Hall - Jump start your business brain: the scientific way to make more money

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Jump Start Your Business Brain. Copyright 2001 by Eureka! Institute. Printed and bound in the United States of America. All rights reserved. No part of this book may be reproduced in any form or by any electronic or mechanical means including information storage and retrieval systems without permission in writing of Eureka! Institute, except by a reviewer, who may quote brief passages in a review.

Lyrics to The Bands Still Playing, 1996, Revenant Records. Used with permission. Ziggy cartoons appearing are reprinted by permission of Ziggy & Friends, Inc. Ziggy is a registered trademark of Tom Wilson, distributed by Universal Press Syndicate, all rights reserved.

Library of Congress Control Number: 2004107471

ISBN 13: 978-1-57860-179-0

Cover Design: Stephen Sullivan

Book Design: Angela Wilcox

Editor: Jack Heffron

Clerisy Press

An imprint of AdventureKeen

302306 Greenup Street

Covington, KY 41011

www.clerisypress.com

DEDICATION

This book is dedicated to my wife and children ,

Debbie, Kristyn, Tori and Brad.

Each a unique individual.

Each with special gifts.

I love you all ,

just the way you are.

THE PURPOSE OF THIS BOOK

This book is written to help small business owners and those with a small business owner attitude win more, lose less and make more money.

I have been wonderfully successful in my thirty years of small business ownership. And with that success comes a responsibility to give back.

This book is my effort to share the wisdom Ive acquired with the broadest possible audience. My goal is to teach others the scientific laws they need to know to thrive instead of merely survive in the world of business.

For those reading this book outside of the United States of America, this book is also intended as a guide for how to win in the American marketplace.

Life is meant to be lived and enjoyed. In my mind there is no finer feeling than the sense of personal accomplishment that comes from founding a profitable new business.

THANK YOU

A complete listing of the many people who helped make this book possible is provided on pages 299-301.

OTHER BOOKS BY DOUG HALL

Jump Start Your Brain with David Wecker (Warner Books, 1995).

A fun and entertaining excursion into the world of innovation. Its a motivational anthem for those looking to shake up their thinking.

Maverick Mindset: Finding the Courage to Journey from Fear to Freedom (hardcover; Simon & Schuster, 1997) and Making the Courage Connection: Finding the Courage to Journey From Fear to Freedom (paperback version; Fireside, 1998). Both with David Wecker. Inspiring stories and lessons for generating the courage to take action with your life.

TABLE OF CONTENTS

The Three Laws of Marketing Physics
Quick Quiz: Getting Your Mind Engaged

How to Triple Effectiveness of Salespeople, Advertising and Marketing Efforts
First Law of Marketing Physics: Overt Benefit

The Secret to Doubling Effectiveness at Closing the Sale
Second Law of Marketing Physics: Real Reason to Believe

How to Design Your New Product, Service or Business for Power Profits
Third Law of Marketing Physics: Dramatic Difference

How to Fuel Your Brain for Maximum Productivity
First Law of Capitalist Creativity: Explore Stimuli

Multiply Your Brain by Borrowing Others
Second Law of Capitalist Creativity: Leverage Diversity

Go for It! Turning Thoughts Into Reality
Third Law of Capitalist Creativity: Face Fears

Three Options for How to Read This Book

outlines how each person learns and creates differently. In that spirit, you have three options for how to read this book. Pick the one that best fits your style and jump in.

Option 1 Begin at the beginning. The beginning of this book gives the scientific basis for all of the learnings and teachings. If youre the type of person who wants (or needs) that level of understanding, then start at the introduction and proceed through the book in sequence.

Option 2 Go straight to the tactics. If you are in urgent need of ideas, have no patience for background understanding, and trust that this is all based on hard scientific data, then jump directly to . This is where the practical tools for increasing your odds of success begin.

Option 3 Read the book in reverse order. This book teaches what a high-probability idea looks like (Marketing Physics), then it teaches you how to create one (Capitalist Creativity). Research has shown that this is the most effective learning sequence for most people. If, however, you are more interested in creating than evaluating ideas, feel free to start at and then come back to the beginning.

FOREWORD BY TOM PETERS

Doug Hall has put me in a HORRIBLE POSITION. (Ill not soon forgive him.) He asked me to write a Foreword to this book. That means one thousand words or so. BUT I cant do it. No its not that I dont like the book. To the contrary I LOVE IT. And theres my problem.

HOW AM I SUPPOSED TO BE RATIONAL? All I want to say is I LOVE IT. ITS SUPERCALIFRAGILISTICEXPIALIDOCIOUS.

(There I said it.) Every damn practical question Doug poses, and there are dozens, is simply ESSENTIAL .. to creating a Cool/Profitable/Wildly Different business.

Heres how he hooked me, in a word (two, actually): DRAMATIC DIFFERENCE.

Dramatic Difference. PAYS OFF. Big Time. Thats true and his new quantitative models prove that as never before.

But it goes beyond that. I, of course, am thrilled that his Quant Studies PROVE what Ive long believed: SERIOUSLY COOL WINS BIG. (P.S. And takes Guts! Big Time!)

Its THE PASSION for the IDEA of D-R-A-M-A-T-I-C DIFFERENCE. (And those COMPELLING/STUNNING/HARD NUMBERS to back it up.)

I LOVE IT. (OK?)

AND. As in AND. Every Chapter is brimming with PRACTICAL QUESTIONS and EXERCISES: None of us can escape from his INEXORABLE LOGIC.

This aint a book for Wimps. It is a book for those who will Never Rest until they have Set the World on Its Ear. With a local auto-body shop. Or a 23-table French restaurant. Or Mega-corp. (Or a one-person window-washing service.)