Foreword (Michael Dell, Chairman and CEO of Dell). Introduction. Part 1 The Start-Up Playbook: How to Turn a Simple Idea into a High Growth Company. Play #1: Allow Yourself Time to Recharge. Play #2: Have a Big Dream. Play #3: Believe in Yourself. Play #4: Trust a Select Few with Your Idea and Listen to Their Advice. Play #5: Pursue Top Talent as If Your Success Depended on It. Play #6: Sell Your Idea to Skeptics and Respond Calmly to Critics. Play #7: Define Your Values and Culture Up Front. Play #8: Work Only on What Is Important. Play #9: Listen to Your Prospective Customers. Play #10: Defy Convention. Play #11: Haveand Listen toa Trusted Mentor. Play #12: Hire the Best Players You Know. Play #13: Be Willing to Take a RiskNo Hedging. Play #14: Think Bigger. Part 2 The Marketing Playbook: How to Cut Through the Noise and Pitch the Bigger Picture. Play #15: Position Yourself. Play #16: Party with a Purpose. Play #17: Create a Persona. Play #18: Differentiate, Differentiate, Differentiate. Play #19: Make Every Employee a Key Player on the Marketing Team, and Ensure Everyone Is On-Message. Play #20: Always, Always Go After Goliath. Play #21: Tactics Dictate Strategy. Play #22: Engage the Market Leader. Play #23: Reporters Are Writers; Tell Them a Story. Play #24: Cultivate Relationships with Select Journalists. Play #25 Make Your Own Metaphors. Play #26: No Sacred Cows. Part 3 The Events Playbook: How to Use Events to Build Buzz and Drive Business. Play #27: Feed the Word-of-Mouth Phenomenon. Play #28: Build Street Teams and Leverage Testimony. Play #29: Sell to the End User. Play #30: The Event Is the Message. Play #31: Reduce Costs and Increase Impact. Play #32: Always Stay in the Forefront. Play #33: The Truth About Competition (It Is Good for Everyone). Play #34: Be Prepared for Every Scenario . . . and Have Fun. Play #35: Seize Unlikely Opportunities to Stay Relevant. Play #36: Stay Scrappy . . . but Not Too Scrappy. Part 4 The Sales Playbook: How to Energize Your Customers into a Million-Member Sales Team. Play #37: Give It Away. Play #38: Win First Customers by Treating Them Like Partners. Play #39: Let Your Web Site Be a Sales Rep. Play #40: Make Every Customer a Member of Your Sales Team. Play #41: Telesales Works (Even Though Everyone Thinks It Doesn't). Play #42: Don't Dis Your First Product with a Discount. Play #43: Sales Is a Numbers Game. Play #44: Segment the Markets. Play #45: Leverage Times of Change. Play #46: Your Seeds Are Sown, so Grow, Grow, Grow. Play #47: Land and Expand. Play #48: Abandon Strategies That No Longer Serve You. Play #49: Old Customers Need Love. Play #50: Add It On and Add It Up. Play #51: Success Is the Number-One Selling Feature. Part 5 The Technology Playbook: How to Develop Products Users Love. Play #52: Have the Courage to Pursue Your InnovationBefore It Is Obvious to the Market. Play #53: Invest in the Long Term with a Prototype That Sets a Strong Foundation. Play #54: Follow the Lead of Companies That Are Loved by Their Customers. Play #55: Don't Do It All Yourself; Reuse, Don't Rebuild. Play #56: Embrace Transparency in Everything You Do or Be Transparent and Build Trust. Play #57: Let Your Customers Drive Innovation. Play #58: Make It Easy for Customers to Adopt. Play #59: Transcend Technical Paradigms. Play #60: Provide a Marketplace for Solutions. Play #61: Harness Customers' Ideas. Play #62: Develop Communities of Collaboration (aka Love Everybody). Play #63: Evolve by Intelligent Reaction Part 6 The Corporate Philanthropy Playbook: How to Make Your Company About More Than Just the Bottom Line. Play #64: The Business of Business Is More Than Business. Play #65: Integrate Philanthropy from the Beginning. Play #66: Make a Foundation Part of Your Business Model Play #67: Choose a Cause That Makes Sense and Get Experts on Board. Play #68: Share the Model. Play #69: Build a Great Program by Listening to the Constituents. Play #70: Create a Self-Sustaining Model. Play #71: Share Your Most Valuable ResourcesYour Product and Your People. Play #72: Involve Your Partners, Your Vendors, Your Network. Play #73: Let Employees Inspire the Foundation. Play #74: Have Your Foundation Mimic Your Business. Part 7 The Global Playbook: How to Launch Your Product and Introduce Your Model to New Markets. Play #75: Build Global Capabilities into Your Product. Play #76: Inject Local Leaders with Your Corporate DNA. Play #77: Choose Your Headquarters and Territories Wisely. Play #78: Box Above Your Weight. Play #79: Scale Without Overspending. Play #80: Understand Sequential Growth. Play #81: Uphold a One-Company Attitude Across Borders. Play #82: Follow Strategy, Not Opportunity. Play #83: Going Far? Take a Partner. Going Fast? Go Alone. Play #84: Fine-Tune Your International Strategy. Play #85: Send Missionaries to Build New Markets Play #86: Handle Global Disputes with Diplomacy (aka Light and Love). Play #87: Edit an Overarching Outlook. Play #88: Bring Old Tricks to New Regions. Play #89: Dont Use a Seagull Approach; the Secret to Global Success Is Commitment. Part 8 The Finance Playbook: How to Raise Capital, Create a Return, and Never Sell Your Soul. Play #90: Don't Underestimate Your Financial Needs. Play #91: Consider Fundraising Strategies Other Than Venture Capital. Play #92: Use Internet Models to Reduce Start-Up Costs. Play #93: Set Yourself Up Properly from the Beginning, Then Allow Your Financial Model to Evolve. Play #94: Measure a Fast-Growing Company on Revenue, Not Profitability. Play #95: Build a First-Class Financial Team. Play #96: Be Innovative and Edgy in Everything You DoExcept When It Comes to Your Finances. Play #97: When It Comes to Compliance, Always Play by the Rules. Play #98: Focus on the Future. Play #99: Allow for Change as Your Company Grows. Part 9 The Leadership Playbook: How to Create Alignmentthe Key to Organizational Success. Play #100: Use V2MOM to Focus Your Goals and Align Your Organization. Play #101: Use a Top-Down and Bottom-Up Approach. Play #102: Build a Recruiting Culture. Play #103: Recruiting Is Sales. Play #104: Keep Your Standards High as You Grow. Play #105: How to Retain Top Talent. Play #106: The Importance of Mahalo. Play #107: Build Loyalty by Doing the Right Thing. Play #108: Challenge Your Best People with New Opportunities. Play #109: Solicit Employee Feedbackand Act on It. Play #110: Leverage Everything The Final Play. Play #111: Make Everyone Successful. Notes. About the Author. Index.
