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You Gotta Have Balls
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Table of Contents

ACKNOWLEDGMENTS ix PROLOGUE LAST CALL AT YANKEE STADIUM xi INTRODUCTION BEING ALL IN xv Chapter 1 WHAT?S WITH THE WATER IN BROOKLYN? 1 Chapter 2 THE SECRET OF ?WHAT ELSE?? 15 Chapter 3 LIFE, DEATH, AND SODA 23 DEWEY HIGH SCHOOL 23 SYRACUSE 30 Chapter 4 YES OR YES 41 IF IT ISN?T EASY, IT ISN?T POSSIBLE 51 Chapter 5 GETTING THE RAISE, THEN THE JOB 57 Chapter 6 THE ONLY SPORTS BAR IN NEW YORK 71 Chapter 7 WAITING TO BE STRUCK BY LIGHTNING 77 MAKING CONNECTIONS 78 THE ?86 GIANTS 81 MEETING MARA 83 ONE THING LEADS TO ANOTHER 85 ON MY OWN 87 MAKING THE MARKET 90 DREAMING UP APPEARANCES 94 MEDICINE MEN 97 OUR FIRST MAJOR DEAL 102 YOU NEVER KNOW 105 Chapter 8 PLAY THE GAME, NOT THE SCORE 107 RELATIONSHIPS, NOT TRANSACTIONS 111 Chapter 9 TURNING MEMORIES INTO MONEY 115 EXPANDING OUR BUSINESS 115 MY FAVORITE COLLECTIBLE 120 Chapter 10 THE BIG BREAK: YANKEES-STEINER 125 Chapter 11 THE LIGHT IN THE OTHER ROOM 133 Chapter 12 TURNING DIRT INTO DOLLARS 139 Chapter 13 A JEWISH KID MEETS TOUCHDOWN JESUS 143 Chapter 14 THE FINAL DAYS OF YANKEE STADIUM 153 THE FRIEZE 164 THE ORIGINAL BRICKS 166 THE ??I WANT TO THANK THE GOOD LORD FOR MAKING ME A YANKEE?? SIGN 168 THE BLACK 168 THE FOUL POLES 170 THE CLUBHOUSE CARPET 170 Chapter 15 NOTHING BUT A DREAMER 171 Chapter 16 SANDLOT WISDOM 175 GET EVERYONE TO BUY IN 176 MAKE SURE INDIVIDUALS KNOW WHAT?S EXPECTED OF THEM 177 IF YOU CAN?T MOTIVATE, INCENTIVIZE 178 MAKE EVERYONE FEEL IMPORTANT 179 CONCLUSION WHAT MAKES YOU TICK? 183 INDEX 189

About the Author

BRANDON STEINER is the founder and chairman of Steiner Sports Marketing and Memorabilia, the largest company of its kind in America. Considered a sports marketing guru, Brandon is a permanent fixture in the media as a regular on ESPN Radio 1050 and as co-host of Yankees-Steiner: Memories of the Game on the YES Network. He is also regularly featured on CNBC, CNN, MSNBC, ESPN, and in newspapers including the New York Times and the Wall Street Journal. The author of The Business Playbook: Leadership Lessons from the World of Sports, Brandon lives in Scarsdale, New York, with his wife, Mara.

Reviews

?Brandon Steiner is not only the biggest sports memorabilia collector on the planet, but he is also one of the best collectors of relationships and business contacts. You Gotta Have Balls is a must read. I thoroughly enjoyed it.??Larry King

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