The Soft Edge | Recommended Reading from | Where Great Companies Find Lasting Success


The Soft Edge: Where Great Companies Find Lasting Success 

Rich Karlgaard

Soft Edge

I have likely read several hundred business books over the years, and approach each new one carefully.  While I am not in technology and am not drawn usually to books using it as the base, this book offers solid insights for including soft edge values into business culture.

The Soft Edge Values are

  1. Trust
  2. Smarts
  3. Teams
  4. Taste and
  5. Story

The author Rich Karlgaard discusses each in some detail, offering specific examples from different types of organizations.  These do not seem to be business school case studies, but real world, understandable stories.

When the news continues to dwell on the banking  and government abuses (including technology short cuts, legal or otherwise), this book about something other than hard data is refreshing.

Much of what is  published in the business press the last 10 years tends to  praise the “hard line edge” of business, even though so many of the staff in those companies are chewed up.  This book instead offers   observations and awareness about building trust and loyalty in business.  It offers solid examples and  case studies that reveal insights that came primarily from not start-ups that may or may not last, but from proven successes  that demanded  refinement, good judgment, and consideration to others.

Highly Recommended!


John J. Hogan   CHA CHMS CHE CHO

Hospitality Educators                 Hogan Hospitality



Kathleen Hogan Ireland Sept 2013John J. Hogan CHA CMHS CHE CHO and Kathleen Hogan MBA CHO are the co-founders of, which was created in 2010 to be a resource for hotel owners and professionals as they sought to improve market share, occupancy, operational efficiency and profitability.

The husband and wife team are transitioning the original membership site concept and evolving the business model today to a focused resource offering consulting, training, and individualized support to both hospitality and other service businesses.   Services include keynote addresses workshops, online support, metrics measurement, marketing and customer service from a group of more than a dozen experienced professionals.   While continuing to serve hospitality, the demand for these types of services is growing and can be personalized.

John Hogan is also the principal of, which provides a range of expert professional services for hotel owners, including professional development for organizations, training, consulting and expert witness services.

John Hogan Sept 2013DSCN0215

Contact information:  Kathleen Hogan  480-436-0283, John Hogan 602-799-5375 or

Workshops Available: 

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