{"product_id":"the-reluctant-entrepreneur-isbn-9781118178447","title":"The Reluctant Entrepreneur","description":"\u003cb\u003eIntelligent strategies for starting and growing a small business with minimal personal financial risk\u003c\/b\u003e  \u003cp\u003eA comprehensive guide for entrepreneurs from one of the most successful business creators in recent years, \u003ci\u003eThe Reluctant Entrepreneur: Turning Dreams into Profits\u003c\/i\u003e addresses the fears and misconceptions that many people have about starting their own businesses, walking prospective owners through the necessary decisions they need to make before even putting a business plan in place.\u003c\/p\u003e \u003cp\u003ePresenting solid, reliable strategies based on author Michael Masterson's own successful practices, and debunking some common illusions entrepreneurs have about their businesses, the book is a vital resource for anyone looking to avoid the pitfalls that threaten fledgling companies.\u003c\/p\u003e \u003cul\u003e \u003cli\u003ePacked with insights from an entrepreneur who has launched and sold dozens of business, presented in a lively and conversational style\u003c\/li\u003e \u003cli\u003eSome 600,000 new businesses are launched each year and with an uncertain economy, more and more people are looking for a stream of income separate from their 9 to 5 job\u003c\/li\u003e \u003cli\u003eFilled with highly applicable advice that budding and professional entrepreneurs can start using immediately\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eEssential reading for small business owners and both first time and established entrepreneurs, \u003ci\u003eThe Reluctant Entrepreneur\u003c\/i\u003e presents the smart strategies on starting and growing a small business that can make launching your own company a cinch.\u003c\/p\u003e  \u003cp\u003eForeword xiii\u003c\/p\u003e \u003cp\u003eAcknowledgments xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003eINTRODUCTION Entrepreneurship: What It Is . . . and Isn’t 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Reality of Calculated Risk 2\u003c\/p\u003e \u003cp\u003eThe Reluctant Entrepreneur 3\u003c\/p\u003e \u003cp\u003eLaunching a Successful Business Takes More Than Motivation 4\u003c\/p\u003e \u003cp\u003eIt’s Okay to Be Cautious 5\u003c\/p\u003e \u003cp\u003eSuccess Is Not a Roll of the Dice 6\u003c\/p\u003e \u003cp\u003eAnd One More Thing . . . 6\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 1 What, Exactly, Is a Reluctant Entrepreneur? 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePhilip Knight’s Story 10\u003c\/p\u003e \u003cp\u003eWhat We Can Learn From This . . . 11\u003c\/p\u003e \u003cp\u003eHatching a Business While You Keep Your Day Job 12\u003c\/p\u003e \u003cp\u003eThe Myth of the “Entrepreneurial Type” 16\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 2 The First Question You Must Be Able to Answer 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRule Number One of Reluctant Entrepreneurship 23\u003c\/p\u003e \u003cp\u003eYour Initial Challenge: Generating Positive Cash Flow 24\u003c\/p\u003e \u003cp\u003eEducating Yourself About Business 25\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 3 What It Takes to Be a Successful Reluctant Entrepreneur 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Reluctant Entrepreneur Is a Smart Entrepreneur 29\u003c\/p\u003e \u003cp\u003eThe Foundation of Your Business: Six Strategic\u003c\/p\u003e \u003cp\u003eChoices You Have to Make at the Very Beginning 31\u003c\/p\u003e \u003cp\u003eIt’s Not Rocket Science 38\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 4 Hatching the New Business: Overcoming Fear and Taking Action 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYour First Three Action Steps 43\u003c\/p\u003e \u003cp\u003eHow Do You Find a Mentor? 48\u003c\/p\u003e \u003cp\u003ePutting Fear on Your Side 49\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 5 The Magic Happens When You Hire Superstars 51\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRecognizing Superstar Potential 52\u003c\/p\u003e \u003cp\u003eKnowing What You’re Looking For 53\u003c\/p\u003e \u003cp\u003eHow Do You Find These People? 