A great story is true.Not true because it’s factual, but true because it’s consistent and authentic. Consumers are too good at sniffingA out inconsistencies for a marketer to get away with a story that’s just slapped on. Great stories make a promise.They promise fun or money, safety or a shortcut. The promise is bold and audacious and not just very good – it’s exceptional or it’s not worth listening to.Chapter 1. Be Outstanding- Chapter 2. Why An Entrepreneur?Chapte...

Irrespective of the ethics involved, there can no doubt crime pays. In the 1980s, the President’s Commission on Organized Crime estimated organized crime generates more than $50 billion in revenues each year – more than the U.S. iron, steel, copper and aluminum industries combined. When the legitimate businesses organized crime owns and runs are added in on top of these illegal rackets, it is clear mob-related business activities are genuine multi-billion-dollar operations. Regardless of t...

How narrow is your product offering?“Don’t try to be all things. Be famous for just one thing. We are doing a very simple thing. We are facilitator only, taking people to the top of the bridge. Our job is to enable our customers to make heroes of themselves. – Paul Cave, BridgeClimbChapter 1. Launch A BrandChapter 2. Single & Simple-Chapter 3. Old Predictions-Chapter 4. A Social World-Chapter 5. The End Result-Chapter 6. Freakonomics