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Founder of the Northern California Association of Entrepreneurs

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Avoid Pitfalls & Enjoy Your Business More

The First Step in Finding the Answers is Knowing the Questions

The Commonsense Entrepreneur is Released Simultaneously in 3 Formats

My first business book, The Commonsense Entrepreneur, is now available in paperback, as an eBook, and an audiobook.

The eBook has already received praise ("Wow! This is great!"—Derek Sivers, Founder of CD Baby) and the audiobook can't possibly fail—it's the complete unabridged contents of the hardbound book, read by yours truly. (Another testimonial, this time from Kristine P. Jones: "Your voice is sexy as hell." Hey, I don't write 'em, I just report 'em.)

Watch the Video

I Can Hear You Thinking:

"Don't You Want My Email Address?"

Sure I do. Feel free to go to contact form and tell me who you are and how much you love the book, or me, or whatever. But, no, you don't have to give me anything to download the free chapter. Free means without cost. Sharing your contact information is a cost, and I don't deserve that payment until I've earned it by providing real value.

Of course, if you absolutely love Chapter One of The Commonsense Entreprenuer I want you to come back and buy the paperback, the eBook, or the audiobook. (In fact, if you buy the paperback, you can download the other two formats immediately, while we're getting your book ready to ship.)

What's in it for You?

When I was a kid in Wisconsin, every little stream had a wooden bridge over it. Sometimes one of the boards would rot—but it would rot from the inside, so you didn't know it was rotten 'til you put your foot through it.

Those of us who choose to create our own businesses are usually pretty good at what we do. You realize, though, that there are things you don't know. So, you get help, or learn something, or if you can, avoid them.

But what about the things you don't know you don't know?

Anyone who tells you they have all the answers is lying. I don't have all the answers; I just want to be sure you know what the questions are. The purpose of The Commonsense Entrepreneur is to help you ferret out the things you don't know you don't know, before you put your foot through the bridge.

It's more of a 'why to' than a 'how to'—it deals very much with how people think, including us!

But Wait; There's More!

Order any version of The Commonsense Entrepreneur and get, absolutely free, the digital download of Jerry Kennedy's Motivation 101: 5 Steps to Activate Your Potential in Any Economy. It normally sells for $29.97 (yeah; that's more than most versions of my book!) but Jerry and I each believe in the other's message and want to share the love.

Table of Contents

Here's a look at the kind of stuff this book is packed with.

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