The Profit Principle: Turn What You Know Into What You Do - Without Borrowing a Cent!

Acknowledgements.

Introduction.

Part I: The profit principle

1 Introducing the profit principle.

2 Let's not start at the beginning.

3 Your first product is you.

4 Start by making money, not spending it.

5 The customer doesn’t owe you their business.

6 Fishbones are small, but you can choke on them.

7 How to remember something you never knew.

8 Curiosity is the key.

9 The myth of perpetual motion.

10 Don't fall into the investment trap.

11 Time is money, so take your time.

12 Take your costs and double them.

Part II: Negotiation and partnership with the profit principle.

13 We don't need another hero!

14 Talk is cheap, so keep on talking.

15 Don't talk until you see the whites of their eyes.

16 Pick your battles, and prepare for peace.

17 What's in it for me?

18 Taking control means keeping control.

Part III: Growing with the profit principle.

19 Perfection is the enemy of progress.

20 Small businesses stay small.

21 How to be big without being big.

22 Don't stare at the horizon just to trip on the road.

23 Find the right people and let them get on with their jobs.

24 The bicycle balance.

25 There's no beginning, there'll be no end.

Final thoughts.

Index.