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ItΓÇÖs the trap that ensnares virtually every business. We focus on process: ΓÇ£howΓÇ¥ weΓÇÖre doing the job and we forget the bigger issue: ΓÇ£whatΓÇ¥ weΓÇÖre doing and ΓÇ£whyΓÇ¥ weΓÇÖre doing it. We can rise above the ΓÇ£howsΓÇ¥ to expose what does and doesnΓÇÖt need attention in your organization, and to identify the activities most central to success. By looking at powerful case studiesΓÇöfrom ING Direct to Amazon.com to Procter and Gamble and more-we can see how these diverse companies learned how to cut costs, strengthen innovation and profit from change at the same time.