Foreword (Michael Dell, Chairman and CEO of Dell).
Introduction.
Part 1 The Start-Up Playbook: How to Turn a Simple Idea into a High Growth Company.
Play #1: Allow Yourself Time to Recharge.
Play #2: Have a Big Dream.
Play #3: Believe in Yourself.
Play #4: Trust a Select Few with Your Idea and Listen to Their Advice.
Play #5: Pursue Top Talent as If Your Success Depended on It.
Play #6: Sell Your Idea to Skeptics and Respond Calmly to Critics.
Play #7: Define Your Values and Culture Up Front.
Play #8: Work Only on What Is Important.
Play #9: Listen to Your Prospective Customers.
Play #10: Defy Convention.
Play #11: Have—and Listen to—a Trusted Mentor.
Play #12: Hire the Best Players You Know.
Play #13: Be Willing to Take a Risk—No Hedging.
Play #14: Think Bigger.
Part 2 The Marketing Playbook: How to Cut Through the Noise and Pitch the Bigger Picture.
Play #15: Position Yourself.
Play #16: Party with a Purpose.
Play #17: Create a Persona.
Play #18: Differentiate, Differentiate, Differentiate.
Play #19: Make Every Employee a Key Player on the Marketing Team, and Ensure Everyone Is On-Message.
Play #20: Always, Always Go After Goliath.
Play #21: Tactics Dictate Strategy.
Play #22: Engage the Market Leader.
Play #23: Reporters Are Writers; Tell Them a Story.
Play #24: Cultivate Relationships with Select Journalists.
Play #25 Make Your Own Metaphors.
Play #26: No Sacred Cows.
Part 3 The Events Playbook: How to Use Events to Build Buzz and Drive Business.
Play #27: Feed the Word-of-Mouth Phenomenon.
Play #28: Build Street Teams and Leverage Testimony.
Play #29: Sell to the End User.
Play #30: The Event Is the Message.
Play #31: Reduce Costs and Increase Impact.
Play #32: Always Stay in the Forefront.
Play #33: The Truth About Competition (It Is Good for Everyone).
Play #34: Be Prepared for Every Scenario . . . and Have Fun.
Play #35: Seize Unlikely Opportunities to Stay Relevant.
Play #36: Stay Scrappy . . . but Not Too Scrappy.
Part 4 The Sales Playbook: How to Energize Your Customers into a Million-Member Sales Team.
Play #37: Give It Away.
Play #38: Win First Customers by Treating Them Like Partners.
Play #39: Let Your Web Site Be a Sales Rep.
Play #40: Make Every Customer a Member of Your Sales Team.
Play #41: Telesales Works (Even Though Everyone Thinks It Doesn't).
Play #42: Don't Dis Your First Product with a Discount.
Play #43: Sales Is a Numbers Game.
Play #44: Segment the Markets.
Play #45: Leverage Times of Change.
Play #46: Your Seeds Are Sown, so Grow, Grow, Grow.
Play #47: Land and Expand.
Play #48: Abandon Strategies That No Longer Serve You.
Play #49: Old Customers Need Love.
Play #50: Add It On and Add It Up.
Play #51: Success Is the Number-One Selling Feature.
Part 5 The Technology Playbook: How to Develop Products Users Love.
Play #52: Have the Courage to Pursue Your Innovation—Before It Is Obvious to the Market.
Play #53: Invest in the Long Term with a Prototype That Sets a Strong Foundation.
Play #54: Follow the Lead of Companies That Are Loved by Their Customers.
Play #55: Don't Do It All Yourself; Reuse, Don't Rebuild.
Play #56: Embrace Transparency in Everything You Do or Be Transparent and Build Trust.
Play #57: Let Your Customers Drive Innovation.
Play #58: Make It Easy for Customers to Adopt.
Play #59: Transcend Technical Paradigms.
Play #60: Provide a Marketplace for Solutions.
Play #61: Harness Customers' Ideas.
Play #62: Develop Communities of Collaboration (aka Love Everybody).
Play #63: Evolve by Intelligent Reaction
Part 6 The Corporate Philanthropy Playbook: How to Make Your Company About More Than Just the Bottom Line.
Play #64: The Business of Business Is More Than Business.
Play #65: Integrate Philanthropy from the Beginning.
Play #66: Make a Foundation Part of Your Business Model
Play #67: Choose a Cause That Makes Sense and Get Experts on Board.
Play #68: Share the Model.
Play #69: Build a Great Program by Listening to the Constituents.
Play #70: Create a Self-Sustaining Model.
Play #71: Share Your Most Valuable Resources—Your Product and Your People.
Play #72: Involve Your Partners, Your Vendors, Your Network.
Play #73: Let Employees Inspire the Foundation.
Play #74: Have Your Foundation Mimic Your Business.
Part 7 The Global Playbook: How to Launch Your Product and Introduce Your Model to New Markets.
Play #75: Build Global Capabilities into Your Product.
Play #76: Inject Local Leaders with Your Corporate DNA.
Play #77: Choose Your Headquarters and Territories Wisely.
Play #78: Box Above Your Weight.
Play #79: Scale Without Overspending.
Play #80: Understand Sequential Growth.
Play #81: Uphold a One-Company Attitude Across Borders.
Play #82: Follow Strategy, Not Opportunity.
Play #83: Going Far? Take a Partner. Going Fast? Go Alone.
Play #84: Fine-Tune Your International Strategy.
Play #85: Send Missionaries to Build New Markets
Play #86: Handle Global Disputes with Diplomacy (aka Light and Love).
Play #87: Edit an Overarching Outlook.
Play #88: Bring Old Tricks to New Regions.
Play #89: Don’t Use a “Seagull Approach”; the Secret to Global Success Is Commitment.
Part 8 The Finance Playbook: How to Raise Capital, Create a Return, and Never Sell Your Soul.
Play #90: Don't Underestimate Your Financial Needs.
Play #91: Consider Fundraising Strategies Other Than Venture Capital.
Play #92: Use Internet Models to Reduce Start-Up Costs.
Play #93: Set Yourself Up Properly from the Beginning, Then Allow Your Financial Model to Evolve.
Play #94: Measure a Fast-Growing Company on Revenue, Not Profitability.
Play #95: Build a First-Class Financial Team.
Play #96: Be Innovative and Edgy in Everything You Do—Except When It Comes to Your Finances.
Play #97: When It Comes to Compliance, Always Play by the Rules.
Play #98: Focus on the Future.
Play #99: Allow for Change as Your Company Grows.
Part 9 The Leadership Playbook: How to Create Alignment—the Key to Organizational Success.
Play #100: Use V2MOM to Focus Your Goals and Align Your Organization.
Play #101: Use a Top-Down and Bottom-Up Approach.
Play #102: Build a Recruiting Culture.
Play #103: Recruiting Is Sales.
Play #104: Keep Your Standards High as You Grow.
Play #105: How to Retain Top Talent.
Play #106: The Importance of Mahalo.
Play #107: Build Loyalty by Doing the Right Thing.
Play #108: Challenge Your Best People with New Opportunities.
Play #109: Solicit Employee Feedback—and Act on It.
Play #110: Leverage Everything
The Final Play.
Play #111: Make Everyone Successful.
Notes.
About the Author.
Index.
