Foreword by Brian Tracy, xvPreface, xvii

C H A P T E R 1

The Decision and Determination to Succeed . . . . . . . . . 1Warning: Your Entry Point to Entrepreneurship

May Be a Handicap to Overcome, 5Why Trying Doesnt Work, 6Making and Keeping Faith with Your Commitments, 8Accusation: Youre a Workaholic, 10Perception: Youre a Wild-Eyed Risk Taker,

a Riverboat Gambler. Have You Lost Your Mind?, 14Big Lie: The Price of Entrepreneurial Success

Is Just Too Much to Pay, 17The Decision of Autonomy, 19Mental Toughness Required, 26Hey, Thats Not Fair!, 27

vii

Contents

C H A P T E R 2

The Real Entrepreneurial Experience: A No B.S. Report from the Front Lines . . . . . . . . . . . . . 31Pride Is Sometimes the Only Pay, 33Take a Trip Down Lonely Street, 35Im an Overnight SuccessAfter 20 Years, 36Even with Success, There Is Failure, 38What Ultimately Separates Entrepreneurial

Winners from Losers?, 42The Good News, 44

C H A P T E R 3

How Do You Know If You Have A Really Good Idea? . . 49Ask Your Customers, 51Ask Your Counterparts and Competitors, 51Smart Direct-Mail Testing, 52Steal Already-Tested Direct Marketing Strategies, 53Moving Ideas from One Business to Another, 55How to Be More Creative, 57What If Everybody Hates Your Idea?, 62

C H A P T E R 4

Positioning Yourself and Your Business for Maximum Success . . . . . . . . . . . . . . . . . . . 67Positioning Strategy #1: How to Name

What You Do to Attract the Customers You Want, 68Positioning Strategy #2: How to Price, 71Positioning Strategy #3: How to Make

Your Image Work for You, 76Positioning Strategy #4: Self-Appointments, 79A Story of Positioning Success, 82Who Do You Think You Are?, 83

viii NO B.S. Business Success

CONTENTS

C H A P T E R 5

How Entrepreneurs ReallyMake MoneyBig Money! . . . . . . . . . . . . . . . . . . . . . . 84What Are You Going to Do When You Grow Up?, 86The Fortune-Building Secret of Total Customer Value, 88Looking for Value in All the Wrong Places, 91Networking and Joint Ventures, 93The Remarkable Value of a Duplicative Model, 94Mastering the Six Entrepreneurial Competencies, 97Live Outside the Lines, 97

C H A P T E R 6

How to Create Exciting Sales and Marketing Breakthroughs . . . . . . . . . . . . . . . . . . . . . . 100At Least Avoid the Ultimate Marketing Sin, 102Breakthrough Strategy #1: Find a

Niche Market and Exploit It, 104Breakthrough Strategy #2: Find a New

Sales Medium and Let It Make You Rich, 106Breakthrough Strategy #3: Create a New Type

of Guarantee and Confound Your Competition, 109Breakthrough Strategy #4: Deliver Exceptional

Service and Earn Word-of-Mouth Advertising, 111Breakthrough Strategy #5: Seek Strategic

Marketing Alliances, 112Breakthrough Strategy #6: Get Professional

Prowess on a Percentage, 115

C H A P T E R 7

Why and How to Sell Your Way Through Life . . . . . . . . 121Changing Your Attitudes about Selling, 122But When Can I Stop Selling?, 123

NO B.S. Business Success ix

CONTENTS

The Two Most Important Sales Youll Ever Make, 125How to Bridge the Confidence Chasm, 125Another Important Sale, 129Now Ill Make a Sale, 130

C H A P T E R 8

Key People for Your Company . . . . . . . . . . . . . . . . . . . 132Take Off Your Rose Colored Glasses, 135If Its Not Meant to Be . . ., 136How to Choose Your Key People, 137The Worst Number in Any

Businessand What to Do about It, 139

C H A P T E R 9

Working with Lawyers and Accountants . . . . . . . . . . . 141How to Be Litigious without

Buying Your Lawyer a Yacht, 142What to Do if You Are in a Fight, 142Your Turn Can Come, 145When You Must Really Use a Lawyer, 146Putting a Wall around Your Castle

and Alligators in the Moat, 146Strange Creatures, Accountants, 147Rearview Mirrors, Magnifying

