{"product_id":"the-reluctant-entrepreneur-9781118178447","title":"The Reluctant Entrepreneur","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eIntelligent strategies for starting and growing a small business with minimal personal financial risk\u003c\/b\u003e  \u003cp\u003eA comprehensive guide for entrepreneurs from one of the most successful business creators in recent years, \u003ci\u003eThe Reluctant Entrepreneur: Turning Dreams into Profits\u003c\/i\u003e addresses the fears and misconceptions that many people have about starting their own businesses, walking prospective owners through the necessary decisions they need to make before even putting a business plan in place.\u003c\/p\u003e \u003cp\u003ePresenting solid, reliable strategies based on author Michael Masterson''s own successful practices, and debunking some common illusions entrepreneurs have about their businesses, the book is a vital resource for anyone looking to avoid the pitfalls that threaten fledgling companies.\u003c\/p\u003e \u003cul\u003e \u003cli\u003ePacked with insights from an entrepreneur who has launched and sold dozens of business, presented in a lively and conversational style\u003c\/li\u003e \u003cli\u003eSome 600,000 new businesses are launched each y\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword xiii\u003c\/p\u003e \u003cp\u003eAcknowledgments xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003eINTRODUCTION Entrepreneurship: What It Is . . . and Isn’t 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Reality of Calculated Risk 2\u003c\/p\u003e \u003cp\u003eThe Reluctant Entrepreneur 3\u003c\/p\u003e \u003cp\u003eLaunching a Successful Business Takes More Than Motivation 4\u003c\/p\u003e \u003cp\u003eIt’s Okay to Be Cautious 5\u003c\/p\u003e \u003cp\u003eSuccess Is Not a Roll of the Dice 6\u003c\/p\u003e \u003cp\u003eAnd One More Thing . . . 6\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 1 What, Exactly, Is a Reluctant Entrepreneur? 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePhilip Knight’s Story 10\u003c\/p\u003e \u003cp\u003eWhat We Can Learn From This . . . 11\u003c\/p\u003e \u003cp\u003eHatching a Business While You Keep Your Day Job 12\u003c\/p\u003e \u003cp\u003eThe Myth of the “Entrepreneurial Type” 16\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 2 The First Question You Must Be Able to Answer 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRule Number One of Reluctant Entrepreneurship 23\u003c\/p\u003e \u003cp\u003eYour Initial Challenge: Generating Positive Cash Flow 24\u003c\/p\u003e \u003cp\u003eEducating Yourself About Business 25\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 3 What It Takes to Be a Successful Reluctant Entrepreneur 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Reluctant Entrepreneur Is a Smart Entrepreneur 29\u003c\/p\u003e \u003cp\u003eThe Foundation of Your Business: Six Strategic\u003c\/p\u003e \u003cp\u003eChoices You Have to Make at the Very Beginning 31\u003c\/p\u003e \u003cp\u003eIt’s Not Rocket Science 38\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 4 Hatching the New Business: Overcoming Fear and Taking Action 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYour First Three Action Steps 43\u003c\/p\u003e \u003cp\u003eHow Do You Find a Mentor? 48\u003c\/p\u003e \u003cp\u003ePutting Fear on Your Side 49\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 5 The Magic Happens When You Hire Superstars 51\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRecognizing Superstar Potential 52\u003c\/p\u003e \u003cp\u003eKnowing What You’re Looking For 53\u003c\/p\u003e \u003cp\u003eHow Do You Find These People? 54\u003c\/p\u003e \u003cp\u003eThe Care and Feeding of a Superstar 56\u003c\/p\u003e \u003cp\u003eHow to Structure a Superstar Organization 59\u003c\/p\u003e \u003cp\u003eThe Best Investment You Will Ever Make 61\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 6 Mastering the Art of Business Relationships 65\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Reluctant Entrepreneur’s Guide to Making Friends in High Places 67\u003c\/p\u003e \u003cp\u003e12 Ways to Get People to Want to Do Business With You 69\u003c\/p\u003e \u003cp\u003eA Simple Trick That Will Make Important People Want to Talk to You 72\u003c\/p\u003e \u003cp\u003eHow to Get Others to Tell You Their Most Valuable Success Secrets—A Technique I Learned From a Self-Made Multimillionaire 73\u003c\/p\u003e \u003cp\u003eNever Pass Up the Opportunity to Make a Connection That Can Do You Some Good 75\u003c\/p\u003e \u003cp\u003eSeek