The author of the entrepreneur handbook, The E-Myth Revisited, builds on previously defined philosophies to reveal why entrepreneurs are critical to the success of any enterprise, in a guide that discusses seven key skills in the areas of leadership, money management, and customer service. Reprint Features a program that can be implemented real-time into business. This book teaches the listener to understand why the entrepreneur is so critical to the success of any enterprise, no matter how small or large, and why the mindset of an entrepreneur is so integral to the operating reality of an organization, small business, or other enterprise. Acknowledgments xix Foreword xxi Introduction xxxi PART ONE, THE E-MYTH ENTREPRENEUR Epigram 1 One The E-Myth Point of View 3 Two Passion, Purpose, and Practice 12 Three The Reluctant Entrepreneur 19 Four The Little Girl Who Wanted to Write a Book 24 Five The Reluctant Coach 27 Six Creating the Room to Create 32 Seven The Heart of the Matter 36 Eight Wrestling with a Stranger 41 Nine The Purpose of Purpose 44 Ten The First Exercise 49 Eleven The Second Exercise 54 Twelve The Third Exercise 61 PART TWO, THE SEVEN ESSETNIAL DISCIPLINES Epigram 67 One The Discipline of the Enterprise Leader 71 The Business Plan that Always Works 84 Business Quantification 95 Two The Discipline of the Marketing Leader 115 Your Most Probable Customer 126 Customer Perceptions and Behaviors 136 Positioning and Differentiating Your Business 156 Three The Discipline of the Financial Leader 171 Financial Strategies to Set You on the Right Path 196 Maximum Cash 215 Four The Discipline of the Management Leader 237 Creating a High-Performance Environment 248 Operations Manuals 261 Five The Discipline of the Client Fulfillment Leader 273 Your Client Fulfillment Baseline 282 Systems Innovation 294 Six The Discipline of the Lead Conversion Leader 305 Your Lead Conversion Process 313 Client Re-Conversion 334 Seven The Discipline of the Lead Generation Leader 346 Lead Generation Channels 353 Application of Lead Generation Principles 372 Epilogue 396 A Full List of the Referenced Worksheets Available at www.emythmastery.com 401 Index 403