Glasses, and Binoculars, 148Who Can You Count On?, 150

C H A P T E R 1 0

Why Entrepreneurs Arent Managersand What You Can Do about It . . . . . . . . . . . . . . . . . . . . . 153You Cant Teach a Pig to Sing, 155

x NO B.S. Business Success

CONTENTS

Hire Slow, Fire Fast, 156Forget the Idea of Ownership Mentality, 156How Your Employees Sabotage Your Marketing, 158You Can Only Expect What You Inspect, 159Identify, Keep, Reward, and Motivate, 160Recent Discoveries about All Employees, 161Good People Can Make a Huge Difference, 162What Works for You Is Whats Right, 163

C H A P T E R 1 1

How to Manage Your Cash Flow. . . . . . . . . . . . . . . . . . 164The Five Keys to Multiplied Cash Flow, 165Two Commonly Underutilized Means

of Boosting Sales, Profits, and Cash Flow, 172The Ultimate MCF Tactic: Prepay, 174

C H A P T E R 1 2

How to Achieve Peak Productivity . . . . . . . . . . . . . . . . 176Why Is Time Such a Problem?, 178Why Do It Now May Not Be the Best Advice, 179The Yes or No Test, 181What Now?, 181Refuse to Let Them Steal Your Time, 183Put a Stake Through the Heart of Every

Time Vampire Who Comes Your Way, 184The Secrets of Secrets of Getting Rich, 184

C H A P T E R 1 3

How Entrepreneurs Attract Good Luck . . . . . . . . . . . . 186Using Your Subconscious Mind, 187How to Be in the Right Place at the Right Time, 189

NO B.S. Business Success xi

CONTENTS

Luck Is a Product of Universal Law, 191Some Practical Advice on Attracting Good Luck, 193

C H A P T E R 1 4

Staying Sane in an Insane World . . . . . . . . . . . . . . . . . . 194Danger Ahead, 195How to Be a Business Success

and Have It Not Matter, 195Integrity Is Strategy, 201How to Develop and Profit from the Power of Faith, 203Entrepreneurs Need Extraordinary

Faith in This Crazy World, 205

C H A P T E R 1 5

Why and How to Build Your Own Mini Conglomerate . . . . . . . . . . . . . . . . . . . . . . 207Strengthen Your Conglomerate with Strategic Alliances, 209How to Get Rich by Accident, 210The Secret of Giving Them More of

What They Want (and Less of What They Dont), 213The Antidote to Advertising, 214

C H A P T E R 1 6

Using Your Business as a Path to Financial Independence. . . . . . . . . . . . . . . . 215Dont Let Your Business Own You, 217Getting Out of Your Own Way, 219How to Help Your Business Mature, 220How Does a System Work?, 223

C H A P T E R 1 7

How to Get a Business Out of Trouble . . . . . . . . . . . . . 225As Long as Theres a Pulse, Theres Hope, 226

xii NO B.S. Business Success

CONTENTS

Forget Kinder and Gentler, 226Pull Together a Plan, 228Dont Hide, 229Dont Take It Personally, 230Direct Your Energy to Business Renovation, 230

C H A P T E R 1 8

A No B.S. Report on the Internet and Other Technology . . . . . . . . . . . . . . . . . 232Knock, Knock, Whos There?, 233What Are Internet Users Really Buying?, 234Be There or Be Square, 235But the Gold Rush Is On and

You Dont Want to Be Last, Do You?, 236Is There a Free Lunch on the Internet?, 237In Spite of All That, Should You Be Devoting

Serious Attention to Marketing Your Business via the Internet?, 238

The Future May Be Permission-Only Marketing On and Off the Internet, 239

The Fax as a Marketing Machine, 240Voice Mail as a Marketing Tool:

The Magic of the Free Recorded Message, 242A Complex Matrix of Communication

and Marketing Technologies, 243The Amazing Power of Audio and Video Brochures, 244Final Thoughts on Technology, 244

Afterword, 246A Look at the Authors Business Activities, 247Resource Directory, 252

