Tom Gunn had a life-altering career change in 1975 when he went from an eight-year stint as staff lawyer with the U.S. Senate to a job in aerospace sales and marketing at McDonnell Douglas. He knew a lot about military appropriations and classified developments, but almost nothing about marketing. Over the next twenty-two years, however, Gunn and the team he assembled developed a process for strategic selling and marketing that delivered $250 billion in sales of military and commercial aircraft, missiles, space systems, and logistic support, against strong and at times cutthroat domestic and international competition. His book is both the story of that success and a handbook for anyone who wants to learn about high-powered selling, about assessing the competition and understanding the customer, and about using a defined process to shape strategic planning. Gunn details that process step by step, outlines cultural traps overseas and political realities at home, and makes his points in selected case studies.
Tom Gunn was an aerospace marketing executive with McDonnell Douglas from 1975 to 1997. He lives in St. Louis, MO.
Online at http://www.gunnsights.com/
"Gunn Sights is an insider's view of the no-holds-barred world of billion-dollar contracts in the highly competitive international aerospace industry, where a single loss or win may affect tens of thousands of lives, a company's future, and a nation's security. No one knows this world of sharp elbows and sharp minds better than Tom Gunn. He turns the reader into a student gladly seeking the insights of a master." —Gerald S. J. Cassidy, Chairman, Cassidy & Associates
"For those who are interested in real-world business development and strategic marketing in aerospace, this is the gold standard." —Gen. P. X. Kelley, USMC (Ret.), 28th Commandant of the U.S. Marine Corps
A road map to success with real-world solutions to real-world problems. . . . A must read for people "of any field who simply want to be the best." —Dick Gephardt, member of Congress, 1977–2005
"MBA students will be fascinated by actual behind-the-scenes stories in dealing with foreign governments, business executives, and media representatives. It is real business practice in action in international business strategy cases." —Seung H. Kim, PhD, Director, Boeing Institute of International Business / Saint Louis University
"The dos and don'ts, the doables and un-doables, the how-tos and how-not-tos, all with a good sense of humor and of self. This is a great guide for practitioners and rookies alike. A gun(n) slinger who shoots straight!" —Ken Duberstein, former Reagan White House Chief of Staff
"Gives the operators in the military services a better understanding of the interworkings of the acquisition process; well worth the read." —Gen. Ronald R. Fogleman, USAF (Ret.), former Chief of Staff, U.S. Air Force
"A guide to getting things done. Tom Gunn's discipline and energy—keeping his mind in the game and eye on the ball—are stunning examples for all of us." —Richard L. Armitage, Deputy Secretary of State, 2001–2005