A quick word
before we begin

Just about everyone knows what entrepreneurs do. They solve needs in new (and profitable) ways.

It’s how they do it that people rarely understand completely.

In other words, most people get the big picture— what is traditionally referred to as strategy; it is at the tactical level that they fall down.

And so that’s where we are going to spend our time: on the tactics and principles that successful entrepreneurs use. That’s why I have organized the book by principles, not chapters.

With that by way of background, let’s get started.