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Full Description
The profit principle is the only secret to good business you'll ever need to know. Success in business has little to do with investment capital, a business plan or office space. Success comes from applying the four-part profit principle. Discover how you can turn what you know into what you do, and launch a successful, sustainable venture without spending (or borrowing) a cent. It's a process that's simpler than you think and already within reach.
Most books on starting a business don't extend further than the practicalities: plans, finance, accounting, equipment and so on. There are so many books on this topic, and their advice is often similar and predictable; rarely do they offer a new perspective or directions for a smarter approach. The motivational books that also serve this market may read well, but they often lack the substance on which to base sound business decisions and actions.
If you want to run your own business and don't already, stop and ask yourself why not? The Profit Principle is a modern classic that will revolutionise your thinking on what it takes to succeed and inspire you to get started.
Contents
About the authors v
Acknowledgements vii
Introduction ix
Part I: The profit principle
1 Introducing the profit principle 3
2 Let's not start at the beginning 11
3 Your first product is you 19
4 Start by making money, not spending it 25
5 The customer doesn't owe you their business 29
6 Fishbones are small, but you can choke on them 39
7 How to remember something you never knew 45
8 Curiosity is the key 53
9 The myth of perpetual motion 59
10 Don't fall into the investment trap 67
11 Time is money, so take your time 75
12 Take your costs and double them 81
Part II: Negotiation and partnership with the profit principle
13 We don't need another hero! 91
14 Talk is cheap, so keep on talking 97
15 Don't talk until you see the whites of their eyes 105
16 Pick your battles, and prepare for peace 115
17 What's in it for me? 121
18 Taking control means keeping control 131
Part III: Growing with the profit principle
19 Perfection is the enemy of progress 141
20 Small businesses stay small 147
21 How to be big without being big 155
22 Don't stare at the horizon just to trip on the road 161
23 Find the right people and let them get on with their jobs 167
24 The bicycle balance 175
25 There's no beginning, there'll be no end 179
Final thoughts 185
Index 193
