| Foreword by Michael Dell, Chairman and CEO of Dell | p. xi |
| Introduction | p. xvii |
| The Start-Up Playbook: How to Turn a Simple Idea into a High-Growth Company | p. 1 |
| Allow Yourself Time to Recharge | p. 1 |
| Have a Big Dream | p. 3 |
| Believe in Yourself | p. 5 |
| Trust a Select Few with Your Idea and Listen to Their Advice | p. 7 |
| Pursue Top Talent as If Your Success Depended on It | p. 8 |
| Sell Your Idea to Skeptics and Respond Calmly to Critics | p. 9 |
| Define Your Values and Culture Up Front | p. 11 |
| Work Only on What Is Important | p. 12 |
| Listen to Your Prospective Customers | p. 13 |
| Defy Convention | p. 14 |
| Have-and Listen to-a Trusted Mentor | p. 14 |
| Hire the Best Players You Know | p. 15 |
| Be Willing to Take a Risk-No Hedging | p. 18 |
| Think Bigger | p. 20 |
| The Marketing Playbook: How to Cut Through the Noise and Pitch the Bigger Picture | p. 23 |
| Position Yourself | p. 23 |
| Party with a Purpose | p. 25 |
| Create a Persona | p. 27 |
| Differentiate, Differentiate, Differentiate | p. 28 |
| Make Every Employee a Key Player on the Marketing Team, and Ensure Everyone Is On Message | p. 33 |
| Always, Always Go After Goliath | p. 34 |
| Tactics Dictate Strategy | p. 37 |
| Engage the Market Leader | p. 39 |
| Reporters Are Writers; Tell Them a Story | p. 40 |
| Cultivate Relationships with Select Journalists | p. 41 |
| Make Your Own Metaphors | p. 44 |
| No Sacred Cows | p. 44 |
| The Events Playbook: How to Use Events to Build Buzz and Drive Business | p. 47 |
| Feed the Word-of-Mouth Phenomenon | p. 47 |
| Build Street Teams and Leverage Testimony | p. 49 |
| Sell to the End User | p. 52 |
| The Event Is the Message | p. 54 |
| Reduce Costs and Increase Impact | p. 57 |
| Always Stay in the Forefront | p. 60 |
| The Truth About Competition (It Is Good for Everyone) | p. 60 |
| Be Prepared for Every Scenario...and Have Fun | p. 61 |
| Seize Unlikely Opportunities to Stay Relevant | p. 63 |
| Stay Scrappy...but Not Too Scrappy | p. 65 |
| The Sales Playbook: How to Energize Your Customers into a Million-Member Sales Team | p. 67 |
| Give It Away | p. 67 |
| Win First Customers by Treating Them Like Partners | p. 69 |
| Let Your Web Site Be a Sales Rep | p. 72 |
| Make Every Customer a Member of Your Sales Team | p. 73 |
| Telesales Works (Even Though Everyone Thinks It Doesn't) | p. 76 |
| Don't Dis Your First Product with a Discount | p. 78 |
| Sales Is a Numbers Game | p. 79 |
| Segment the Markets | p. 80 |
| Leverage Times of Change | p. 82 |
| Your Seeds Are Sown, so Grow, Grow, Grow | p. 86 |
| Land and Expand | p. 95 |
| Abandon Strategies That No Longer Serve You | p. 96 |
| Old Customers Need Love | p. 97 |
| Add It On and Add It Up | p. 98 |
| Success Is the Number One Selling Feature | p. 100 |
| The Technology Playbook: How to Develop Products Users Love | p. 103 |
| Have the Courage to Pursue Your Innovation-Before It Is Obvious to the Market | p. 103 |
| Invest in the Long Term with a Prototype That Sets a Strong Foundation | p. 106 |
| Follow the Lead of Companies That Are Loved by Their Customers | p. 107 |
| Don't Do It All Yourself; Reuse, Don't Rebuild | p. 109 |
| Embrace Transparency and Build Trust | p. 110 |
| Let Your Customers Drive Innovation | p. 115 |
| Make It Easy for Customers to Adopt | p. 119 |
| Transcend Technical Paradigms | p. 120 |
| Provide a Marketplace for Solutions | p. 125 |
