Startup: An Insider's Guide to Launching and Running a Business (28 page)

intrinsic motivation needed,
16

kinds of work,
11
–
14

big boss,
12
–
13

impresario grande,
13
–
14

laborer,
11

like a boss,
12

launch strategies,
9
–
11

joining party,
10
–
11

jumping in,
10

soft launch,
9
–
10

making people care,
6
–
7

and resonance,
1
–
4

compelling,
3

controlable,
3
–
4

creating something new,
2

scalable,
3

examples

leading by,
111
–
112

pizza example,
18
–
19

Valerie example,
122
–
124

World Cities Database example,
93
–
94

exchanging information,
119
–
130

brand sacrifice,
128
–
129

context markers,
129
–
130

and experts, establishing context,
127
–
128

frequency and duration of,
126
–
127

"I don't know" is powerful statement,
122

multiple layers of,
120
–
121

never assume,
121
–
122

with pen and paper,
124
–
125

repetition,
119
–
120

Valerie example,
122
–
124

exiting business,
163
–
176

and due diligence,
170
–
171

earn-out agreements,
171
–
172

emotional aspect,
172
–
173

and front man,
168

handling employees during transition,
174

vs. operating,
175

preparing from start,
165

and relationships,
167

retirement is overrated,
176

selling

evaluating offers,
173
–
174

getting people on your side,
168
–
170

making business attractive,
166
–
167

reasons for,
166

experts, communicating with,
127
–
128

extended team,
113
–
118

CPA,
116
–
117

lawyers,
114
–
116

vendors,
117
–
118

F, G

features

plus quality,
146

plus speed,
145

financial, impact on personal life,
21
–
22

flail,
152
–
153

focus, vs. opportunity,
138
–
139

frequency, of communication,
126
–
127

friends

as employees,
106
–
108

as partners,
108
–
110

front man, when exiting business,
168

H

health, impact on personal life,
25

hobby, vs. business,
65

hope for best, plan for worst,
52
–
54

I

"I don't know", is powerful statement,
122

ideas, connecting with customers,
5
–
6

if you build it, they will come,
82
–
83

image counts,
81
–
82

impresario grande,
13
–
14

information, exchanging,
119
–
130

brand sacrifice,
128
–
129

context markers,
129
–
130

and experts, establishing context,
127
–
128

frequency and duration of,
126
–
127

"I don't know" is powerful statement,
122

multiple layers of,
120
–
121

never assume,
121
–
122

with pen and paper,
124
–
125

repetition,
119
–
120

Valerie example,
122
–
124

intellectual property, importance of,
49
–
50

internet, is not magic,
70
–
73

intrinsic motivation,
16

investment decisions, specific intention for,
34
–
36

J

joining party, launch strategies,
10
–
11

jumping, in launch strategies,
10

K

know that you don't know,
161

L

laborer,
11

launch strategies,
9
–
11

joining party,
10
–
11

jumping in,
10

soft launch,
9
–
10

lawyers,
114
–
116

lead sources, diversifying,
32
–
33

leading, by example,
111
–
112

lessons,
27
–
59

active iteration,
43
–
46

basics win ball games,
27
–
28

controlling money,
50
–
52

customer complaints are like gold,
56
–
58

delegating,
38
–
42

self-determining level,
41
–
42

self-regulating level,
41

determining market demand,
37
–
38

diversify,
31
–
33

distribution channels,
32

key employees,
32

large clients,
33

multiple lead sources,
32
–
33

redundancy,
31
–
32

dollar exercise,
58
–
59

hope for best, plan for worst,
52
–
54

intellectual property is important,
49
–
50

mistakes are inevitable,
55
–
56

more money will be needed,
42
–
43

no partial credit,
28
–
31

preserve agility,
54
–
55

specific intention,
33
–
37

for actions,
36
–
37

for investment decisions,
34
–
36

using contracts,
46
–
49

life on hold, impact on personal life,
22

lightning-strike marketing model,
95
–
96

like a boss,
12

M

market demand, determining,
37
–
38

marketing,
61
–
98

business vs. hobby,
65

choosing product,
62
–
65

advantages of,
62
–
63

goals of,
63
–
64

point of entry for,
64
–
65

climbing mountain,
87
–
88

if you build it, they will come,
82
–
83

image counts,
81
–
82

internet is not magic,
70
–
73

knowing customer,
80
–
81

lightning-strike marketing model,
95
–
96

marketing mix,
90
–
93

measuring performance,
97
–
98

never ask water to climb ladder,
85
–
86

parity products, and bozo factor,
74
–
79

precious slice,
67
–
69

and pricing,
93
–
94

radicalize,
83
–
84

standing out,
69
–
70

using statistics,
89
–
90

whale vs. eskimo analogy,
65
–
67

mistakes,
55
–
56

money

controlling,
50
–
52

more will be needed,
42
–
43

motivation, intrinsic,
16

multiple layers, of communication,
120
–
121

N

never ask water to climb ladder,
85
–
86

never assume,
121
–
122

no partial credit,
28
–
31

O

offers, evaluating when selling,
173
–
174

on hold, life,
22

operating business, vs. selling,
175

opportunity, vs. focus, tension system,
138
–
139

P

parity products, and bozo factor,
74
–
79

positional differentiation,
76
–
77

structural differentiation,
77
–
79

partners, friends as,
108
–
110

pen and paper, communicating with,
124
–
125

perfection, vs. progress, tension system,
141
–
143

performance, measuring,
97
–
98

personal life, impact on,
21
–
26

financial,
21
–
22

health,
25

life on hold,
22

resources,
25
–
26

time involved,
23
–
25

perspective, changing,
156
–
157

chunking down,
156
–
157

chunking up,
156

pizza example,
18
–
19

plans, changing early,
53
–
54

point of entry, for products,
64
–
65

positional differentiation,
76
–
77

positive frame,
147
–
148

potential,
149
–
150

precious slice,
67
–
69

pricing, World Cities Database example,
93
–
94

process, vs. agility,
139

products, marketing

advantages of,
62
–
63

goals of,
63
–
64

point of entry for,
64
–
65

progress, vs. perfection,
141
–
143

psychological contract,
102
–
105

Q

quality

plus features,
146

plus speed,
146
–
147

quick decision-making, vs. analysis,
140
–
141

R

radicalize,
83
–
84

ready-fire-aim method,
135
–
136

reasons, for selling business,
166

redundancy,
31
–
32

relationships, when exiting business,
167

repetition,
119
–
120

resonance, and entrepreneurs,
1
–
4

compelling,
3

controlable,
3
–
4

creating something new,
2

scalable,
3

resources, impact on personal life,
25
–
26

retirement,
176

S

self-determining level,
41
–
42

self-regulating level,
41

selling business

evaluating offers,
173
–
174

getting people on your side,
168
–
170

making business attractive,
166
–
167

reasons for,
166

soft launch, launch strategies,
9
–
10

specific intention,
33
–
37

for actions,
36
–
37

for investment decisions,
34
–
36

speed

plus features,
145

plus quality,
146
–
147

standing out,
69
–
70

statistics, and marketing,
89
–
90

strategies,
131
–
162

80/20 rule,
133
–
134

always asking,
134
–
135

bell curve,
153
–
155

changing perspective,
156
–
157

chunking down,
156
–
157

chunking up,
156

complexity of world,
132
–
133

domain knowledge,
161
–
162

enjoy the drama,
162

flail,
152
–
153

know that you don't know,
161

launch,
9
–
11

joining party,
10
–
11

jumping in,
10

soft launch,
9
–
10