INTRODUCTION xi
SECTION ONE : PREPARING FOR A CAREER IN BUSINESS  
Go with Your Gut 3
Choosing the Right Path 5
What I Learned at Harvard 7
Expect the Unexpected 9
   
SECTION TWO: MANAGING YOUR CAREER  
How to Choose a Career 13
The Interview 15
Your Clothes Are Talking about You 17
Sales Fundamentals 19
Every Memo Is an Ad about You 23
Get to Know Yourself Better 25
I'm an ENTJ, What Are You? 29
You Learn More from Failure than from Success 31
How to Become a Senior Executive 33
The Importance of a Great Executive Assistant 35
You'll Need to "Work Your Ass Off" 39
Stay in Touch with Recruiters 41
   
SECTION THREE: PLANNING AND OTHER ESSENTIALS
OF BUSINESS STRATEGY
 
Start with the Answer 47
How to Do Strategic Planning 49
Ten Rules for Leading the Turnaround of a Declining Business 51
Quick! You've Got 100 Days to Act 55
Establishing Objectives, Strategies, and Plans 57
Tape the Strategy to Your Forehead 59
Perfecting 100 Day Plans 61
What Does It Take to Get to the Top? 63
Don't Ask, "What's Wrong?" Ask, "What's Right?" 65
Sometimes You Have to Blow Up the Old and Start Anew 67
"Don't Get Fat-Headed by Winning" 69
Choose Your Partners with Care 71
The Acquirer Has Rights 73
Selecting the Right Formula for a Joint Venture 75
Centralization and Decentralization Do Not Mix 77
What's Your Inspirational Dream? 81
Heaven and Hell in Europe 83
   
SECTION FOUR: BUSINESS OPERATIONS: LOOKING BEYOND
THE OBVIOUS
 
Luck Is What Happens When Preparation Meets Opportunity 87
The Scarcest Resource of All 89
Generating Great Ideas 91
Cultivating Big Ideas 93
The Importance of Excellence in Execution 95
Cutting the Tail Off the Dog 97
The Importance of Being First to Market 99
"Three Yards and a Cloud of Dust" 101
One-Third of Consumers Do Two- Thirds of the Consuming 103
Ninety-Five Percent of Winning Is Anticipation 105
How to Defend Against a Competitor's Attack 107
And/And Beats Either/Or 109
Layoffs Are Hard 111
What Seperates a Great Ad from a Good Ad? 113
Secrets to Client Success 115
"Who's Got the 'R'?" 119
   
SECTION FIVE: FINANCE AND ECONOMICS, OR DOLLARS AND SENSE  
The Importance of Market Share Ratios 123
Breaking the Law of Diminishing Returns 125
How to Do Annual Planning 129
Don't Get Outfoxed by Low-Ballers 131
Delivering Budgets in a Client Organizaion 133
Achieving Budgets in an Advertising Agency 135
"If I Knew What the Price of Green Coffee Was Going to Be Tomorrow,
 I Wouldn't Be Working Here"
137
There Are Three C's in Pricing 139
Adam Smith on Pricing 141
   
SECTION SIX: LESSONS IN LEADERSHIP  
What Is Leadership? 145
Chairmen and Chief Executives 149
The Art and Science of Selecting the Chief Executive Officer 151
Evaluating High Performers 155
Evaluating the Chief Executive Officer 157
What Winners Learn from Losing 161
Occupy the High Ground 163
You Get What You Expect 165
"Don't Tell, Ask" 167
To Try and to Succeed 169
Delegation: The Art of Letting Go and Holding On 171
How Leaders Should Be Involved in Decision Making 173
Go Home and Sleep Like a Baby 175
Sometimes You Have to Fire People 177
Left-Brained Management of Right-Brained People 179
The Chief Executive Officer's Obligation 181
   
SECTION SEVEN: BUILDING CULTURE THROUGH COMMUNICATIONS  
One Team, One Dream 185
"Breakfast with Bob" 187
Ability + Chemistry = Team 191
Nothing Is Impossible 193
Passionate, Competitive, Restless 195
Be Relentless, Be Relentless 197
I Can't Say Too Much about Communications 199
"K-R Live" 201
Repeating a Good Thing Is a Good Thing 203
Coin Your Own "OHCCIMR" 205
   
SECTION EIGHT: PERSONAL STYLE AND SPIRIT  
Driving a Ford Fiesta 209
To Improve Your Performance at Work, Go Home 211
Staying Calm, Cool, and Collected 213
A Formula for Success 215
Listen to Your Barber 217
Two Words You Should Avoid 219
Have Fun While You Work 221
Foster a Foreign Language, It Makes You Less Foreign 223
"Plus ça Change, Plus c'est la Même Chose" 225
Be True to Yourself 227
ACKNOWLEDGEMENTS 229
INDEX 231