The Facts of Business Life: What Every Successful Business Owner Knows that You Don tISBN: 978-1-118-09496-9
Hardcover
336 pages
October 2012
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Foreword xi
Acknowledgments xv
Introduction xix
Chapter 1: The Facts of Business Life 1
The Facts 3
The Business Life Cycle 9
Chapter 2: The Five Levels of Business Success 13
Level 1: Ownership and Opportunity 17
Level 2: Creating Your Company’s DNA 22
Level 3: From Survival to Success 27
Level 4: Maintaining Success 32
Level 5: Moving on When It’s Time to Go 37
Chapter 3: Fact 1: If You Don’t Lead, No One Will Follow 45
Level 1: Ownership and Opportunity 50
Level 2: Creating Your Company’s DNA 56
Level 3: From Survival to Success 62
Level 4: Maintaining Success 72
Level 5: Moving on When It’s Time to Go 77
Chapter 4: Fact 2: If You Don’t Control It, You Don’t Own It 87
Level 1: Ownership and Opportunity 89
Level 2: Creating Your Company’s DNA 93
Level 3: From Survival to Success 98
Level 4: Maintaining Success 103
Level 5: Moving on When It’s Time to Go 111
Chapter 5: Fact 3: Protecting Your Company’s Assets Should Be Your First Priority 121
Protecting Tangible and Intangible Assets 125
Protecting Products or Services 126
Protecting People 127
Level 1: Ownership and Opportunity 129
Level 2: Creating Your Company’s DNA 134
Level 3: From Survival to Success 142
Level 4: Maintaining Success 150
Level 5: Moving on When It’s Time to Go 159
Chapter 6: Fact 4: Planning Is About Preparing for the Future, Not Predicting It 167
The Elements of a Proper Business Plan 170
Level 1: Ownership and Opportunity 172
Level 2: Creating Your Company’s DNA 175
Level 3: From Survival to Success 179
Level 4: Maintaining Success 182
Level 5: Moving on When It’s Time to Go 187
Chapter 7: Fact 5: If You Don’t Market Your Business, You Won’t Have One 193
The Elements of Marketing 196
Level 1: Ownership and Opportunity 198
Level 2: Creating Your Company’s DNA 204
Level 3: From Survival to Success 212
Level 4: Maintaining Success 218
Level 5: Moving on When It’s Time to Go 224
Chapter 8: Fact 6: The Marketplace Is a War Zone 235
The Products or Services You Sell 238
How Your Business Operates 240
How Your Business Competes—The “X” Factor 241
Level 1: Ownership and Opportunity 242
Level 2: Creating Your Company’s DNA 250
Level 3: From Survival to Success 256
Level 4: Maintaining Success 264
Level 5: Moving on When It’s Time to Go 272
Chapter 9: Fact 7: You Don’t Just Have to Know the Business You’re In, You Have to Know Business 279
Product 281
People 282
Accounting and Finance 283
You 284
Level 1: Ownership and Opportunity 285
Level 2: Creating Your Company’s DNA 293
Level 3: From Survival to Success 300
Level 4: Maintaining Success 307
Level 5: Moving on When It’s Time to Go 314
Conclusion 323
About the Author 325
Index 327
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