Part One: Understanding entrepreneurship communication Chapter 1: Introduction: Entrepreneurship as dialogue Chapter 2: Why a good idea isn't enough: Diffusion vs translation Chapter 3: Turning stakeholders into allies: The moments of translation Part Two: Starting the dialogue Chapter 4: "Get out of the building": Interviewing potential customers about their problems Chapter 5: Vitamins vs aspirins: Identifying market pain so you can iterate your value proposition Chapter 6: Goods-Dominant Logic vs Service-Dominant Logic Part Three: Developing, iterating, and expressing value propositions Chapter 7: What's a value proposition? Chapter 8: How do you develop a value proposition? Chapter 9: How do you iterate a value proposition? Chapter 10: How do you express a value proposition across communications? Creating strategic and tactical coherence Part Four: Continuing the dialogue: Co-creating the solution with the market Chapter 11: Establishing feedback loops to better understand the problem or opportunity Chapter 12: The Minimal Viable Product (MVP) Chapter 13: The Business Model Canvas (BMC) Chapter 14: The Pitch Chapter 15: Handling Q&A after the pitch Part Five: Handling failure--and success Chapter 16: "Failing faster" means learning faster Chapter 17: Succeeding means moving onto the next step Chapter 18: Conclusion: Beyond Startups Acknowledgments Appendices Appendix A: The GrandsPlan pitch Appendix B: Studies on entrepreneurship communication Notes.