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Index
Introduction
Part One : The Business of Blood
1 . The Blood : It’s the Passion Flowing Through Your Business
2 . Know Your Market , Part I : Know it Like a Fan
3 . Passion vs . Business Acumen
4 . Bad Blood
5 . Brand
6 . Hire Yourself : Working While You’re Working
7 . Outside - In vs . Inside - Out
Part Two : Running It
8 . Building a Moat
9 . Innovation
10 . The Idea Is Not the Innovation
11 . Differentiation is a Promise
12 . Personalization
13 . Negotiation
14 . Assessments
15 . Collaboration
16 . Diversify
17 . Know Your Market , Part II : Know It Like A Scientist
18 . Adjustments
Part Three : Growing It
19 . Targets and Goals
20 . Meetings
21 . Bottom - Up Marketing
22 . Give Them What They Want
23 . Marketzilla
Part Four : Saving It
24 . Winds of Change
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