INDEX

Academic degree programs, entrepreneurship and

Accelerated Aggie Proficiency

Accelerated Proficiency

approach of
defining the center
Krav Maga program
law of motion
rule of repetition and
rules and procedures
steps and guiding principles of
system of
teaching yourself selling and
“wax on, wax off” approach

Accelerated Proficiency U., mission at

Action

in Belief Cultures
customers and
execution and
selling and
turning idea into

Advertising

Airborne

“And versus Or” Rule

Apple

Approach question

Attributes, customers and

Awareness, building

Basic Underwater Demolition/SEAL (BUD/S)

Beatles

Belief

Belief Culture(s)

E-Companies and
entrepreneurial
starting of
teams and
working in

Believable attribute

Belonging, love of

Benefits, selling and presenting

“The Ben Franklin Close”

Berns, Gregory

Best ideas

easy and fast product as
focusing on one thing
inspiration and
one percent better approach
small ideas as

Bhide, Amar V.

Big picture/little picture principle

Billion-Dollar business

BMW, Dominant Selling Idea for

Branding 101. See also Brand(s)

becoming famous
choice of branding
claiming brands
elevator pitch
framing and reframing brands
kinds of
mission and
naming
taglines and

Brand(s). See also Dominant selling idea (DSI)

Break-even point

Brodsky-Chenfeld, Dan

Bryce, David

Buckingham, Marcus

BUD/S (Basic Underwater Demolition/SEAL)

Business(es)

Billion-Dollar
customers and success of
ideas
plans
unique difference in

Cabinet-level Department of Entrepreneurship

Carnegie, Dale

CEOs

Challenge(s), companies and

Chobani Greek Yogurt, Dominant Selling Idea for

Churchill, Winston

Cialis, Dominant Selling Ideas for

Cirque du Soleil

Claiming brands

Claims

Clapton, Eric

Clifton, Jim

Clinton, Bill

Closing, the sale

Cognitive reappraisal

Cohen, David

Collaborative workspaces

Collins, Jim

The Coming Jobs War (Clifton)

Commodity business

Comparisons, framing with

Competition

Condon, Pat

Counterparties

Culture

Customer(s). See also Selling

business planning and
decision of
definition of
needs of
psychology of
risk and
succeeding with
tapping
unique difference and
value to business

Data

Denning, Stephen

Diehard Batteries, Dominant Selling Ideas for

Divergent thinking

Doing, process of

Dominant Selling Idea (DSI)

brands and
elements of
examples of
famous brands and
framing and
ingredients of
marketers and
taglines and

Do More Faster: TechStars Lessons to Accelerate Your Startup (Cohen and Feld)

“Do unto others . . .”

DSI. See Dominant Selling Idea (DSI)

Durant, Will

Dyson, James

E-companies

Edison, Thomas

Elevator pitch, four-line

Elmendorf, Dirk

Emotional Mechanics. See also Fear; True teams

definition and examples
goodness and
knowing what to do and
learning
obstacles, love, belief and
procedures and automatics
reframing and
risk, failure and
self-talk and
teaching
understanding

Emotions

Employees

Endorsements

Enterprise

Enterprise Rent-A-Car, Dominant Selling Idea for

Enthusiasm

Entrepreneurial anxiety

Entrepreneurial awareness

Entrepreneurial ecosystem

Entrepreneurial leadership

Entrepreneur(s). See also Entrepreneurship

best
building brands
business stages
dream of
from entrepreneurial to
key to
learning, education, and
mobilizing and maximizing
optimizers vs.
plans of revenue
risk and

Entrepreneurship

Cabinet-level Department of
definition of
education
Lehman on
reason for caring about

Erving Paper Mills company

Execution

Exposure, Accelerated Proficiency and

Extinguishing, for handling uncertainty

Failure, power of

Famous

Fear

achievement
brain and
cultures
extinguishing
motive force and
starting businesses and
training
true teams and
turning to energy
of uncertainty
understanding

Fear, Uncertainty, and Doubt (FUD)

Feedback loop

“Feel, Felt, Found”

Feld, Brad

Ferrari, Dominant Selling Idea for

Ferriss, Tim

Fish Camp

Focus

Focus: The Future of Your Company Depends on It (Ries)

