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Table of Contents
Foreword A Quest for the Essence of Entrepreneurship xiii
The Unstoppables in Seven Sentences xxi
Introduction How the Chairman of Rackspace, Some Navy SEALs, and a Few Israeli Innovators Came Together and Discovered the Heart of Entrepreneurship 1
Entrepreneur Problem, Entrepreneur Solution 3
Our Road Trip 5
The Big A-Ha!’s 5
Part I: Big Ideas About You 7
Part II: Your UnStoppable Tool Kit 8
Part III: Conclusion: Us 9
The Power That’s Waiting 9
A Word About Language 10
Part I Big Ideas About You 13
Chapter 1 Who is an Entrepreneur and What Do They Do, Really? 15
Opinions: Everybody’s Got One . . . 16
Who’s Going to Make it through Hell Week? 18
Here’s What We Do Know 19
. . . And So Do Most Five-Year-Olds 20
The Entrepreneur’s Real Difference 21
What Do They Dream About? 21
From Entrepreneurial to Entrepreneur 23
Big Wide Tent 23
Not Just for Start-Ups 24
Not Just for CEOs 25
What it Adds Up to 26
Chapter 2 Accelerated Proficiency 29
Wax on, Wax Off 30
The Krav Maga Kids 31
Accelerated Proficiency 101 32
The Four Steps for Accelerated Proficiency 34
The Law of Motion 34
How to Do Anything the AP Way 35
Think on Your Feet 36
Simple Beats Complicated 37
Define the Center—And Go All in 38
Chapter 3 Emotional Mechanics: What Only Neuroscientists, Your Friends in the SEALs, and the Israeli Army Will Tell You 39
What is Emotional Mechanics? 41
Examples All around Us 42
Understanding Fear 43
Fear and the Brain 44
Fear’s Achilles’ Heel 45
The Power of Risk 46
The Power of Failure 48
The Power of Obstacles 50
The Love Advantage 52
The Unsurpassed Power of Belief 54
Chapter 4 How to Master Emotional Mechanics Like the Experts 57
True Team: The Number One Fear Tamer 58
The Mental Magic of Reframing 59
The Secret of Self-Talk 62
Micro-Scripts are the Self-Talk Secret 62
The Simple Power of “Knowing What to Do” 63
Procedures and Automatics 64
Extinguishing 65
Fear Training 66
Fear Energy Turned Around 66
Goodness 67
Part II Getting Down to Business: Your UnStoppable Tool Kit 69
Chapter 5 School of Everything You Need to Know (in an Hour) 71
Orientation 71
The Optimizers versus the Entrepreneurs 73
The Challenge for Any Company 75
Our Mission at Accelerated Proficiency U. 76
Chapter 6 The Big Picture in an Hour: Ideas, People, and Execution 79
Everything You Need to Know about Ideas 80
What All Business Ideas Must Do 91
Chapter 7 Big Picture (Continued): People and Execution 93
People 93
Founding Teams Always Have an Edge 94
People and Culture, Day One 95
Give before You Get 96
What Employees Want 97
What Customers Want 97
What Everyone Else Wants 99
Execution 99
The Law of the Laser 100
Data Makes You Dumber 103
Practice with Live Rounds 104
Ask, Ask, Ask is How You Receive 106
Chapter 8 The UnStoppable Six: How to Run a Billion-Dollar Business or a Start-Up the Rackspace Way (in about an Hour) 109
The Piper Cub Principle 110
The UnStoppable Six 111
The Strategic Three 112
The Tactical Three 113
Business Planning: Make the UnStoppable Six Your Template 116
Chapter 9 Everything You Need to Know about Your Unique Difference (in about an Hour) 119
“Where is the Center?” 119
Specific is Terrific 120
No Difference? Then You’re a Commodity 121
There’s Always a Difference—If You Know Where to Look 122
Anatomy of a Selling Difference 123
The One Item of Carry-on Rule 123
Your Dominant Selling Idea 124
How Rackspace Discovered Its Difference 130
The Universal Paradox 132
Other People’s Heads are All That Counts 133
Chapter 10 Everything You Need to Know about True Teams (in about an Hour) 135
The Roots of Small, Super-Powered Teams 137
True Teams 138
How an UnStoppable Culture Nurtures Teams 141
Fish Camp 142
Big, Simple Cultural Symbols 143
True Teams at Rackspace: The Untold Story 145
Chapter 11 Everything You Need to Know about Succeeding with Customers (in about an Hour) 149
Today the Saying Needs a Tweak 150
What’s a Customer? 151
Succeeding with Customers 152
Customer Psychology 152
The Most Important Principle of All: Wear Your Values on Your Sleeve 157
Chapter 12 Everything You Need to Know about Making Yourself Famous (in about an Hour) 163
Caution: Famous Works Both Ways 164
Branding 101 165
The Four-Line Elevator Pitch 177
How Name, Frame, and Claim Made Rackspace a Multibillion-Dollar Company 178
Chapter 13 Everything You Need to Know about Creating Revenue, a.k.a. Selling (in about an Hour) 181
Marketing without Sales is Like Motherhood without Sex 181
The “Selling is Evil” Myth 183
The Five Universal Steps to Selling 184
The X Factor in Selling 195
Teach Yourself to Sell the Accelerated Proficiency Way 195
How Much Revenue? Just Break Even 196
Chapter 14 Everything You Need to Know about Perfecting Your First Product (in about an Hour) 199
Professionals Make it Real, Not Ideal 199
Remember, Nobody Wants 57 Features; They Want 1 Done Best 200
Which Data to Listen to, Which to Throw Away? 204
UnStoppable Themes 206
Part III Conclusion: Us 209
Chapter 15 Entrepreneur Country and the E-Companies 211
The Stakes are the Same 212
How We Can Do it 213
The Entrepreneurial Groundswell is Happening 214
Teaching to the Essence 215
The E-Companies 216
Fear Cultures 217
Belief Cultures: How They Happen 218
Managing to Strengths 220
New Entrepreneurs and Enterprises Spawned 220
Welcome to the Arena 222
Acknowledgments 225
Index 229
