How to Turn Trends into Fortunes: Chapter Excerpt
Following are the 24 chapters in Stu's fast-reading book. The chapters, referred to as "Principles" by Stu, each contain numerous anecdotes from his dynamic career that bring his concepts to life. Each chapter ends with "Some Things To Think About," which are bullet-point, concrete action steps following from the principles in that chapter that you can apply immediately. The links below take you to excerpts from that section.
 
  Introduction xi
     
  A Case Study 3
     
Principle 1 See the Field: Lessons in Spotting - Opportunities from Joe Montana and My Dad 9
     
Principle 2 Set the Woods on Fire: The Best Way to Promote Yourself Is to Beat the Bush, Instead of Beating Around It 17
     
Principle 3 Go West, Young Man: Reflections on the Hypotehsis That a Rat Moves Faster the Closer It Gets to the Goal 23
     
Principle 4 Don't Marry Your Product or Idea: Learn to Leave the Table After Love Stops Being Served 31
     
Principle 5 Time Isn't Money: If You Don't Spend It Today, It's Gone Forever 39
     
Principle 6 Business Is a Contact Sport: The Fatter Your Rolodex, the Fatter Your Wallet 47
     
Principle 7 Be a Person of Character: The Only Lie That Will Ever Net You a Dollar Is the Lie You Didn't Tell 55
     
Principle 8 Silence Is Golden: You'll Never Learn Anything While Your Lips Are Moving 63
     
Principle 9 Have No Shame: You'll Never Be a Wallflower If You Don't Wait to Be Asked 71
     
Principle 10 Break the Rules: The Only S.O.P. You Should Accept Is That Which Increases Your B.O.T.T.O.M. L.I.N.E. 79
     
Principle 11 Taylor's Pyramid Planning: The First Thing You Should Do Every Day Is the Thing That Will Get the Most Weight Off Your Shoulders 87
     
Principle 12 Taylor's Law: Everything That Can Go Wrong Will Go Wrong--If You Expect It To 95
     
Principle 13 The Ugly Executive: Today's Most Fatal Business Disease Is the Inability to Pick Up the Phone and Say Hello 103
     
Principle 14 The Real Art of the Deal: The Key Is How Well You Buy, Not How Well You Sell 111
     
Principle 15 Pick a Mentor: The Best Education You Can Get Is an M.B.A.--Master Businessperson Appreciator 119
     
Principle 16 It's Not Only What You Know: The Art and Science of Establishing Connections to Build a Highway to Success 127
     
Principle 17 Beware of the Meeting Monster: How to Run a Successful Business Without Ever Scheduling a Meeting 135
     
Principle 18 Be Market Smart: Using the Dynamics and Psychology of Impulse Buying 143
     
Principle 19 Be a Business Masochist: If You Have to Beat Up on Somebody When a Mistake Is Made, Beat Up on Yourself 151
     
Principle 20 Put Yourself in the Spotlight: Cultivating Attention Can Make Your Reputation Grow 157
     
Principle 21 Invest in Yourself: Good Reasons Why You Should Be Eager to Go Back to School 165
     
Principle 22 Stoke the Fires While They're Hot: The Essence of Business Genius 169
     
Principle 23 Leap Off the Cliff: A Career Change Can Be the Most Invigorating Experience of Your Life 177
     
Principle 24 Peer Into the Crystal Ball: The Dangerous But Exciting Pasttime of Forecasting the Future 183
     
  Index 189
 

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