---

Currently Writing

The purpose of 'The Commonsense Entrepreneur' is to provide a self-analysis checklist for entrepreneurs. When it comes to the skills we use (or would like to use) to make a living, many of us are self-taught. Often this leaves holes in our education. Some we're aware of, others, we're not. This book will help ferret out the latter and allow them to be filled in before they cause problems. But it's more of a 'why to' than a 'how to'—it deals very much with how people think, including us!

---

---

Table of Contents

1. A Note on Listening, Libations and Locations
2. Introduction
   1. Mentoring AID
   2. Napoleon Called; Your Bridge is Ready
      1. What's a Miniature World Conqueror to Do?
   3. I'm Not Going to Teach You a Thing
3. Chapter One: How We Think
   1. I'm Unique, Just Like Everyone Else
   2. Relationships
   3. What Do They Want?
      1. There is no Reality; Only Perception
      2. It's Work
      3. The Most Beautiful Sound
      4. Emotional Bank Accounts
      5. Communication Mirroring
      6. I See What You're Saying
   4. Persuasion
      1. More Carrot, Less Stick
      2. Why Choose Lose/Lose?
      3. Compromise = Waste
      4. If I Could Change Your Mind
      5. More Carrot, Less Stick (Part II)
   5. Decisions, Decisions
      1. Too Many Choices
      2. The Meal Deal
      3. Not Enough Perceived Difference
      4. Not Enough Perceived Choices
      5. No One Likes Surprises
4. Chapter Two: Personal Habits
   1. Manners Matter
      1. He Started It!
      2. Arguments Cannot Be Won
      3. Your Default Setting
      4. Manners Still Matter
   2. It's Still Golden
   3. The Best Policy
   4. Hard to Earn, Easy to Lose
   5. Tactful, Not Tacky
   6. See You at Nine
      1. Don't Aggravate Lateness
      2. I Hear You Knocking
      3. Why We're Like This
   7. Social Skills
      1. Speech
      2. Yes, Sir; No, Ma'am
      3. There’s No Such Thing as Too Little Profanity
      4. Say It Loud, Say It Clear
      5. Phone
      6. Voice Mail
      7. Email
      8. Appearance
         1. There is no Reality; Only Perception, Part II
         2. Clothes
         3. My Shirt is My Opinion
         4. Modesty
         5. Non-Clothing Attire
   8. Cleanliness
      1. Your Person
      2. Your Environment
5. Chapter Three: Getting Things Done
   1. To Tell or Not To Tell?
   2. The Short Answer is There's No Short Answer
   3. Tools and Habits You Will Need
      1. Reading Well, and Often
      2. Writing Well
      3. Math is Critical. It Can Even Be Fun. Honest.
         1. Sometimes Math isn't About Numbers
         2. I Know a Guy
         3. How Many? How Long? How Often?
         4. Let Me Count the Ways
         5. Independent Subsequence and the Gambler's Fallacy
         6. How Accurate is That Measurement?
         7. Don't Average Averages
   4. Habits and Persistence
      1. If it Doesn't Cost You Your Life it isn't a Quest
      2. Don't Be a Quitter—Unless You Know How
   5. Planning
      1. The Steps of Progress
         1. Define
         2. Measure
         3. Analyze
         4. Improve
         5. Control
      2. Don't Overdo It
   6. Priorities
      1. Don't Sort Your To-Do List
      2. First Things First
      3. Big Things First
      4. On Time, Low Cost, Top Quality: Pick Two?
      5. Don't Wait for Perfect
      6. Time and Motion Economy
      7. Time Management Matrix
      8. Quadrant Two
      9. A System for Getting Things Done
   7. Performing
      1. Efficient with Machines, Effective with People
      2. Do Something!
      3. The Journey of a Thousand Miles
      4. Give Away Power to Maximize Power
      5. Asking for Help is Always an Option
      6. A Place for Everything and Everything in its Place
6. Chapter Four: Marketing
   1. Who To
      1. Use a Pole, Not a Net
      2. Birds of a Feather, Part I
      3. I Want You as My Customer!
      4. Interested Influential Indoctrinators
      5. Why You Want Fewer Customers
      6. More Golden Rule
      7. Cutting Edge & Perfection Can Be Your Enemy
   2. Why To
      1. Peacock Feathers
      2. I Don't See What You're Saying
      3. People Don't Buy What They Need, They Buy What They Want
      4. If You Can't Be #1, Be the New #1
      5. Adding the Free Prize
      6. Getting a Foot in the Door
      7. Green. Greener. There is No Greenest.
      8. Lack of Loyalty in the Workplace: The Good News & the Bad News
   3. How To
      1. Promise Big; Overdeliver
      2. Abstract is Out
      3. Bam!
      4. Nobody Wants Boring
      5. Tell Me a Story
      6. Try a Bite
      7. The Four Rules of Advertising (Don't Stop After #3!)
      8. Marketing is Like Dating
      9. Talking to Friends is Better Than Talking to Strangers
      10. Levels of Permission
      11. Creation and Innovation
      12. It's Not About You
      13. Marketing in Thirds
      14. Being the Best in the World in a Smaller World
      15. Keep It Simple
      16. More Tries Equals More Successes
      17. They're Not Mistakes, They're Learning Opportunities
      18. Your Greatest Challenge
7. Chapter Five: Operations Strategy
   1. Why To
      1. Usually Bee, but Sometimes Fly
      2. By Your Bootstraps
      3. Humility
      4. Napoleon Bridges
      5. Customer-Centric Thinking
      6. Cooperative vs. Individualist
      7. Eight Attributes of Excellence
      8. Birds of a Feather, Part II
      9. Embraceable Change
      10. Change, Constant Change
      11. Fearful Power
      12. Simplicity
      13. Adaptability
      14. Entrepreneurial Drive
   2. How To
      1. Mission Control (Vision, Too)
      2. Find a Mentor
      3. Use Freelancers
      4. Think Small
      5. Chunk
      6. Built-In Change
8. Chapter Six: Business Operations
   1. Staffing
      1. Why Hiring the Right People Matters
      2. It's Not About Mechanics
      3. Skills, Knowledge, and Talent
      4. How Talent is Formed
      5. Who to Hire
      6. The Opposite of Hiring
      7. Why Bad Employees Should Be Fired
   2. Managing People
      1. This is not Your Father's Management
      2. Respect for the Individual
      3. Responsibility and Authority
   3. Managing Money
      1. Pay Attention
      2. Keeping Honest People Honest
9. Chapter Seven: Customer Service
   1. What Do You Expect?
   2. Close to You
   3. Earning Tips
   4. Amazon.com Can't Live Without Me
   5. Everyone is not Equal
   6. What Do They Want? (Redux)
   7. Practical Efficiency as it Effects Customers
      1. They're Always On Your Mind
      2. Are You Sure That's What They Want?
10. Further Resources
    1. Recommended Websites
    2. Recommended Reading List

