INDEX
The 7 Habits of Highly Effective People
A
accountability, culture of
accounts payable
advertising campaign, Unique Selling Proposition and
advice
African Business & Trade
Agassi, Andre
agenda
Ali, Muhammad
American Writers & Artists Inc.
angel investors
Apple
apprenticeship
art gallery
Ash, Mary Kay
authority
AWAI. See American Writers & Artists Inc.
B
balance sheet
bandwagon, jumping on
Barnard (The furniture shop owner)
Ben and Jerry’s
benefits
deeper benefits versus
features versus
Bezos, Jeff
Bloomberg, Michael
Blue Ribbon Sports
Bonaparte, Napoleon
Bonner, Bill
Boothman, Nicholas
Borders Books
Borders, Louis
bottom-line goal
Bowerman, Bill
Breakthrough Advertising
Buffett, Warren
build on what you know
business owner
would-be
successful
business plan, foundation of
business relationships
getting more from
maintaining
rewards of
business success
cutthroat and
mindset and
business
bad reasons to start own
day job and
educating self about
financing
foundation of
launching
learning
starting
success
ten commandments of
use of humor in
C
calculated risk
Caples, John
career-building contacts, making
Carnegie, Andrew
Carnegie, Dale
Carson, Johnny
cash
cash flow, generating
caution
Chamber of Commerce
champion, mindset of
Changing the Channel
charisma
Cialdini, Robert
Clinton, Bill
Cohen, Ben
communicators, leaders as
compensation
CEO
determining own
competition, cooperation versus
competitive edge
conceit of outside knowledge
Confucius
connections, making
consideration
control, maintaining
cooperation, competition versus
copy, marketing
Covey, Stephen
Crazy Dave
Crosby, John C.
customer standards, setting high standards for
customers
respect for
cutthroat, business success and
D
daily planning
David, Larry
day job
starting a business and
when to quit
deadlock
decisions, fast
deeper benefits, benefits versus
delegation
Dell
Demosthenes
design, finalizing
development, product
differences, value-creating
direct marketing
Disney, Walt
Disraeli, Benjamin
Donatello
Drucker, Peter F.
durable competitive advantage
E
Ellis, John
employee-employer relationship
employees, as investments
entrepreneurial type, myth
Esther’s Health Soup
F
fear, using
features, benefits versus
feedback
Ferriss, Tim
financing the business
flattery
Florida Atlantic University
The Four Hour Work Week
Fox, Jeffrey F.
Franklin, Benjamin
G
gambling
Gates, Bill
GE
goal, bottom-line
Godin, Seth
Goldstein, Noah
Greenfield, Jerry
H
Hahn, Fred E.
Hefner, Hugh
Hightower, Jim
Holmes, Oliver Wendell
Hopkins, Claude
How to Become a Rainmaker
How to Make People Like You
How to Make Your Advertising Make Money
Huizenga, Wayne
humor, using in business
I
Iacocca, Lee
ideas
generating support for
selling to your organization
If You’re Clueless About Starting Your Own Business
Influence: The Psychology of Persuasion
inspire
J
job, when to quit
Johnson, Jeff
Jordan, Michael
journeyman
K
Kiam, Victor
Kiyosaki, Robert
Knight, Philip
Kroc, Ray
L
Lastman, Pieter
leadership
The Leap
learning the business
Leno, Jay
Letterman, David
long-term profits, short-term results versus
M
Marden, Orison Swett
marketing copy, writing
marketing
direct
product
Martin, Steve J.
Mary Kay Cosmetics
master communicators
master-in-training
Maugham, W. Somerset
McDonald’s
McKinley, Liz
meetings
Mellon, Andrew W.
mentor
mentor, finding
Metro, Marty
Michelangelo
micromanaging
Microsoft
money
respecting
side effects of making
motivate
motivating others, leaders
mutually-beneficial partnerships, seeking
N
National Venture Capital Association
needs, wants versus
negotiation
networking
Nicholas, Ted
Nike
novice
O
O’Connor’s Pub
offer, picking
Ogilvy on Advertising
Ogilvy, David
online publishing
OPM. See other people’s money
Optimum Selling Strategy (OSS)
OSS. See Optimum Selling Strategy
other people’s money
others, learning from
outside knowledge, conceit of
overwork
own business, bad reasons to start
owners, successful
P
partnerships, mutually beneficial
pay, CEO
Peace Corps
persistence
personal encounters, making count
persuasion, mastering art of
Pinnacle Petroleum
politics, work versus
Portland State University
positive cash flow, generating
product development
product
adding value to
finding the right one to sell
marketing
profit statements
profits
reinvesting
results versus
R
Ready, Fire, Aim
Ready, Fire, Aim
relationships
employee-employer
maintaining
reluctant entrepreneur
Rembrandt
results, profits versus
Rich Dad, Poor Dad
Ridicule
right product, finding to sell
risk, reality of
Robbins, Tony
Rockefeller, John D.
Rosten, Leo C.
S
Schwartz, Eugene M.
Scientific Advertising
SCORE
Seinfeld, Jerry
selling
Seven Years to Seven Figures
sharing, competition versus
short-term results, long-term profits versus
side business
day job and
success
side effects of making money
Six Degrees of Separation
Small Business Administration
Smith, Rick
stalemate
Starbucks
starting business, day job and
Stern, Howard
success trap
success
learning from others
side business and
successful business, launching
superstar organization, structuring
superstar potential, recognizing
superstars
finding
motivating
Swinmurn, Nick
T
T-Bone
teamwork
temper, controlling
ten commandments of business
Tested Advertising Methods
Tiffany & Co.
Tiger brand shoes
time management
time-management system
trade journals
trade shows
Tribby, MaryEllen
Trump, Donald
U
U.S. Small Business Administration
Unique Selling Proposition (USP)
advertising campaign and
University of Oregon
urgency, sense of
using fear
USP. See Unique Selling Proposition
V
value-creating differences
value, adding to product
venture capitalists
Venture, Ken
von Goethe, Johann Wolfgang
W
wants, needs versus
Waste Management
Webvan
Welch, Jack
White, Hugh
Whole Foods Market
Williams, Serena
Williams, Venus
Winfrey, Oprah
Woods, Tiger
work ethic
work, politics versus
worst-case scenario
Y
Yes! 50 Scientifically Proven Ways to be Persuasive
Z
Zappos