| Harness Customers' Ideas | p. 127 |
| Develop Communities of Collaboration (aka Love Everybody) | p. 131 |
| Evolve by Intelligent Reaction | p. 132 |
| The Corporate Philanthropy Playbook: How to Make Your Company About More Than Just the Bottom Line | p. 135 |
| The Business of Business Is More Than Business | p. 135 |
| Integrate Philanthropy from the Beginning | p. 139 |
| Make Your Foundation Part of Your Business Model | p. 140 |
| Choose a Cause That Makes Sense and Get Experts on Board | p. 144 |
| Share the Model | p. 146 |
| Build a Great Program by Listening to the Constituents | p. 148 |
| Create a Self-Sustaining Model | p. 153 |
| Share Your Most Valuable Resources-Your Product and Your People | p. 156 |
| Involve Your Partners, Your Vendors, Your Network | p. 159 |
| Let Employees Inspire the Foundation | p. 161 |
| Have Your Foundation Mimic Your Business | p. 166 |
| The Global Playbook: How to Launch Your Product and Introduce Your Model to New Markets | p. 169 |
| Build Global Capabilities into Your Product | p. 169 |
| Inject Local Leaders with Your Corporate DNA | p. 170 |
| Choose Your Headquarters and Territories Wisely | p. 172 |
| Box Above Your Weight | p. 175 |
| Scale Without Overspending | p. 176 |
| Understand Sequential Growth | p. 177 |
| Uphold a One-Company Attitude Across Borders | p. 178 |
| Follow Strategy, Not Opportunity | p. 179 |
| Going Far? Take a Partner. Going Fast? Go Alone | p. 180 |
| Fine-Tune Your International Strategy | p. 182 |
| Send Missionaries to Build New Markets | p. 186 |
| Handle Global Disputes with Diplomacy (aka Light and Love) | p. 188 |
| Edit an Overarching Outlook | p. 192 |
| Bring Old Tricks to New Regions | p. 196 |
| Don't Use a "Seagull Approach"; the Secret to Global Success Is Commitment | p. 198 |
| The Finance Playbook: How to Raise Capital, Create a Return, and Never Sell Your Soul | p. 201 |
| Don't Underestimate Your Financial Needs | p. 201 |
| Consider Fundraising Strategies Other Than Venture Capital | p. 203 |
| Use Internet Models to Reduce Start-Up Costs | p. 206 |
| Set Yourself Up Properly from the Beginning, Then Allow Your Financial Model to Evolve | p. 207 |
| Measure a Fast-Growing Company on Revenue, Not Profitability | p. 208 |
| Build a First-Class Financial Team | p. 209 |
| Be Innovative and Edgy in Everything You Do-Except When It Comes to Your Finances | p. 210 |
| When It Comes to Compliance, Always Play by the Rules | p. 215 |
| Focus on the Future | p. 218 |
| Allow for Change as Your Company Grows | p. 220 |
| The Leadership Playbook: How to Create Alignment-the Key to Organizational Success | p. 225 |
| Use V2MOM to Focus Your Goals and Align Your Organization | p. 225 |
| Use a Top-Down and Bottom-Up Approach | p. 230 |
| Build a Recruiting Culture | p. 233 |
| Recruiting Is Sales | p. 236 |
| Keep Your Standards High as You Grow | p. 239 |
| How to Retain Top Talent | p. 242 |
| The Importance of Mahalo | p. 244 |
| Foster Loyalty by Doing the Right Thing | p. 246 |
| Challenge Your Best People with New Opportunities | p. 247 |
| Solicit Employee Feedback-and Act On It | p. 249 |
| Leverage Everything | p. 252 |
| The Final Play | p. 255 |
| Make Everyone Successful | p. 255 |
| Notes | p. 261 |
| Acknowledgments | p. 265 |
| About the Authors | p. 269 |
| Index | p. 271 |
| Table of Contents provided by Ingram. All Rights Reserved. |