54\u003c\/p\u003e \u003cp\u003eThe Care and Feeding of a Superstar 56\u003c\/p\u003e \u003cp\u003eHow to Structure a Superstar Organization 59\u003c\/p\u003e \u003cp\u003eThe Best Investment You Will Ever Make 61\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 6 Mastering the Art of Business Relationships 65\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Reluctant Entrepreneur’s Guide to Making Friends in High Places 67\u003c\/p\u003e \u003cp\u003e12 Ways to Get People to Want to Do Business With You 69\u003c\/p\u003e \u003cp\u003eA Simple Trick That Will Make Important People Want to Talk to You 72\u003c\/p\u003e \u003cp\u003eHow to Get Others to Tell You Their Most Valuable Success Secrets—A Technique I Learned From a Self-Made Multimillionaire 73\u003c\/p\u003e \u003cp\u003eNever Pass Up the Opportunity to Make a Connection That Can Do You Some Good 75\u003c\/p\u003e \u003cp\u003eSeek Out Mutually-Beneficial Partnerships 76\u003c\/p\u003e \u003cp\u003eIt Doesn’t Take Much to Maintain Relationships With All Your Important Contacts—Even Hundreds of Them 78\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 7 How to Become a Marketing Genius 81\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEvery Business Is About the Selling 82\u003c\/p\u003e \u003cp\u003eThe Beauty of Direct Marketing 83\u003c\/p\u003e \u003cp\u003eMastering the Art of Persuasion 85\u003c\/p\u003e \u003cp\u003eThe Difference Between Wants and Needs 87\u003c\/p\u003e \u003cp\u003eThe Difference Between Features and Benefits 88\u003c\/p\u003e \u003cp\u003eThe Difference Between Benefits and Deeper Benefits 89\u003c\/p\u003e \u003cp\u003eThe USP: Making Your Product Stand Out From the Competition 90\u003c\/p\u003e \u003cp\u003eHow to Use Your USP to Create a Successful Advertising Campaign 91\u003c\/p\u003e \u003cp\u003eResist the Urge to Try Something Completely Different 92\u003c\/p\u003e \u003cp\u003eShort-Term Results Versus Long-Term Profits 93\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 8 Maintaining Control of Your Growing Business 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePushing Hard for Profi ts 98\u003c\/p\u003e \u003cp\u003eYou Can Never, Ever Stop Pushing on Every Single Front 100\u003c\/p\u003e \u003cp\u003eHow Much of Your Profi ts Should Go Into Your Pocket—And How Much Should Go Back Into Your Business? 101\u003c\/p\u003e \u003cp\u003eWhy You Should Ignore the “Experts” and Determine Your Own Compensation 102\u003c\/p\u003e \u003cp\u003eCreate a Culture That Respects Money 103\u003c\/p\u003e \u003cp\u003eKeep Your Eye on the Numbers 104\u003c\/p\u003e \u003cp\u003eNever Lose Your Competitive Edge 105\u003c\/p\u003e \u003cp\u003eHow Tiffany \u0026amp; Co. Lost Their Edge—And Found It Again 106\u003c\/p\u003e \u003cp\u003eSet High Standards for Customer Service—And Make Sure They Stay High 107\u003c\/p\u003e \u003cp\u003eA Success Trap You Don’t Have to Fall Into 110\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 9 Leadership: Keeping Your Vision Alive 113\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEffective Leaders Motivate Others to Do Great Work 114\u003c\/p\u003e \u003cp\u003eEffective Leaders Focus on Work, Not Politics 114\u003c\/p\u003e \u003cp\u003eEffective Leaders Understand That Competition Has Its Place in Business, But It Is Not Nearly as Important as Cooperation and Sharing 115\u003c\/p\u003e \u003cp\u003eEffective Leaders Care About Their Customers 115\u003c\/p\u003e \u003cp\u003eEffective Leaders Make Fast Decisions 116\u003c\/p\u003e \u003cp\u003eEffective Leaders Know How to Get Support for Their Ideas 116\u003c\/p\u003e \u003cp\u003eEffective Leaders Know How to Delegate 117\u003c\/p\u003e \u003cp\u003eEffective Leaders Do Not Micromanage 118\u003c\/p\u003e \u003cp\u003eEffective Leaders Create a Culture of Accountability 119\u003c\/p\u003e \u003cp\u003eEffective Leaders Understand That Teamwork Doesn’t Always Work 119\u003c\/p\u003e \u003cp\u003eEffective Leaders Are Good Communicators 120\u003c\/p\u003e \u003cp\u003eEffective Leaders Make Every Meeting Work for Them 121\u003c\/p\u003e \u003cp\u003eEffective Leaders Know How to Negotiate 122\u003c\/p\u003e \u003cp\u003eEffective Leaders Are Considerate 124\u003c\/p\u003e \u003cp\u003eEffective Leaders Don’t Become Buddies With Their Employees 125\u003c\/p\u003e \u003cp\u003eEffective Leaders Sometimes Zig When Others Zag 125\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 10 Build Your Business Like a Go-Cart 127\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding the Go-Cart, Step by Step 129\u003c\/p\u003e \u003cp\u003eConclusion 133\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAPPENDIX Do You Need the Mindset of a Champion to Succeed in Business\u003c\/b\u003e? 135\u003c\/p\u003e \u003cp\u003eHow to Use Humor in Business 139\u003c\/p\u003e \u003cp\u003eMust You Be Cutthroat to Succeed in Business? 