The Ten Commandments for Business Failure by Donald R. Keough The Ten Commandments for Business Failure by Donald R. Keough 10 () (The Ten 10 () (The Ten Book Review The Ten Commandments For Business Failure Horizon. Don Keougha former top executive at Coca Cola and now chairman of the elite investment banking firm Allen & Companyhas witnessed plenty of failures in his sixty year career. He has also been friends with some of the most successful people in business history, including Warren Buffett, Bill Gates, Jack Welch, Rupert Murdoch, and Peter Drucker. Now this elder statesman reveals how great enterprises get into trouble. Even the smartest executives can fall into the trap of believing in their own infallibility. When that happens, more bad decisions are sure to follow. This light hearted how not to book includes anecdotes from Keoughs long career as well as other infamous failures. His commandments for failure include: Quit Taking Risks; Be Inflexible; Assume Infallibility; Put All Your Faith in Experts; Send Mixed Messages; and Be Afraid of the Future. As he writes, After a lifetime in business Ive never been able to develop a step by step formula that will guarantee success. What I could do, however, was talk about how to lose. I guarantee that anyone who follows my formula will be a highly successful loser.