The Art of the Start
The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything
Editorial Review
You have the idea of a lifetime and yet you do not know where and how to begin. It is a dilemma shared by entrepreneurs everywhere. So, what does it take to turn a great idea into action? The best reason to start an organization is to make meaning. Meaning is not about money, fame or power. Instead, meaning is about making the world a better place, increasing the quality of life, righting a wrong and preventing a good thing from ending. Crafting a mission statement is usually one of the first steps entrepreneurs undertake. Unfortunately, this process is usually a painful and frustrating experience that results in exceptional mediocrity. Postpone writing your mission statement, you can come up with it later when you’re successful and have lots of time and money to waste. Instead of a mission statement, take your meaning and make your own mantra. Examples of mantras include Disney’s “Fun family entertainment” and Nike’s “Authentic athletic performance.” Thus, the beauty of a mantra is that everyone expects of it to be short and sweet.
Book Reviews
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Wisdom to Share
Define your customers and their needs. Come up with a sales mechanism that will earn you more money than what you’re spending.
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