---

Recommended Reading List

Buckingham, Marcus and Coffman, Curt. First, Break All the Rules: What the World's Greatest Managers Do Differently. Simon & Schuster, 1999.

Carnegie, Dale. How to Win Friends and Influence People. Pocket, 1998.

George, Michael L. Lean Six Sigma for Service: How to Use Lean Speed and Six Sigma Quality to Improve Services and Transactions. McGraw–Hill, 2003.

Getting Real. 37signals, LLC, 2006.

Godin, Seth. All Marketers are Liars: The Power of Telling Authentic Stories in a Low Trust World. Portfolio Hardcover, 2005.

Godin, Seth. The Bootstrapper's Bible: How to Start and Build a Business With a Great Idea and (Almost) No Money. Upstart Pub Co, 1998.

Godin, Seth. The Dip: A Little Book That Teaches You When to Quit (and When to Stick). Portfolio Hardcover, 2007.

Godin, Seth. Free Prize Inside: The Next Big Marketing Idea. Portfolio Hardcover, 2004.

Godin, Seth. Permission Marketing: Turning Strangers Into Friends And Friends Into Customers. Simon & Schuster, 1999.

Godin, Seth. Purple Cow: Transform Your Business by Being Remarkable. Portfolio Hardcover, 2004.

Godin, Seth. Survival Is Not Enough: Zooming, Evolution and the Future of Your Company. Simon & Schuster, 2002.

Godin, Seth. Unleashing the Ideavirus. Hyperion, 2001.

Molloy, John T. Dress for Success. Grand Central Publishing, 1988.

Paulos, John Allen. Innumeracy: Mathematical Illiteracy and Its Consequences. Hill and Wang ,2001.

Peters, Thomas J and Waterman Jr, Robert H. In Search of Excellence: Lessons from America's Best–Run Companies. Harpercollins, 1982.

Strunk Jr, William and White, E B. The Elements of Style. Allyn & Bacon, 1999.

Young, Pam and Jones, Peggy. Sidetracked Home Executives. Grand Central Publishing, 2001.

---

[1] Each chapter in 'The Commonsense Entrepreneur' will include suggested listening, locations, and libations to enhance your reading and learning experience. I thought it would be fun. Note: although the CDs will be custom made, I respect intellectual property; any music included will be legally purchased. I thought you'd want to know.