NO B.S. Business Success xiii

CONTENTS

Eternal Truths, 262Preface to No B.S. Sales Success, 266Preface to No B.S. Time Management for Entrepreneurs, 270Index, 273Special Free Gift #1 from the Author, 285Special Free Gift #2 from the Author, 286

xiv NO B.S. Business Success

CONTENTS

chapter 1The Decision and Determinati...Warning: Your Entry Point to...Why Trying Doesnt Work,Making and Keeping Faith wit...Accusation: Youre a Workaho...Perception: Youre a Wild-Ey...Big Lie: The Price of Entrep...The Decision of Autonomy,Mental Toughness Required,Hey, Thats Not Fair!,chapter 2The Real Entrepreneurial Exp...Pride Is Sometimes the Only ...Take a Trip Down Lonely Street,Im an Overnight SuccessAft...Even with Success, There Is ...What Ultimately Separates En...The Good News,chapter 3How Do You Know If You Have ...Ask Your Customers,Ask Your Counterparts and Co...Smart Direct-Mail Testing,Steal Already-Tested Direc...Moving Ideas from One Busine...How to Be More Creative,What If Everybody Hates Your...chapter 4Positioning Yourself and You...Positioning Strategy #1: How...Positioning Strategy #2: How...Positioning Strategy #3: How...Positioning Strategy #4: Sel...A Story of Positioning Success,Who Do You Think You Are?,chapter 5How Entrepreneurs Really ...What Are You Going to Do Whe...The Fortune-Building Secret ...Looking for Value in All the...Networking and Joint Ventures,The Remarkable Value of a Du...Mastering the Six Entreprene...Live Outside the Lines,chapter 6How to Create Exciting Sales...At Least Avoid the Ultimate ...Breakthrough Strategy #1: Fi...Breakthrough Strategy #2: Fi...Breakthrough Strategy #3: Cr...Breakthrough Strategy #4: De...Breakthrough Strategy #5: Se...Breakthrough Strategy #6: Ge...chapter 7Why and How to Sell Your Way...Changing Your Attitudes abou...But When Can I Stop Selling?,The Two Most Important Sales...How to Bridge the Confidence...Another Important Sale,Now Ill Make a Sale,chapter 8Key People for Your CompanyTake Off Your Rose Colored G...If Its Not Meant to Be . . .,How to Choose Your Key People,The Worst Number in Any ...chapter 9Working with Lawyers and Acc...How to Be Litigious without ...What to Do if You Are in a F...Your Turn Can Come,When You Must Really Use a L...Putting a Wall around Your C...Strange Creatures, Accountants,Rearview Mirrors, Magnifying...Who Can You Count On?,chapter 10Why Entrepreneurs Arent Man...You Cant Teach a Pig to Sing,Hire Slow, Fire Fast,Forget the Idea of Ownership...How Your Employees Sabotage ...You Can Only Expect What You...Identify, Keep, Reward, and ...Recent Discoveries about All...Good People Can Make a Huge ...What Works for You Is Whats...chapter 11How to Manage Your Cash FlowThe Five Keys to Multiplied ...Two Commonly Underutilized M...The Ultimate MCF Tactic: Pr...chapter 12How to Achieve Peak Producti...Why Is Time Such a Problem?,Why Do It Now May Not Be t...The Yes or No Test,What Now?,Refuse to Let Them Steal You...Put a Stake Through the Hear...The Secrets of Secrets of Ge...chapter 13How Entrepreneurs Attract Go...Using Your Subconscious Mind,How to Be in the Right Place...Luck Is a Product of Univers...Some Practical Advice on Att...chapter 14Staying Sane in an Insane WorldDanger Ahead,How to Be a Business Success...Integrity Is Strategy,How to Develop and Profit fr...Entrepreneurs Need Extraordi...chapter 15Why and How to Build Your ...Strengthen Your Conglomerate...How to Get Rich by Accident,The Secret of Giving Them Mo...The Antidote to Advertising,chapter 16Using Your Business as a ...Dont Let Your Business Own ...Getting Out of Your Own Way,How to Help Your Business Ma...How Does a System Work?,chapter 17How to Get a Business Out of...As Long as Theres a Pulse, ...Forget Kinder and Gentler,Pull Together a Plan,Dont Hide,Dont Take It Personally,Direct Your Energy to Busine...chapter 18A No B.S. Report on the ...Knock, Knock, Whos There?,What Are Internet Users Real...Be There or Be Square,But the Gold Rush Is On and ...Is There a Free Lunch on the...In Spite of All That, Should...The Future May Be Permission...The Fax as a Marketing Machine,Voice Mail as a Marketing To...A Complex Matrix of Communic...The Amazing Power of Audio a...Final Thoughts on Technology,