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The UnStoppables: Tapping Your Entrepreneurial Power

Book Description

How to tap the real source of entrepreneurial power in you and in your organization

The UnStoppables is based on foreword author Graham Weston's experience growing Rackspace, as well as fascinating case studies from such organizations as the Navy SEALs and Israeli Special Forces. In The UnStoppables Bill Schley, co-founder of the branding firm Brand Team Six shows how the best practitioners think continuously about two things: The Big Picture and the Little Picture--essence and essentials. The essentials are the business and financial mechanics required of any working enterprise. But the essence is the emotional mechanics to deal with obstacles, risk, fear and failure. Mastering the emotional mechanics is how entrepreneurs succeed and winners win. This is how you capture the unlimited power of entrepreneurship to spark a successful start-up or revitalize a mature organization.

  • Explains why what's stopping you is more important than what's starting you, how to tap the essence of entrepreneurial power in you and in your organization, and how motion generates vision

  • Bill Schley is an award winning author and established expert on branding and marketing communications, as well as the co-founder and creative director of the branding firm Brand Team Six

  • Graham Weston is the internationally renowned co-founder and chairman of Rackspace, the world's #1 cloud computing and managed hosting company

Locally, this book teaches you how to become an entrepreneur or to inspire an entrepreneurial mindset to boost any stage business. Globally, this book is about how this nation can launch thousands more entrepreneurs for the future.

Table of Contents

  1. Cover
  2. Contents
  3. Title
  4. Copyright
  5. Dedication
  6. Foreword
  7. The UnStoppables in Seven Sentences
  8. Introduction
  9. Part I: Big Ideas About You
    1. Chapter 1: Who Is an Entrepreneur and What Do They Do, Really?
      1. Opinions: Everybody’s Got One . . .
      2. Who’s Going to Make It through Hell Week?
      3. Here’s What We Do Know
      4. . . . And So Do Most Five-Year-Olds
      5. The Entrepreneur’s Real Difference
      6. What Do They Dream About?
      7. From Entrepreneurial to Entrepreneur
      8. Big Wide Tent
      9. Not Just for Start-Ups
      10. Not Just for CEOs
      11. What It Adds Up to
    2. Chapter 2: Accelerated Proficiency
      1. Wax On, Wax Off
      2. The Krav Maga Kids
      3. Accelerated Proficiency 101
      4. The Four Steps for Accelerated Proficiency
      5. The Law of Motion
      6. How to Do Anything the AP Way
      7. Think on Your Feet
      8. Simple Beats Complicated
      9. Define the Center—and Go All in
    3. Chapter 3: Emotional Mechanics
      1. What is Emotional Mechanics?
      2. Examples All around Us
      3. Understanding Fear
      4. Fear and the Brain
      5. Fear’s Achilles’ Heel
      6. The Power of Risk
      7. The Power of Failure
      8. The Power of Obstacles
      9. The Love Advantage
      10. The Unsurpassed Power of Belief
    4. Chapter 4: How to Master Emotional Mechanics Like the Experts
      1. True Team: The Number One Fear Tamer
      2. The Mental Magic of Reframing
      3. The Secret of Self-Talk
      4. Micro-Scripts are the Self-Talk Secret
      5. The Simple Power of “Knowing What to Do”
      6. Procedures and Automatics
      7. Extinguishing
      8. Fear Training
      9. Fear Energy Turned Around
      10. Goodness
  10. Part II: Getting Down to Business
    1. Chapter 5: School of Everything You Need to Know (in an Hour)
      1. Orientation
      2. The Optimizers versus the Entrepreneurs
      3. The Challenge for Any Company
      4. Our Mission at Accelerated Proficiency U.
    2. Chapter 6: The Big Picture in an Hour
      1. Everything You Need to Know about Ideas
      2. What All Business Ideas Must Do
    3. Chapter 7: The Big Picture (Continued)
      1. People
      2. Founding Teams Always Have an Edge
      3. People and Culture, Day One
      4. Give before You Get
      5. What Employees Want
      6. What Customers Want
      7. What Everyone Else Wants
      8. Execution
      9. The Law of the Laser
      10. Data Makes You Dumber
      11. Practice with Live Rounds
      12. Ask, Ask, Ask is How You Receive
    4. Chapter 8: The UnStoppable Six
      1. The Piper Cub Principle
      2. The UnStoppable Six
      3. The Strategic Three
      4. The Tactical Three
      5. Business Planning: Make the UnStoppable Six Your Template
    5. Chapter 9: Everything You Need to Know about Your Unique Difference (in about an Hour)
      1. “Where is the Center?”
      2. Specific is Terrific
      3. No Difference? Then You’re a Commodity
      4. There’s Always a Difference—If You Know Where to Look
      5. Anatomy of a Selling Difference
      6. The One Item of Carry-on Rule
      7. Your Dominant Selling Idea
      8. How Rackspace Discovered Its Difference
      9. The Universal Paradox
      10. Other People’s Heads are All That Counts
    6. Chapter 10: Everything You Need to Know about True Teams (in about an Hour)
      1. The Roots of Small, Super-Powered Teams
      2. True Teams
      3. How an UnStoppable Culture Nurtures Teams
      4. Fish Camp
      5. Big, Simple Cultural Symbols
      6. True Teams at Rackspace: The Untold Story
    7. Chapter 11: Everything You Need to Know about Succeeding with Customers (in about an Hour)
      1. Today the Saying Needs a Tweak
      2. What’s a Customer?
      3. Succeeding with Customers
      4. Customer Psychology
      5. The Most Important Principle of All: Wear Your Values on Your Sleeve
    8. Chapter 12: Everything You Need to Know about Making Yourself Famous (in about an Hour)
      1. Caution: Famous Works Both Ways
      2. Branding 101
      3. The Four-Line Elevator Pitch
      4. How Name, Frame, and Claim Made Rackspace a Multibillion-Dollar Company
    9. Chapter 13: Everything You Need to Know about Creating Revenue, a.k.a. Selling (in about an Hour)
      1. Marketing without Sales is Like Motherhood without Sex
      2. The “Selling is Evil” Myth
      3. The Five Universal Steps to Selling
      4. The X Factor in Selling
      5. Teach Yourself to Sell the Accelerated Proficiency Way
      6. How Much Revenue? Just Break Even
    10. Chapter 14: Everything You Need to Know about Perfecting Your First Product (in about an Hour)
      1. Professionals Make It Real, Not Ideal
      2. Remember, Nobody Wants 57 Features; They Want 1 Done Best
      3. Which Data to Listen to, Which to Throw Away?
      4. UnStoppable Themes
  11. Part III: Conclusion
    1. Chapter 15: Entrepreneur Country and the E-Companies
      1. The Stakes are the Same
      2. How We Can Do It
      3. The Entrepreneurial Groundswell is Happening
      4. Teaching to the Essence
      5. The E-Companies
      6. Fear Cultures
      7. Belief Cultures: How They Happen
      8. Managing to Strengths
      9. New Entrepreneurs and Enterprises Spawned
      10. Welcome to the Arena
  12. Acknowledgments
  13. Index