Table of Contents
Media Raves about the No B.S. Business Success Book and its Author
CHAPTER 1 - THE DECISION AND DETERMINATION TO SUCCEED
Truths That Aren’t, That Hold You Back
WARNING: Your Entry Point to Entrepreneurship May Be a Handicap to Overcome
Keeping Faith with Your Commitments
ACCUSATION: You’re a Workaholic
PERCEPTION: You’re a Wild-Eyed Risk Taker, a Riverboat Gambler. Have You Lost ...
BIG LIE: The Price of Entrepreneurial Success Is Just Too Much to Pay
CHAPTER 2 - THE REAL ENTREPRENEURIAL EXPERIENCE: CODE RED
Take a Trip Down Lonely Street
I’m an Overnight Success—After 30 Years
Even with Success, There Is Failure
What Ultimately Separates Entrepreneurial Winners from Losers?
CHAPTER 3 - HOW DO YOU KNOW IF YOU HAVE A REALLY GOOD IDEA?
Ask Your Counterparts and Competitors
“Steal” Already-Tested Direct-Marketing Strategies
Moving Ideas from One Business to Another
What If Everybody Hates Your Idea?
CHAPTER 4 - POSITIONING YOURSELF AND YOUR BUSINESS FOR MAXIMUM SUCCESS
Positioning Strategy #1: How to Describe What You Do to Attract the Customers ...
Positioning Strategy #2: How to Price
Positioning Strategy #3: How to Make Your Image Work for You
Positioning Strategy #4: Self-Appointment
A Story of Positioning Success
CHAPTER 5 - HOW ENTREPRENEURS REALLY MAKE MONEY— BIG MONEY!
How to Tell If You Are an Entrepreneur (or Not)
The Fortune-Building Secret of Total Customer Value
Networking, Strategic Alliances, and Joint Ventures
The Remarkable Value of a Duplicatable Model
Mastering the Six Entrepreneurial Competencies
CHAPTER 6 - HOW TO CREATE EXCITING SALES AND MARKETING BREAKTH ROUGHS
At Least Avoid the Ultimate Marketing Sin
Breakthrough Strategy #1: Find a Market Niche and Exploit It
Breakthrough Strategy #2: Find a New Sales Media and Let It Make You Rich
E. Joseph Cossman’s Million-Dollar Secret
Breakthrough Strategy #3: Create a New Type of Guarantee and Confound Your Competition
Breakthrough Strategy #4: Deliver Exceptional Service and Earn Word-of-Mouth Advertising
Breakthrough Strategy #5: Get Professional Prowess on a Percentage