144\u003c\/p\u003e \u003cp\u003eThe Unexpected Side Effects of Making Money (and How to Avoid Them) 149\u003c\/p\u003e \u003cp\u003eThe Time-Management System That Works for Me 155\u003c\/p\u003e \u003cp\u003eAbout the Author 159\u003c\/p\u003e \u003cp\u003eIndex 161\u003c\/p\u003e   \u003cp\u003e\u003cb\u003eMICHAEL MASTERSON\u003c\/b\u003e is not your typical businessman. An ex–Peace Corps volunteer, he never took a class in business, doesn't read the business press, and hates to talk business. He spends his spare time writing poetry, collecting fine art, and practicing Brazilian Jiu Jitsu. His neighbors call him a bohemian. But he's also an entrepreneur. He started his first business when he was eleven years old, and in the forty-five years that have elapsed since then, he has started or co-started dozens of successful businesses. The author of numerous business books, several of them \u003ci\u003eNew York Times\u003c\/i\u003e and \u003ci\u003eWall Street Journal\u003c\/i\u003e bestsellers, Masterson consults for private clients and writes the \u003ci\u003ePalm Beach Letter\u003c\/i\u003e, a newsletter for individual investors.     \u003c\/p\u003e\u003cp\u003e\u003cb\u003eThe Reluctant Entrepreneur\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003cb\u003eSuccessful entrepreneurs quit their jobs,\u003c\/b\u003e throw caution to the wind, and invest every last cent on following some crazy dream . . . right? Wrong. Many of the world's most profitable self-starters, from Bill Gates to Jeff Bezos, took their time setting up their revolutionary companies, weighing the risks, hedging their bets, and proceeding with trepidation. If you're sold on the idea of building your own business but are daunted by the potential pitfalls, \u003ci\u003eThe Reluctant Entrepreneur\u003c\/i\u003e\u003ci\u003e:\u003c\/i\u003e \u003ci\u003eTurning Dreams into Profits\u003c\/i\u003e is for you, covering everything you need to know to successfully balance the thrill of going it alone with the fear of getting in too deep. \u003c\/p\u003e\u003cp\u003eA comprehensive, step-by-step guide for would-be entrepreneurs keen to strike out on their own but wary of the dangers, the book presents a road map for maximizing success while minimizing risk. Focusing on overcoming the anxieties that prevent many budding business owners from ever fulfilling their potential, author and entrepreneur extraordinaire Michael Masterson explains exactly how to launch and develop a startup during the two most difficult phases of growth: from nothing to $1 million and from $1 million to $10 million. \u003c\/p\u003e\u003cp\u003eWith coverage of everything from coming up with a good idea to figuring out—and finding—the people you want to work with, the book offers an all-encompassing look at how to build a business from the ground up, whether you've got a great concept in mind or are just looking for a new way to bring in a little extra cash. Filled with reliable strategies drawn from Masterson's own incredibly profitable career, \u003ci\u003eThe Reluctant Entrepreneur\u003c\/i\u003e breaks down each part of the entrepreneurial process into a series of easy-to-follow steps, giving you the tools and advice you need to meet every challenge. \u003c\/p\u003e\u003cp\u003eThe essential guide for cautious individuals interested in entrepreneurship but wary of the risks, the book addresses the fears and misconceptions that are standing in your way, walking you through the necessary decisions you need to make before you even think about developing a business plan or talking with a bank. Written by a man who's made his fortune following the lessons laid out in these pages, this may well be the only book you need to start—and succeed—as a reluctant entrepreneur.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990328721637,"sku":"NP9781118178447","price":24.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118178447.jpg?v=1761787377","url":"https:\/\/k12savings.com\/products\/the-reluctant-entrepreneur-isbn-9781118178447","provider":"K12savings","version":"1.0","type":"link"}