I just read this book. It was interesting but it's geared towards physical products with very large franchises like Coca-Cola beverages or IBM servers. Which

I just read this book. It was interesting but it's geared towards physical products with very large franchises like Coca-Cola beverages or IBM servers. Which is on the face of it very strange - you're targetting a book to a level at which a vanishingly small percentage of readers will actually be working at. (Perhaps some readers aspire to consider themselves in such a position even if they are not likely to be?) I'm not sure how much of the advice is directly applicable to a small business enterprise selling nonphysical goods such as software or services, and I worry that some of its advice may be actually damaging to take too much to heart if you are not a large enterprise.