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Ready, Fire, Aim


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Table of Contents

Foreword xi Acknowledgments xiii About the Author xv PART ONE Being All That You Can Be 1 INTRODUCTION The Very Best Job in the World 3 CHAPTER 1 Getting to the Next Level 13 CHAPTER 2 Why Employee Size Matters: A Different Way of Measuring the Four Stages 23 CHAPTER 3 Becoming a Five-Star Business Genius 31 PART TWO Stage One: Infancy 41 CHAPTER 4 The Supremacy of Selling 43 CHAPTER 5 Your Optimum Selling Strategy and the Four Fundamental Secrets of Selling Your First Product 67 CHAPTER 6 Mastering the Copy Side of Selling 91 CHAPTER 7 Secondary--Yet Important--Priorities for Stage One Businesses 109 CHAPTER 8 A Quick Review of the Problems, Challenges, and Opportunities Faced by the Stage One Entrepreneur 121 PART THREE Stage Two: Childhood 129 CHAPTER 9 From $1 Million to $10 Million and Beyond: How to Break through the One-Product-Company Syndrome 131 CHAPTER 10 Innovation--the Key to Second-Stage Growth 147 CHAPTER 11 Speed: Putting Ready, Fire, Aim into Your Business 167 CHAPTER 12 Getting Ready 181 CHAPTER 13 What Are You Waiting For? Start Firing Already! 195 CHAPTER 14 Aiming the Product 205 CHAPTER 15 Aiming the Marketing, Part 1: A Quick Crash Course 219 CHAPTER 16 Aiming the Marketing, Part 2: Understanding the Buying Frenzy 239 CHAPTER 17 Ready, Fire, Aim in Action 259 CHAPTER 18 A Quick Review of the Problems, Challenges, and Opportunities Faced by the Stage Two Entrepreneur 271 PART FOUR Stage Three: Adolescence 279 CHAPTER 19 Making the Stage Three Transformation 281 CHAPTER 20 Changing into a Corporate Leader 295 CHAPTER 21 Filling Your Stage Three Business with Stars and Superstars 307 CHAPTER 22 Bottlenecks, Bureaucracy, and Politics 321 CHAPTER 23 A Quick Review of the Problems, Challenges, and Opportunities Faced by the Stage Three Entrepreneur 333 PART FIVE Stage Four: Adulthood 339 CHAPTER 24 The Last Big Change 341 CHAPTER 25 Acting as Your Company's Main Investor 349 Afterword 357 Notes 361 Index 365

About the Author

Michael Masterson has developed a loyal following of more than 250,000 subscribers with Early to Rise (, an e-newsletter published by Agora, Inc. Throughout his remarkably successful business career, Masterson has been a partner in two businesses that grew beyond $100 million, two more that exceeded $50 million, and at least a dozen that surpassed the $10 million mark. He is also the author of the New York Times , Wall Street Journal , and bestsellers Seven Years to Seven Figures , Automatic Wealth , and Automatic Wealth for Grads ... and Anyone Else Just Starting Out (all from Wiley), and Confessions of a Self-Made Multimillionaire . Subscribe to Michael Masterson's daily e-zine at

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