The book "Differentiate to succeed - Unique business strategies of Vietnamese enterprises" is divided into 5 topics: Human resource management, Excellent customer experience, Marketing, Business strategy, Business thinking - perspective.
In each part, instead of dry theories, the author includes stories he has gathered from experience, from what he has read, observed, and accumulated over the years, along with practical analysis and comments.
This presentation makes the book more accessible to managers at all levels, or to business people who do not come from a formal business background.
There are stories or ways of doing things that readers may have heard somewhere, but feel unfamiliar with the Vietnamese situation. Through Ly Qui Trung's analysis, they will recognize other aspects of the story, suggesting directions for application to their business, regardless of the field or scale.
Author Ly Qui Trung's rich experience in real business and teaching has made the stories included in this book rich and attractive: From Vietnamese enterprises such as Vinamit, Trung Nguyen, Hoa Phat... to corporations such as Nike, Netflix, Alibaba...
According to Mr. Ly Qui Trung, his criteria for selecting strategies and tactics to include in the book is that the tactics he finds interesting and impressive.
In many cases, "unique" does not mean that it is unique and has never been done before, but rather has contributed to a certain success.
Above all, he always emphasizes that business is constantly changing, depending on market conditions and customer needs: "Tricks" that were effective in creating impressions or retaining customers in the past may no longer be effective after a while because they have become the common standards of the entire industry.
So this book, with the appearance of many brands, is a practical reminder for Vietnamese businesses: Always pay attention to where your competitors are, and what the "big guys" have "stumbled" over.
A special point of the book is its "irregularity", meaning that reality is what determines action, not theory, even though it is summarized by masters.
The book also addresses "thorny" issues that businesses tend to avoid, such as "exit plans" - that is, "exit" plans when forced to sell the company, transfer, or leave a once successful business field...
Or the problem of treating the "veterans" who followed the founder from the beginning, once the small business has grown to a higher level and needs people with different abilities and qualities.
Successful experience cannot be copied. Author Ly Qui Trung gives many stories to illustrate effective “tricks”, but the message he wants to convey is that successful experience cannot be mechanically repeated in other businesses.
A company without a strong corporate culture, abundant finances and prestige to attract talent will find it difficult to apply management methods with great benefits like Netflix, Google, Microsoft...
Mr. Ly Qui Trung also believes that everything must start from the highest leader of the organization, because only they have enough power to inspire and attract the whole machine to seek difference and breakthrough.
“Unique business strategy” is ultimately a business mindset that dares to be different, which is materialized through the company’s policies and guidelines. This is even more true for Vietnamese enterprises, which are mostly small and medium-sized, where the founder is often also the director, and has a huge influence on the company’s culture, team, and business direction.
Mr. Ly Qui Trung is famous in the business world with the Pho 24 restaurant chain model. He is also known as an educator with a desire to build a new generation of entrepreneurs. He is currently the President of the LQT Institute of Contemporary Entrepreneurs, and a concurrent Professor at Western Sydney University (Australia). He is also the author of 9 books, of which two published by Tre Publishing House, "The Sky Is Not Only Blue" and "Only Passion", have sold over 10,000 copies and have been reprinted many times. In June 2021, he was awarded an Honorary Doctorate by Western Sydney University in Australia for his outstanding contributions to the community and the development of the school. He graduated from university and graduate school in Australia, and received his doctorate in the US. At the end of 2023, he returned to Vietnam, collaborating with ISB Institute (under Ho Chi Minh City University of Economics) and Western Sydney University to establish a special Bachelor program to train the generation of contemporary Vietnamese entrepreneurs.
