fous_entreprise_Voilà un ouvrage radical. Qui (vous) traite à la racine. Rédigé par un médecin, un sociobiographe, un stratège disruptif, un patron insolite, un fou…d’entreprises. Praticien depuis plus de 30 ans, l’auteur* détaille une approche organique, holistique et renversée de ses clients, des PME françaises et internationales.

S’il nous rappelle que toute entreprise est d’abord une personne (morale), l’auteur adopte une posture globale et une praxis à l’avenant. Ainsi, pour diagnostiquer un client, Roger Couffin et ses équipes n’hésitent pas à convier sociologues ou cartographes…par exemple.

Ex JD, l’auteur insiste sur l’offre originelle de l’entrepreneur. Et renverse un ordre établi. Après avoir revitalisé plus de 700 PME, une constante se dégage : la proposition inaugurale du fondateur est TOUJOURS génératrice de valeur. Pour peu que l’on sache la faire évoluer, la réactiver ou l’exhumer. Après que, trop souvent hélas, ladite offre a été respectivement rattrapée par des causes exogènes, oubliée voire étouffée par le poison universel de tout organisme : la complexité. L’entreprise meurt de la luxuriance de ses branchages et gagne à fertiliser ses racines. Elle a intérêt à trancher dans la surabondance d’indicateurs, conjurer les contorsions, souvent insoutenables à terme, qui consistent à « répondre à un besoin » et même à élaguer la (tentation de) diversification. La complexité étant la règle, la simplicité l’exception, ce livre est, plus que recommandé, exceptionnel.

*Roger Couffin, a fondé et dirige le cabinet de conseils en stratégie ADRIEN Stratégies.

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