Description
Book SynopsisCaspian Woods is a successful entrepreneur and author. His business works with the world's leading financial institutions like HSBC, Santander, Lloyds and RBS, creating imaginative and successful cross-media content for magazines, ezines, apps and websites. He has also worked as a columnist and is a regular in the speaker circuit.
Table of ContentsLeadership
1 The only thing you need to be a great leader
2 Ask for favours
3 Sleep in your car
4 Leave stuff half-finished
5 This software can kill you
6 Forgive, (but don’t forget)
7 Ignore urgent tasks
8 Be ill informed
9 Use guilt to motivate
Say less
10 11 Wait for the tide to go out
12 Ask the bride to dance
13 Take fewer risks
Strategy
14 Don’t diversify
15 Stop obsessing about quality
16 Embrace awkward suppliers
17 Fight like Nelson
18 Your next competitor makes toilet paper
19 Burn your business plan
20 Set unrealistic goals
21 Don’t dance where elephants play
22 More IT is not the answer
23 There’s no prize for predicting the Flood
24 Embrace chaos
25 Sell invisibles
26 Use a lawyer like a condom
27 Exploit the poor
28 Don’t make it in China
Innovation
29 Reward failure
30 Sacrifice the sacred cow
31 You are in the wrong business
32 Sleep with your customers
33 Judge the book by its cover
34 Use research like a drunk uses a lamp-post*
35 Come last
36 Creativity needs a sergeant major
37 Get lost
38 Fire, ready, aim
39 Seek out your worst customers
40 Don’t start from where you are
41 Rip-up your confidentiality agreements
42 Allow for the law of unintended consequences
43 Remember you are French
44 Anticipate complaints
45 Get stotious
46 Ban the brainstorm
47 Steal with pride
Sales and marketing
48 Stop making sense
49 Don’t give your customers choice
50 Learn from the Wizard of Oz
51 Don’t ‘do’ social media
52 Recommend your competitors
53 If you’re pitching to win – you’ve already lost
54 Be brief, be brilliant, be gone
55 Don’t hire a hot-shot agency
56 Put the small print in BIG LETTERS
57 Dull is the new sexy
58 Make your literature illegible
59 Nurture your nutters
60 Create a crisis
61 Shut up
62 Get your face slapped
63 It’s only worth advertising on your forehead
64 Fake sincerity
Staff.
65 Pay your staff to quit
66 Money doesn’t motivate
67 Hire some baboons
68 Don’t recruit by experience
69 Forget the big idea
70 Drive a clunker
71 Take your name off the door
72 Be a pacifist in the talent war
73 Send your staff home
74 Don’t delegate – abdicate
75 Remove the safety net
76 Sack early
77 Seek out the disabled
78 Encourage trade unions
79 Fire the founder
80 Cultivate some enemies
Finance
81 Pay yourself £1,000 an hour
82 Max out your credit cards
83 Don’t lend £10,000 to your brother
84 Be unaffordable
85 Don’t compensate for the size of your manhood
86 Say no to cheap money
87 Double your costs, halve your reward
88 Set fire to your price list
89 Treat suppliers like fellow combatants
Personal.
90. Cry as a negotiating technique
91. Pile on the stress
92. Avoid the passion trap
93. Don’t give money to charity
94. Stop thinking positive
95. Disinherit your kids
96. Nurture self-doubt
97. Jump off a chair
98. Be a psychopath
99. Don’t get harpooned
100. Be lazy
