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Table of Contents

Introduction 1 Part I: Principles for Becoming Oversubscribed 7 Principle 1 Demand and Supply Set the Price 9 Principle 2 Separate Yourself from the Market 19 Principle 3 The Four Drivers for a Market Imbalance: Innovation, Relationships, Convenience and Price 29 Principle 4 Buying Environments Create Buyers 41 Principle 5 It's OK to be Diff erent 53 Principle 6 Value is Created in the Ecosystem 69 Principle 7 Nothing Beats Being Positively Remarkable 83 Part II: The Campaign Driven Enterprise Method: Turning Principles Into Strategy 89 Phase 1 Campaign Planning: Know Your Capacity, Who It's for and When You Can Deliver It 95 Phase 2 Build Up to Being Oversubscribed 117 Phase 3 Release When Oversubscribed 137 Phase 4 Remarkable Delivery 153 Phase 5 Celebrate and Innovate 163 Part III: You, Your Team and the Crazy Times We Live In 173 It's Time to Paddle 175 Struggle, Lifestyle or Performance? 177 The CDE Team 183 One Last Thing: The Chapter I Wrestled with 209 Acknowledgements 211 About the Author 213


"[A] lively and highly inspiring book about entrepreneurship" (The Irish Times, April 2015)

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