Ford, Henry

Framing brands

branding and
customers and reframing
with famous comparisons
method of
with simple metaphors

Friedman, Tom

FUD. See Fear, Uncertainty, and Doubt (FUD)

Gallup

Gates, Bill

Geekdom

Geico, Dominant Selling Idea for

Geox shoes, Dominant Selling Idea for

Gettysburg Address

Gigerenzer, Gerd

Giving before receiving

Glengarry Glen Ross (play)

Gomez, Lorenzo

Good to Great (Collins)

Google/Google Maps

Greitens, Eric

Gross domestic product (GDP), comparison of

Gut Feelings: The Intelligence of the Unconscious (Gigernzer)

Hall’s throat lozenges, Dominant Selling Idea for

Harnish, Verne

The Heart and the Fist: The Education of a Humanitarian, the Making of a Navy SEAL (Greitens)

Heuristics

Home ATM

Housen, Charley

How to Win Friends and Influence People (Carnegie)

Human Capitalism

Iconoclast (Berns)

ICQ

Ideas. See also Best ideas

business
change of
competition and
customers in real market and
paying money for
perfect
shaping of
small
successful enterprise and
turning into action

Identity, cultural symbols and

Important attribute

Inside entrepreneurs

iPod

Israeli commandos, power and size of teams

Israeli Defense Forces (IDF)

Israeli Special Forces

Israel Office of Chief Scientist

Jacobsen, Eric

Jobs, entrepreneurs and

Jobs, Steve

Johnson, Spencer

The Karate Kid (movie)

Kashi products, Dominant Selling Idea for

Kayak.com

Klaidman, Daniel

Krav Maga program

Kroc, Ray

Language, UnStoppable

Las Vegas Convention and Visitors Authority, Dominant Selling Ideas for

Law of Laser

Law of motion

Leader/leadership

The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses (Ries)

Lehman, Chris

Live rounds, practicing with

Lombardi, Vince

Longo, Nick

Love

Loyalty

Mamet, David

MAP. See Master Aligning Principle (MAP)

Marketing

Master Aligning Principle (MAP)

Mastering the Rockefeller Habits (Harnish)

McDonald’s

Measurable attribute

Metaphors

MFQ. See Minimally Functionally Qualified (MFQ)

Micro-scripts
best
definition of
at Rackspace
self-talk and

Miller, Morris

Minimally Functionally Qualified (MFQ)

Minimum Viable Product (MVP)

business planning and
customers and
developing and testing
U.S. SEALs and

Mission

M&M’s, Dominant Selling Idea or

Motion, law of

MVP. See Minimum viable product (MVP)

Names, to signify identity

Name tags

Naming brands

Navy. See U.S. Navy SEALs

Netflix

Net Promoter Score (NPS)

Nike, Dominant Selling Idea for

Nordstrom, Dominant Delling Difference for

Now Discover Your Strengths (Buckingham and Clifton)

NPS. See Net Promoter Score (NPS)

Objections, selling and answering

Obligatory questions

Obstacles, power of

One Item of Carry-on Rule

The One Minute Sales Person (Johnson and Wilson)

Open-ended questions

Optimizers vs. entrepreneurs

Ouahnouna, David

Own-able attribute

Pain, customers and

People

Performance

Piper Cub Principle

Political campaigns, use of micro-scripts for

Pork, Dominant Selling Idea for

Positioning

Positioning: The Battle for Your Mind (Trout)

Power Set

Price, business idea and

Problem obsession, customers and

Procedures and automatics, for handling uncertainty

Product(s). See also Minimum Viable Product (MVP)

belief in
building with unique difference
enthusiasm about
features and benefits of
real vs. ideal

Proof, customers and

Qualities, of true teams

Question-and-Answer Quality, Not Quantity

Questions, asking

R. H. Macy

Rackspace

Accelerated Proficiency and
biggest customer
business of
discovering its difference
Dominant Selling Idea and
Fanatical Support
as managed-hosting company
managing to strengths at
mission of
naming, framing, and claims at
as prototype of E-companies
using names to identify with

