Contents
Preface
1/ How to Turn a $6 Sale Into a $330 Sale
2/ The Goodwill Bank
3/ I Will Never Buy Gas Anywhere Else Again
4/ Pickers and Planters
5/ Uncle Charlie
6/ Uncle Charlie Part II
7/ The Credo
8/ A Language Lesson
9/ The King of Razors
10/ A Bit of Island Innovation
11/ The Mad Zaggers
12/ What Do You Believe?
13/ Silencing the Inner Voice
14/ The Method of Wasps
15/ Really
16/ Ray said
17/ Listening to Madmen
18/ All-Star
19/ Branding 101
20/ The Faces of Toby
21/ How to Have a Good Idea
22/ Little Ball
23/ Beautiful, Like Me?
24/ The Quitter
25/ My Divine Hammer
26/ Jack's Short Course on Selling
27/ Wisdom from Dad
28/ My Junk
29/ The Worst Salesman I Ever Met
30/ My New Suit
31/ Befriend Thy Enemy
32/ 10 Rules for the Marketing Ace
33/ The Drama Unfolding
34/ Dethroning the Emperor
35/ Who Let the Dogs Out?
36/ Believe Me!
37/ I Have an Idea
38/ Edgar, My Hero
39/ The Secret
40/ People Like You
41/ How Interactive are You?
42/ Spilled Milk
43/ Dear Mr. O'Hara
44/ Don't They Know Better?
45/ Committee See, Committee Do
46/ You're More Creative Than You Think
47/ Snap the Elastic
48/ Have You Bought Caviar Recently?
49/ Ralph's Personal Guru
50/ Five Final Questions