WHAT CLIENTS LOVE --- A FIELD GUIDE TO GROWING YOUR BUSINESS
by Harry Beckworth. Warner Books, 2002


INTRODUCTION

A LESSON FROM THE ROAD

PART 1 --- DRAWING YOUR BLUEPRINTS

    [1] Your possible business (p3-4)

    [2] A question that may be your answer (p4)

    [3] Another good question (p5)

    [4] Why plan? (p5)

    [5] The "white hot center" --- Nike's genius (p6-12)

    [6] Finding the "white hot center" (p12-13)

    [7] The 14 principles of planning (p13-27)

    [8] The end of "missions" (p28-29)

    [9] How George did not do it (p30-32)

    [10] Fortune favors the bold (p32-33)

    [11] Laura Cutler's and Ian Schrager's insight (p33-34)

    [12] The classics of business (p35-38)

    [13] What Osborn drugs and Target tell you (p38-40)

    [14] New economy, same people (p41-42)

PART 2 --- FOUR BUILDING BLOCKS --- enormous oranges and canary yello bugs --- clear communications (p43-96)

    KEY TREND --- Option and information overload (p45-50)

PART 3 --- THE VELVET SLEDGEHAMMER --- a compelling message (p97-134)

    KEY TREND --- The decline of trust (p45-50)

PART 4 --- BLUE MARTINIS AND OMAHA SURFING (p135-192)

    KEY TREND --- The rise of invisibles and intangibles (p137-192)

PART 5 --- AMERICANS THE BEAUTIFUL AND PRETTY WOMAN --- caring service (p193-242)

    KEY TREND --- The wish to connect (p195-242)

PART 6 --- THE TRAITS CLIENTS LOVE (p243)

    [1] Humility and generosity (p245-247)

    [2] Sacrifice (p247-249)

    [3] Openness (p249-250)

    [4] Integrity and what it actually means --- INTEGRITY IS QUALITY! (p250-251)

    [5] What clients love most (p252-253)

PART 7 --- YOUR GREATEST ASSET --- Why do some people and businesses thrive? (p255-260)

    The answer, according to historian David Landes, who wrote the book The Wealth and Poverty of Nations, should resonate with all of us!

      "In this world, the OPTIMISTS have it, not because they are always right, but because they are POSITIVE!

      Even when they are wrong they are positive, and that is the way of achievement, correction, improvement, and success.

      Educated, eye-open optimism pays!"

APPENDIX --- CHECKLIST --- Questions to ask in building an exceptional business (p261-278)

MY FAVORITE PART --- ACKNOWLEDGMENTS (p279-282)


Go to: Achievement Issue at Work
Go to: Character Issue at Work
Go to: Success Issue at Work
Go to: Leadership Control Essay
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