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Tables of Contents for Drive a Modest Car
Chapter/Section Title
Page #
Page Count
I Introduction
Choose a Business You Care About
Plan for the Long Haul
3
7
How to Stay Interested in Your Business
10
6
Fire Yourself/Hire Yourself
16
Don't Buy a Franchise
Franchises That Are Good Deals
2
1
The Problems With Franchises
3
8
Evaluating a Franchise
11
Sell Services, Not Goods
You Can Keep Start-Up Costs Low
5
3
You Can Keep Marketing Costs Low
8
3
You Can Set Prices at Profitable Levels
11
2
Retail Businesses That Work
13
Understand How You Make a Profit
Never Be Vague About Money
2
3
Getting a Quick Plan on Paper
5
Start on a Shoestring
Why Small Is Better
2
8
Spending Money Wisely
10
Get and Keep a Competitive Edge
Convincing Customers That You're Special: An Overview
3
3
What Makes Your Business Special?
6
7
Keeping Ahead of the Competition
13
Innovate Now and Forever
Invention
6
4
Copying
10
3
Serendipity
13
6
A Case Study in How Good Ideas Surface
19
5
Making Innovation a Continuous Process
24
Target Your Customers
Be Specific
4
5
Go After Both Novice and Experienced Customers
9
3
Don't Forget Your Current Customers
12
Market Your Business Creatively
What Advertising Can-and Can't-Do
2
9
Getting Customers to Recommend Your Business
11
5
Getting Free Publicity
16
5
Marketing to Your Target Audience
21
Hire and Keep Good People
Don't Hire Casually
3
4
Don't Hire Problem Employees
7
4
How to Hire Top People
11
7
Keeping the Great People You Hire
18
Drive a Modest Car
Drive a Modest Car
2
5
Lead, Don't Dominate
7
4
Credit Is Cheap-Spread It Around
11
2
Don't Become Lazy
13
Don't Work Long Hours
The Importance of a Sane Schedule
3
5
Planning to Work Less and Make More
8
Learn to Live With Luck
The Perils of Good Luck
2
5
Coping With Bad Luck
7
Pay Your Bills Early
The Benefits of Paying Bills Early
3
8
What to Do When You Must Pay Late
11
Embrace Your Best Competitors
Why It Makes Sense to Cooperate With Your Competitors
3
2
Your Competitors Are Your Natural Friends
5
1
Your Competitors Can Be a Source of Business
6
2
Working for Your Competitors
8
1
Your Competitors Will Help Define Your Reputation
9
1
If You Can't Say Something Nice
10
React Quickly to Bad News
Act Quickly on Bad News
2
1
Fix the Problem, Change Direction or Quit
3
8
How to Cut Expenses
11
Run a Cheerful Business
Make Employees Happy
3
5
Make Customers Enthusiastic
8
Index