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Foreword by Mark Cuban
I Shoulda Bought a Rubber Chicken Factory
1. Do You Have the Guts?
Ground rule #1: If you aren’t willing to take a few risks in marketing, become a bean counter.
2. What’s It Gonna Take?
Ground rule #2: When you aim for the top, you make important progress by just the aiming.
3. Pushing the Outrageous Envelope
Ground rule #3: There’s no risk in pushing the outrageous envelope.
4. Who Are You, Anyway?
Ground rule #4: If you correctly identify yourself, you can hit the jackpot.
5. Get Caught Up in Revenue
Ground rule #5: Examine the feet before you operate on the brain.
6. Hit ‘Em Where They Ain’t
Ground rule #6: If you mimic the market leaders, you’ll just add to their dominance.
7. Horse of Opportunity
Ground rule #7: When a rare opportunity comes along and you can’t test it, fly without a net.
8. New as a Way of Life
Ground rule #8: Take an experiment and make it part of your life. Do it again.
9. The Idea Champion
Ground rule #9: Champion the idea of Idea Champions.
10. Levels of Cream
Ground rule #10: Scoop it off the top and apply it to the bottom line.
11. Don’t Throw Your Money into a Tornado
Ground rule #11: Build your identity while you’re getting paying customers.
12. The Rubber Chicken Method
Ground rule #12: Get them going down that slippery slide and you have a chance of selling them something.
13. Two Rules to Forget
Ground rule #13: Toss out the old measurements. What’s it gonna take to dominate?
14. Differentiate Until You Sweat
Ground rule #14: Even when you don’t want to, differentiate.
15. What Have You Done Today?
Ground rule #15: If you have a tattoo, it should read: What have I done to make money for my company today?
16. Employees to Kill For
Ground rule #16: You need to make your employees outrageous if you expect outrageously wonderful results.
17. Outrageous Mosaic
Ground rule #17: Your mosaic should have colors of change, differentiation, outrageousness.
Dedication
Index
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