Acquire the most valuable customers, not just the most customers.
Dramatically increase customer lifetime value with practical, scalable strategies.
Strengthen your brand with modern, profit-driven branding approaches.
Deliver a customer experience your competitors can't match.
Build a culture of rapid testing and innovation that keeps you ahead.

Nicolas Darveau-Garneau has advised senior executives at more than a thousand companies. He discovered that the fastest-growing 5% all followed these same seven principles. . .

The best part? These breakthroughs don't require acquisitions, billion-dollar tech investments, or years of product development. They're simple, testable, affordable, and scalable. And they're all based on one premise: Corporate sequoias prioritize profitable growth, while bonsai concentrate on efficiency and stay small.

\". . .a groundbreaking book. Nicolas Darveau-Garneau has distilled thousands of CEO and CMO meetings into a playbook every ambitious leader needs to read--and, more importantly, put into practice every day.\" --Jasper Malcolmson, Head of Growth at Gusto and Robinhood

",{"_816":832,"_818":1018,"_789":1019},{"_816":832,"_818":845,"_789":1280},"Thomas Nelson Incorporated",{"_816":832,"_818":823,"_789":1282},"Trade Cloth",{"_816":832,"_818":850,"_789":1284},"Hardback",{"_816":832,"_818":853,"_789":854},{"_816":832,"_818":856,"_789":857},{"_816":832,"_818":859,"_789":860},{"_816":862,"_818":350,"_789":863},{"_816":862,"_818":865,"_789":866},{"_816":862,"_818":868,"_789":866},{"_816":862,"_818":870,"_789":1292},"04/06/2026",{"_816":862,"_818":873,"_789":1294},"70.0",{"_816":862,"_818":875,"_789":1296},"2",{"_816":878,"_818":879,"_789":880},{"_816":878,"_818":350,"_789":880},{"_816":878,"_818":883,"_789":747},{"_816":878,"_818":885,"_789":747},{"_816":878,"_818":887,"_789":888},{"_816":878,"_818":890,"_789":888},{"_816":878,"_818":892,"_789":893},{"_816":878,"_818":895,"_789":893},{"_816":878,"_818":897,"_789":898},{"_816":878,"_818":900,"_789":901},{"_816":878,"_818":903,"_789":901},{"_766":1309},[1310],{"_769":116,"_770":-5,"_130":1311,"_209":1312,"_780":1315,"_786":1316,"_17":1255,"_790":1318,"_792":1319},"gid://shopify/ProductVariant/46293587984581",{"_773":1313,"_775":776,"_130":1314,"_35":1258,"_778":1085},"Be a Sequoia, Not a Bonsai Cover Image","gid://shopify/ProductImage/42613449720005",{"_782":783,"_784":1294},[1317],{"_751":752,"_789":1255},"9781400254248",{"_794":1320},[1321,1324],{"_797":1322},{"_799":116,"_133":1323},{"_751":347},{"_797":1325},{"_799":33,"_133":1326},{"_751":729},"relatedProductsCollectionUrl","/collections/shop-all?shopify_products%5BrefinementList%5D%5Bmeta.categories.sub_merged%5D%5B0%5D=BUSINESS","relatedProductsFirstSubCategory","city","columbus","actionData","errors"]

Icarus Economics

Why Rich Economies Are Struggling - and How to Fix Them

by John Rapley