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Index
Cover Contents Title Copyright Dedication Foreword Acknowledgments Chapter 1: The Art of Being Unreasonable
Being Unreasonably Unreasonable Discovering the Art of Unreason
Chapter 2: Why Not? The Powerful Question
“Why Not?” as the First Step to Success Nothing Sets Me Off More Than Being Told I Can’t Do Something “Why Not?” Should Be Something You Ask Every Day
Chapter 3: Forget Conventional Wisdom
Conventional Wisdom Strangles Innovation Innovation Is a Permanent Revolution Success Is a Starting Point, Not a Conclusion Nothing Lasts Forever Look Outside Your Personal and Professional Comfort Zone
Chapter 4: Do Your Homework No Matter How Much Time it Takes
Don’t Waste Time on Shortcuts—They’re Usually Dead Ends Pay Attention to History Is Core Competency Just Another Term for Complacency? Once You’ve Done Your Homework, Put in the Long Effort—It Will Pay Off in Unexpected Ways Big Ideas Don’t Happen in a Moment You Can’t Do it All Yourself, So Ask Questions and Delegate
Chapter 5: The Value of Being Second
Follow the Smart First Movers Markets Evolve and First Movers Sometimes Can’t, or Won’t, Keep Up First Movers Always Leave Some Room—You Just Need to Find It Study a First Mover’s Failure for Clues to Success Whether You’re the First Mover, the Second, or the Last—Just Keep Moving
Chapter 6: How to Work 24/7 and Still Get 8 Hours of Sleep
Work Doesn’t Have to Be Your Life, But Your Life Is Your Work Know What You Have to Do, Which Is Less Than You Think Not Everyone Needs 8 Hours Setting Priorities Means Being Disciplined, But Not Rigid If You Can’t Delegate, It’s Not Them, It’s You Try Saying “Let’s Move On”—Even to Me
Chapter 7: Bright and Young Is a Winning Combination
Sometimes You Are What You Wear Interviews Don’t Have to Be Tricky Qualifications Are Almost Everything How to Keep ’Em Once You Hire ’Em Youth Can Be a Risky Bet Older People Can Be Young Too
Chapter 8: Risk
Clinging to Safety Is More Irrational Than Taking Risk Asking the Key Questions Risk Can Be Contagious—Don’t Catch the Deadly Kind Never Bet the Farm—Or Even Half the Farm
Chapter 9: How to Get Results
Make Sound Promises and Offer Something in Return Perfect Your Pitch, and Make it Big
Chapter 10: Leverage
Some Straight Talk About the Mother of All Loans—Your Mortgage Spread the Wealth—How to Leverage Doing Good Extend the Power of Your Dollar—Find Money That Costs Less Than Yours Leveraging People and Effort Works Just as Well as Leveraging Money
Chapter 11: Marketing
Know Your Customers and What Moves Them Focus on Value Because Your Customers Will Market Like a Major Player, but Don’t Spend Like One Make What You’re Selling Matter—From the Name and Slogan on Down Selling a Cause Requires More than Conviction
Chapter 12: Investing
Don’t Fear Risk, But Don’t Take One if You Don’t Have to Focus on Picking an Advisor, Not Stocks Diversify or Die Volatility Happens
Chapter 13: Negotiation
How to Make a Sound Offer Every Time In a Good Negotiation, Everybody Wins Never Be Afraid to Ask Surviving the Silences and the Stares—Stay Unemotional and Disciplined Be Ready to Say Yes and Don’t Sit Down Unless You Can Make a Decision Don’t Swing Wildly—Start Close to Where You Want to End Up Never Forget What Makes the Other Guy Tick
Chapter 14: The Logic of Being Logical
A Logical Idea Is One That Makes You Say, “Why Didn’t I Think of That?” Like Wine, an Idea May Need to Age
Chapter 15: I Ain’t Nothing but a Hound Dog
Go After Big Game Whether or Not You Succeed, You Have to Keep Hunting Unreasonable Persistence Produces Big Payoffs Even the Unreasonably Persistent Must Know When to Quit
Chapter 16: Is That the Best You Can Do? Motivating People by Challenging Them
High Expectations and Shared Challenges Create Loyalty Nothing Motivates Like Achievement What’s Better Than Praise—Money and Higher Expectations Fear Is Not a Motivator—It Only Gets You Unhappy Employees and Poor Work Whether You Succeed or Fail, Keep Moving
Chapter 17: Competition
Just Because There’s a Winner Doesn’t Mean There’s a Loser Architecture—The Purest Form of Competition The Unexpected Pluses of Architecture Competitions Concept Over Cost
Chapter 18: It’s Better to Be Respected Than Loved
Disagreement Is Healthy—Learn How to Distinguish it from Dissent Good Principles Are Portable—Stick to Them Let Go of Power Before You Let Go of Principles Don’t Become Ensnared by Egos—Not Even Your Own If You’re in the Way, Move Nothing Wins People Over Like Success
Chapter 19: Giving Back
Everyone Can Be a Philanthropist—Not Just the Rich Don’t Just Give it Away—Look for the Place to Make a Difference Start Giving Now—And it Doesn’t Have to Be Money Be a Philanthropic Game Changer—Start Local and Think Like an Entrepreneur
Chapter 20: Education: Never Let a Crisis Go to Waste
The World Is Moving Forward, but American Education Is Stagnant If There’s a Crisis, Get Involved and Make a Change Big Goals and Big Results Taking Big Risks Means Getting Big Pushback
Chapter 21: The Unreasonableness of Art and Artists
Why I Collect Doing Homework—Even for an Avocation—Will Deepen Your Experience Pursuing a Passion Sometimes Means Casting Aside Your Business Sense How Not to Get Distracted by Your Passion A Passion Is Not a License to Spend For Even Greater Rewards, Share What You Love
Chapter 22: Reflections and Second Thoughts
My Parents’ Unintentional Gift My Sons and My Choice—On That Elusive Work-Life Balance Don’t Let Others Define Your Failures or Your Successes My Proudest Moments—They May Not Be What You Think I Hope My Greatest Achievement Is Yet to Come The Best Move I Ever Made
Appendix Supplemental Images Index
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