Rapport

Reframing, rational, mastering Emotional Mechanics and

Reichheld, Fred

Reis, Eric

Relationships, with customer

Repetition

customers and
Emotional Mechanics and
rule of

Repetitive words, taglines and

Revenue

breaking even
businesses and
business planning and
Dominant Selling Idea and
as key for start-ups

Rhythm/rhyme, micro-script language and

Ries, Al

Ries, Eric

Risk

customers and
entrepreneurs and
power of

Risk mitigators

Robbins, Tony

Robinson, Sir Ken

Roosevelt, Theodore

Rule of repetition, in Accelerated Proficiency

Rule of thumbs. See Heuristics

Rules Set

Salespeople

closing the sale
connecting with customers
Dominant Selling Idea and
handling objections
as listeners

Satisfaction, customers and

Schley, Dan

SEALs. See U.S. Navy SEALs

Second-stage entrepreneurs

Seed-financing organizations

Self-talk

Self-teaching

Selling. See also Selling difference

in Accelerated Proficiency way
brand
definitions and actions of
entrepreneurs and
steps of
using the pyramid
X factor in

Selling difference. See also Brand(s)

anatomy of
brand as
ingredients of
specific

Senor, Dan

Sequoia Capital

Signage logos

Singer, Saul

Sinners and Saints Restaurant, Dominant Selling Ideas for

Skill Set

Slogans, selling differences in

The Social Conquest of Earth (Wilson)

Social media, getting famous using

Solo entrepreneurs

Specificity, Dominant Selling Idea and

Speed, customers and

Splenda, Dominant Selling Idea for

Stakeholders, successful enterprise and

Starbucks, brand of

Start-up entrepreneurs

Start-up Nation (Senor and Singer)

Start-ups

Stevenson, Howard

Strategic Three

Strength, building and managing

StrengthsFinder™ program

Substance, micro-scripts and

Success

customers and
keys to
of Rackspace
serving customers and
stakeholders support and
without advertising

Superlative attribute

Superpowered teams, roots of

Symbols, cultural

Tactical Three

Tagline(s)

in ads
claims and
examples of
for micro-scripts
of Rackspace
of Starbucks

Teams. See True Teams

Technicals. See Skill Set

TechStars

Ten Commandments, as micro-scripts

10-10-10 plan

Texas A&M Aggies

The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses (Reis)

“The One Number You Need to Grow” (Reichheld)

“The Song of the Entrepreneur”

“30–60–90” Rule

Thomas, Dave

Timex watches, Dominant Selling Idea for

Toyota, Dominant Selling Idea for

Tracy, Brian

Tradition, culture and

Triangle-centric vs. product centric

Trout, Jack

True teams

building culture supporting
business competitive advantage and
business planning and
Emotional Mechanics and
nominal teams vs.
power of
qualities of
at Rackspace
small and super-powered
success and
in U.S. Navy SEAL

Trump, Donald

Trust

of customers
enthusiasm and
time and
true teams and

U.S. of America, as start-up nation

Uncertainty, handling of

Unique difference

adjusting specialty and
brand and
building product with
in business
business success and
choosing one
customer’s mind and
identifying
of Rackspace

Unique selling

brand
idea

Universal difference, focusing on

Universal paradox

UnStoppable six

business planning and
organization of
strategic three
tactical three

U.S. Navy SEALs

big picture/little picture principle
handling Emotional Mechanics
Hell week
key to success
methods of minimizing risk
procedures and automatics
training and practice of
true teams
use of failure
values of

U.S. Post Office, Dominant Selling Idea for

Valentine, Don

Value propositions. See also Dominant Selling Idea (DSI)

Values

Vardi, Yossi

Visual IDs, to identify teams

Volvo, Dominant Selling Idea for

Watson, Thomas Jr.

“Wax on, wax off” approach

Webvan.com

Weston, Graham

about employees
cattle business
discovering the difference
on Fanatical support
Fish Camp
ideas for business
naming at Rackspace
Net Promoter Score
on Rackspace growth
on using distinctive glossary

Wheaties, Dominant Selling Idea for

Wilson, Edward O.

Wilson, Larry

Wonderful Paradox

Woods, Tiger

Word of mouth communication

X factor, in selling

Y Combinator

Yoo, Richard

Zappos.com

Zigler, Zig

Zuckerberg, Mark

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