The Entrepreneur's Playbook

More than 100 Proven Strategies, Tips, and Techniques to Build a Radically Successful Business

The Entrepreneur's Playbook

Author: Leonard C. Green
Pub Date: March 2017
Print Edition: $21.95
Print ISBN: 9780814438176
Page Count: 224
Format: Hardback
e-Book ISBN: 9780814438183

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People think they need a completely originally idea to build a successful company.They don’t.They’ve been told to create a detailed business plan before even thinking of getting underway.Business plans are almost always a waste of time.And most people think failure is fatal.It doesn’t have to be—and, in fact, it can lead you to an alternate route to success.

In The Entrepreneur’s Playbook, Len Green, an experienced investor, entrepreneur, and business professor, shows that the path from idea to market is full of misconceptions. Practical, to the point, and full of interactive exercises, the book explains what really works and what doesn’t, to reduce the risks you face in trying to create some-thing new. The book provides more than 100 examples of start-ups—such as Bigelow Tea, Canyon Ranch, and Stacy’s Pita Chips—that have struggled with setbacks, spotted opportunities, and ultimately succeeded, plus the lessons learned from the author’s own startup adventures.

Stripping 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. These proven, sometimes counter-intuitive rules have driven success time after time, and will help entrepreneurs understand:

• How to prepare enough, but avoid the paralysis of overpreparing

• How to find marketplace challenges that are crying out for a new product or service

• How to build a moat around your business and protect it from competitors

• Why promotions are often better than advertising—even online ads

• Why—over the long haul—passion may be the most critical thing of all

• What to expect from angel investors

• Why you’re going to need 30% more money than even your most conservative estimate

• What you can learn from setbacks, while sidestepping failure

• How focus groups mislead, and ways to simplify market research

• Why success breeds complacency—and how to juice your thinking

To solidify the learning and trigger fresh ideas, each chapter comes with exercise questions drawn from the author’s popular entrepreneurial courses for CEOs, MBAs, and undergraduates. Answers can be submitted online for free personal feedback and expert advice.

Why stumble your way to possible failure when you can tap into the best ideas for making your venture work?

Leonard C. Green is Entrepreneur-in-Residence at Babson College, the nation’s #1 school for entrepreneurship, where he has taught for nearly two decades. He 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 a former editor at Business Week, Forbes, and Inc.

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