How to Run a Thriving Business : Strategies for Success and Satisfaction

by Warner, Ralph E.

• ISBN13: 9781413301045
• ISBN10: 1413301045
• Format: Paperback
• Copyright: 2004-11-30
• Publisher: Nolo

Summary

Packed with the ideas, strategies and lessons that have kept a successful entrepreneur in business for over 30 years.

Table of Contents

Introduction
Build a Meaningful Business
How a Tiny Business Took on the Texas Legal Establishment	8	(9)
How to Make Your Business Meaningful	17	(15)
Choose a Business You Care About
Plan for the Long Haul	32	(8)
How to Stay Interested in Your Business	40	(7)
Fire Yourself/Hire Yourself	47	(6)
Understand How You Make a Profit
Never Be Vague About Money	53	(3)
Getting a Quick Plan on Paper	56	(15)
Start on a Shoestring
Why Small Is Better	71	(8)
Spending Money Wisely	79	(9)
Get and Keep a Competitive Edge
Convincing Customers That You're Special: An Overview	88	(5)
What Makes Your Business Special?	93	(6)
Keeping Ahead of the Competition	99	(10)
Innovate Now and Forever
Invention	109	(4)
Copying	113	(3)
Serendipity	116	(6)
A Case Study in How Good Ideas Surface	122	(5)
Making Innovation a Continuous Process	127	(16)
Target Your Customers
Be Specific	143	(6)
Go After Both Novice and Experienced Customers	149	(3)
Don't Forget Your Current Customers	152	(6)
Market Your Business Creatively
What Advertising Can---and Can't---Do	158	(3)
Other Downsides of Advertising	161	(16)
Marketing to Your Target Audience	177	(6)
Hire and Keep Good People
Don't Hire Casually	183	(4)
Don't Hire Problem Employees	187	(4)
How to Hire Top People	191	(8)
Keeping the Great People You Hire	199	(17)
Drive a Modest Car
Drive a Modest Car	216	(4)
Lead, Don't Dominate	220	(5)
Credit Is Cheap---Spread It Around	225	(2)
Don't Become Lazy	227	(5)
Don't Work Overlong Hours
The Importance of a Sane Schedule	232	(6)
Planning to Work Less and Make More	238	(10)
Learn to Live With Luck
The Perils of Good Luck	248	(4)
Coping With Bad Luck	252	(8)
Pay Your Bills Early
The Benefits of Paying Bills Early	260	(7)
What to Do When You Must Pay Late	267	(6)
Embrace Your Best Competitors
Why It Makes Sense to Cooperate With Your Competitors	273	(1)
Your Competitors Are Your Natural Friends	274	(2)
Your Competitors Can Be a Source of Business	276	(2)
Working for Your Competitors	278	(1)
Your Competitors Will Help Define Your Reputation	279	(1)
If You Can't Say Something Nice . . .	280	(4)
Don't Buy a Franchise
Franchises That Are Good Deals	284	(1)
The Problems with Franchises	285	(8)
Evaluating a Franchise	293	(7)
Sell Services, Not Goods
You Can Keep Start-Up Costs Low	300	(3)
You Can Keep Marketing Costs Low	303	(3)
You Can Set Prices at Profitable Levels	306	(3)
Retail and Other Nonservice Businesses That Work	309	(9)
React Quickly to Bad News
Act Quickly on Bad News	318	(1)
Fix the Problem, Change Direction, or Quit	319	(9)
How to Cut Expenses	328
Index