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Summary
Summary
Why stumble alone on a risky venture on your way to failure when you can tap into the best ideas and minds for increasing your chances for success
Most entrepreneurs have had to learn things the hard way--concepts such as: big ideas rarely make great businesses; laboring on a business plan can be a waste of time; and you will need dramatically more start-up money than you originally thought you did.
Lenoard Green, an experienced investor, entrepreneur, and business professor, has encapsulated together all the inside secrets, proven strategies, and mistakes experienced so that you can learn it all beforehand, rather than when all your capital is on the line.
Based on his popular Ultimate Entrepreneurship course, The Entrepreneur's Playbook explains how to:
Locate sure-bet opportunities for improving products Find funding Take calculated risks and minimize failure Get serious about positioning, distributing, and licensingStripping away the complexity favored by business schools and the hype of the technology sector, the book reveals eighteen down-to-earth principles and dozens of tactics for every kind of business. Plus, the invaluable instruction available for you is now interactive. Dozens of exercises are given throughout the book that can be submitted online for feedback.
Author Notes
Leonard C. Green is founder and chairman of the Green Group, teaches at Babson College, and was a major influence behind SoBe beverages and Blue Buffalo pet food. Paul B. Brown is a long-time contributor to The New York Times and former writer/editor of BusinessWeek , Forbes , and Inc ."
Reviews (2)
Booklist Review
Written in easily accessible, non-MBA language, this collection breaks 18 principles of business into digestible parts (though those parts aren't necessarily similar from chapter to chapter). There are brand case histories (e.g., Canyon Ranch and R. C. Bigelow); exercises, usually building on chapter content; and key takeaways, like everything is possible and involve customers in developing the company's future. Experienced businesspeople will no doubt recognize many of his tools and techniques: the SWOT (strengths, weaknesses, opportunities, and threats), the Pareto 80/20 rule, and the four steps to a repeatable successful future (act, learn, build, repeat). This is a narrative that's a bit scattered, yet all driven by solid experience. On one hand, reading a year's worth of Inc. magazine would probably net similar business advice to that offered here by consultant Green and coauthor Brown. On the other hand, they have distilled these principles from real life, from teaching, and from others' experiences for readers to take to heart, and follow.--Jacobs, Barbara Copyright 2017 Booklist
Library Journal Review
Despite the title, this book is not, thankfully, a playbook-it does not contain a list of the plays to make in the "game" of entrepreneurship, or a list of platitudes meant to inspire confidence, but not thought. Instead, Green (founder & chairman, the Green Group), with journalist Brown, offers advice on the aspects of starting a business that an entrepreneur may be reluctant to consider, such as begging for funding from family members, product distribution, failure, and how much free time a new business will absorb. Brief in length, so no topic is covered in great detail, it suggests unconventional ways of solving problems and provokes thought. Stories of successful entrepreneurs are offered, but instead of presenting each account as a model to be followed, the authors ask readers to take apart and question the choices the founders made. A great read for anyone who enjoyed Dan Shapiro's Hot Seat. VERDICT Succinct, smart, and unexpected advice on starting and running a business.-Jessica Spears, Brooklyn P.L. © Copyright 2017. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.
Table of Contents
A Special Offer | p. ix |
A Quick Word Before We Begin | p. xi |
Principle 1 Find a Marketplace Challenge That Needs to Be Solved or Improved | p. 1 |
Principle 2 A Better Mousetrap Is Not Enough | p. 15 |
Principle 3 If You Ain't Passionate About Your Idea, No One Else Will Be | p. 32 |
Principle 4 Experiment! | p. 45 |
Principle 5 If You Are Not Failing (Occasionally), You Are Not Aiming High Enough | p. 52 |
Principle 6 Work Hard (You'll Be Amazed at How Many People Don't) | p. 65 |
Principle 7 The Key Entrepreneurial Trait: Knowing How to Spot an Opportunity | p. 80 |
Principle 8 Successful Entrepreneurs Are Not Risk-Takers; They Are Calculated Risk-Takers | p. 94 |
Principle 9 You-Yes, You-MUST Have an Advisory Board | p. 103 |
Principle 10 Research the Market; Narrow the Options; Act! | p. 115 |
Principle 11 There Is No Sense Making a Mistake Unless You Can Learn from It | p. 122 |
Principle 12 What Is the Most Effective Tool to Solve a Problem or Deal with a Crisis? SWOT | p. 133 |
Principle 13 If It Ain't Broke-Break It. Don't Be Complacent. Always Improve. Always Get Better | p. 139 |
Principle 14 Be a Mensch | p. 148 |
Principle 15 Ten Steps to Take Before You Make Your Move into Entrepreneurship | p. 158 |
Principle 16 Secrets, Techniques, and Strategies of the Successful Entrepreneurs I Have Worked With | p. 161 |
Principle 17 Give Back | p. 177 |
Principle 18 Say Thank You | p. 183 |
Acknowledgments | p. 185 |
Appendix | p. 187 |
Index | p. 189 |