About the Authors xiii Introduction xv Chapter 1 The Problem with "The Problem" 1 1.1 Living the Problem: Why Firsthand Experience Matters 1 1.2 Bill Warner: Revolutionizing Video and Film Editing 5 1.3 How to Attain Secondhand Knowledge of the Problem 11 Chapter 2 Delegate Sales at Your Own Peril 23 2.1 Overcoming Your Disdain of Sales 23 2.2 Welcome to Harvard Business School's Entrepreneurial Sales Course 24 2.3 Matthew Riley, U.K.
Telecoms Market Disruptor 29 2.4 Dream Big and Win: Landing TransPerfect's First Customer 36 2.5 How Katie Couric Media Landed Its First Customer 39 2.6 Building Your Sales Culture 48 2.7 Turning Around the Root Causes of Failure in Sales 49 Chapter 3 Fundraising 55 3.1 You're Going to Need Cash 55 3.2 Mary McLaughlin, Independent Tire 56 3.3 Fundraising Best Practices 59 3.
4 What Every Entrepreneur Can Learn from the Challenges of Launching and Growing a Mission-Driven Nonprofit 65 3.5 Marvin Pierre, Founder and Executive Director of Eight Million Stories, Inc.: Disrupting the School-to-Prison Pipeline 69 Chapter 4 Leadership 83 4.1 Avoid Becoming a "Flailing Founder" 83 4.2 Lessons on Leadership: Mark Fusco, Olympic Athlete and CEO 85 4.3 Why Distributed Leadership Works 91 4.4 A Test in Leadership: Entrepreneurship Through Acquisition (ETA) 93 Chapter 5 Marketing and Promotional Campaigns 105 5.1 Start at the Beginning 105 5.
2 The Benefits of Earned Media Coverage 106 5.3 Media Training: Make Your Messages Stick 111 5.4 Leverage AI to Build Your Campaign 116 5.5 Errico Porzio's "Social Pizza" 119 5.6 Digital Marketing Best Practices 122 5.7 Scott Ginsberg: Titan Casket, Funeral Industry Disrupter: Marketing Mortality by Thinking Outside the Box 125 Chapter 6 Reframing Failure 139 6.1 The Silence of Failure 139 6.2 The Art of the Pivot: Saving Your Company by Killing the Idea You Love 142 6.
3 Ricky Ashenfelter and Emily Malina, Spoiler Alert: Saving Excess Inventory from Landfills 143 6.4 The Murder Board: Killing an Idea or Strengthening It 147 6.5 Founder as "Chief Security Officer": Creating a Culture of Cybersecurity Resiliency 149 6.6 Recessions: A Surprisingly Good Time to Launch a Start-Up 152 6.7 Cara Nicoletti, Seemore Meats & Veggies: Sausage Industry Disruptor 154 Chapter 7 Endings and Beginnings 163 7.1 Age and High-Growth Entrepreneurship 163 7.2 Entrepreneurship as a Second Act: Dave Picarillo, Twin Barns Brewing Company 164 7.3 Charlie Tillinghast: From MSNBC.
com President to Founder of Factal 169 7.4 The Challenges of Letting Go 175 7.5 Selling Your Company: Best Practices 176 7.6 Cementing Your Legacy 178 7.7 Why Entrepreneurs Endure 179 Further Readings 181 Disclosures 183 Acknowledgments 185 Notes 189 Index 201.