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Foreword | iii | |
Dedication | vi | |
The Science Behind This Book | vii | |
Disclaimer | x | |
1. | Finding Your Best Idea: Are You Where You Want To Be? | 1 |
2. | Advancing Your Concept: The Process of Self-Assessment | 14 |
3. | Assessment: The Best Ways To Test Your Idea | 29 |
4. | Do It Yourself R&D: Creating A Model and Protecting It | 47 |
5. | First Steps To Market: Materializing Your Concept | 64 |
6. | Testing The Market: Making It Go Without Letting It Go | 77 |
7. | Initial Sales: "Hello Out There. What Do You Think?" | 100 |
8. | Pricing, Sales, And Distribution: Converting Dream to Dollars | 112 |
9. | Credible, Mostly-Free Advertising That Works: "Hey boss, look at this." | 129 |
10. | Credible, No-Risk Paid Advertising: Crossovers, Coupons, and Cuts | 154 |
11. | Publicity: Winning Sales by Earning Hearts | 164 |
12. | Conventional Advertising: If It Doesn't Pay, You Don't Play | 175 |
13. | Moving Goods & Services to Market: The Joy of Demand | 188 |
14. | Business Success: The Elements of Sustained Profitability | 196 |
Afterward: Time to Make Your Ideas Come to Life | 204 |
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