Читать книгу The Entrepreneur's Paradox - Curtis Morley - Страница 6
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Who This Book Is For (And Not For)
The Entrepreneur’s Paradox: Apply the Principle
Seeing the Swamp and Not the Mountains
Begin with the End in Mind by Picking Your Mountain Range
Pick Your Destination: What Is Your “End in Mind”?
Overcoming Pitfall 1: Move Past the Swamp and Pick Your Mountain
Not Just a Mountain, But a Path
Overcoming Pitfall 2: Create the Map/Make the Plan
Pulling a Goal Out of Thin Air
The Reverse Engineering Critical Questions
Don’t Pull Numbers Out of Thin Air
Overcoming Pitfall 3: Reverse Engineer the Goal
The One Letter That Changes Fear into Power
The “What Is” Process for Overcoming Fear
Fear and the Brain
What If Your Fear Becomes a Reality?
Overcoming Pitfall 4: Doubt Your Doubts
Pitfall 5
Being Frozen by Imposter Syndrome
All Entrepreneurs Are Imposters—and That’s Okay
The Seven Imposter Types
Forget the Label and Keep Climbing
The Power of Self-Belief
Overcoming Pitfall 5: Embrace Your Reality
Pitfall 6
Wearing All the Hats
The Accountant
The Lawyer
The Assistant
HR Outsourcing
Humans Aren’t the Only Ones Who Wear Hats
Your Brain Has Room for Only One Hat at a Time
Overcoming Pitfall 6: Hand Out the Hats
Pitfall 7
Traveling Alone
Find Fellow Travelers (Other Entrepreneurs)
Hire Porters (Team Members)
Enlist a Guide (Coach or Mentor)
Mentor Versus Coach
It’s Anything but Lonely at the Top
Overcoming Pitfall 7: Travel with Friends
Pitfall 8
Not Stepping Up as a Leader
The Six Jobs of an Entrepreneurial Leader
Job One: See the Top of the Mountain and Uncover the Epic Adventure
Job Two: Inspire Others to Believe in Themselves and Their Ability to Contribute to This Epic Journey
Job Three: Clear the Path for Success
Job Four: Lead by Example and Take the First Step
Job Five: Foster Innovation
Job Six: Own Your Mistakes and Successes
Overcoming Pitfall 8: Become the Leader
Pitfall 9
Entrepreneurial Neglect
Sleep
Exercise
Diet
Mental Health
Family and Social
Financial
Fun
The Power Hour
Prayer/Meditation
Go for a Run, Swim, or Ride
Review Your Daily Plan
Eat a Healthy Breakfast
Visualize Your Mountain in Vivid Detail
Recite Affirmations Audibly
Start Your Day with Gratitude
Write a Thank-You Card for a Team Member
Evening Peace Plan
Tuck the Kids in Bed or Spend Time Connecting with a Loved One
Review Appointments for Tomorrow
Journal About Your Day
Engage in a Relaxing and Creative Hobby like Guitar or Drawing
Pray/Meditate
Leave Your Phone Outside Your Bedroom and Sleep Peacefully
When Life Happens…
Overcoming Pitfall 9: Protect the Asset (You)
Pitfall 10
No Business Acumen
Key Performance Indicators
Knowing the Right KPIs to Track
Cash Flow
Why Cash Flow Is Important
Sales Cycle
Why Sales Cycle Is Important
Year-over-Year Trends
Why Trends Are Important
Growth Rate
Why Growth Rate Is Important
Revenue, Profitability, Profit Margin, and EBITDA
Why EBITDA Is Important
Conversion Rate (Close Ratio)
Why Conversion Rate Is Important
Pricing
Customer Acquisition Costs (CAC)
Why Customer Acquisition Costs Are Important
Customer Lifetime Value (CLTV or LTV)
Why Customer Lifetime Value Is Important
CLTV:CAC Ratio
Why the CLTV:CAC Ratio Is Important
Churn Rate (Customer Retention/Attrition)
Why Churn Rate Is Important
Customer Satisfaction (CSat)
Why CSat Is Important
Dashboards
Lead and Lag Measure
Overcoming Pitfall 10: Develop Business Acumen
Pitfall 11
Breaking the Promise
The Promise
Survivorship Bias
Talk with Former Customers
Overcoming Pitfall 11: Keep Your Promise
Pitfall 12
Building Not Selling
Marketing
Marketing Quick Wins in Building Your Funnel
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
Sales
Strategy
Go Big or Go Home
Overcoming Pitfall 12: Drive Revenue
Pitfall 13
A Thousand Great Ideas
One Idea at a Time
A Simple Solution
Overcoming Pitfall 13: Laser Focus
Pitfall 14
Playing the Victim
No Excuses
Finding Serenity above the Storm
Eustress Versus Distress
Fight-or-Flight vs. Thrill-and-Skill
Change Your Language to Change Your Brain
Overcoming Pitfall 14: Get Excited About Challenges
Pitfall 15
Lacking Structure
Ownership Structure
Offering Ownership Is a Taxable Event
Build a “Top of the Mountain” Org Chart
Use Vesting and Employee Stock Options
Create a Capitalization Table
Determine a Distribution Structure
Leadership Structure
Legal Structure
Board Structure
Overcoming Pitfall 15: Build a Solid Foundation
Pitfall 16
Losing Sight of Culture
The Meaning of Culture
Vision and Purpose
Contribution
Safety
Gratitude/Respect
Growth
Communication
Overcoming Pitfall 16: Nurture Culture
Conclusion
References
Resources
About the Author
About Entrepreneur’s Paradox
Suggested Reading List for Entrepreneurs