Out Mutually-Beneficial Partnerships 76\u003c\/p\u003e \u003cp\u003eIt Doesn’t Take Much to Maintain Relationships With All Your Important Contacts—Even Hundreds of Them 78\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 7 How to Become a Marketing Genius 81\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEvery Business Is About the Selling 82\u003c\/p\u003e \u003cp\u003eThe Beauty of Direct Marketing 83\u003c\/p\u003e \u003cp\u003eMastering the Art of Persuasion 85\u003c\/p\u003e \u003cp\u003eThe Difference Between Wants and Needs 87\u003c\/p\u003e \u003cp\u003eThe Difference Between Features and Benefits 88\u003c\/p\u003e \u003cp\u003eThe Difference Between Benefits and Deeper Benefits 89\u003c\/p\u003e \u003cp\u003eThe USP: Making Your Product Stand Out From the Competition 90\u003c\/p\u003e \u003cp\u003eHow to Use Your USP to Create a Successful Advertising Campaign 91\u003c\/p\u003e \u003cp\u003eResist the Urge to Try Something Completely Different 92\u003c\/p\u003e \u003cp\u003eShort-Term Results Versus Long-Term Profits 93\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 8 Maintaining Control of Your Growing Business 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePushing Hard for Profi ts 98\u003c\/p\u003e \u003cp\u003eYou Can Never, Ever Stop Pushing on Every Single Front 100\u003c\/p\u003e \u003cp\u003eHow Much of Your Profi ts Should Go Into Your Pocket—And How Much Should Go Back Into Your Business? 101\u003c\/p\u003e \u003cp\u003eWhy You Should Ignore the “Experts” and Determine Your Own Compensation 102\u003c\/p\u003e \u003cp\u003eCreate a Culture That Respects Money 103\u003c\/p\u003e \u003cp\u003eKeep Your Eye on the Numbers 104\u003c\/p\u003e \u003cp\u003eNever Lose Your Competitive Edge 105\u003c\/p\u003e \u003cp\u003eHow Tiffany \u0026amp; Co. Lost Their Edge—And Found It Again 106\u003c\/p\u003e \u003cp\u003eSet High Standards for Customer Service—And Make Sure They Stay High 107\u003c\/p\u003e \u003cp\u003eA Success Trap You Don’t Have to Fall Into 110\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 9 Leadership: Keeping Your Vision Alive 113\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEffective Leaders Motivate Others to Do Great Work 114\u003c\/p\u003e \u003cp\u003eEffective Leaders Focus on Work, Not Politics 114\u003c\/p\u003e \u003cp\u003eEffective Leaders Understand That Competition Has Its Place in Business, But It Is Not Nearly as Important as Cooperation and Sharing 115\u003c\/p\u003e \u003cp\u003eEffective Leaders Care About Their Customers 115\u003c\/p\u003e \u003cp\u003eEffective Leaders Make Fast Decisions 116\u003c\/p\u003e \u003cp\u003eEffective Leaders Know How to Get Support for Their Ideas 116\u003c\/p\u003e \u003cp\u003eEffective Leaders Know How to Delegate 117\u003c\/p\u003e \u003cp\u003eEffective Leaders Do Not Micromanage 118\u003c\/p\u003e \u003cp\u003eEffective Leaders Create a Culture of Accountability 119\u003c\/p\u003e \u003cp\u003eEffective Leaders Understand That Teamwork Doesn’t Always Work 119\u003c\/p\u003e \u003cp\u003eEffective Leaders Are Good Communicators 120\u003c\/p\u003e \u003cp\u003eEffective Leaders Make Every Meeting Work for Them 121\u003c\/p\u003e \u003cp\u003eEffective Leaders Know How to Negotiate 122\u003c\/p\u003e \u003cp\u003eEffective Leaders Are Considerate 124\u003c\/p\u003e \u003cp\u003eEffective Leaders Don’t Become Buddies With Their Employees 125\u003c\/p\u003e \u003cp\u003eEffective Leaders Sometimes Zig When Others Zag 125\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 10 Build Your Business Like a Go-Cart 127\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding the Go-Cart, Step by Step 129\u003c\/p\u003e \u003cp\u003eConclusion 133\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAPPENDIX Do You Need the Mindset of a Champion to Succeed in Business\u003c\/b\u003e? 135\u003c\/p\u003e \u003cp\u003eHow to Use Humor in Business 139\u003c\/p\u003e \u003cp\u003eMust You Be Cutthroat to Succeed in Business? 144\u003c\/p\u003e \u003cp\u003eThe Unexpected Side Effects of Making Money (and How to Avoid Them) 149\u003c\/p\u003e \u003cp\u003eThe Time-Management System That Works for Me 155\u003c\/p\u003e \u003cp\u003eAbout the Author 159\u003c\/p\u003e \u003cp\u003eIndex 161\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48866366947671,"sku":"9781118178447","price":17.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118178447.jpg?v=1722278308","url":"https:\/\/bookcurl.com\/products\/the-reluctant-entrepreneur-9781118178447","provider":"Book Curl","version":"1.0","type":"link"}