Break the Rules!

John Mullins, PHD, is a bestselling author, an internationally recognized thought leader, and a world-renowned Pied Piper for everyone and anyone who seeks to grow their business faster. A veteran of three entrepreneurial ventures and a professor of management practice at London Business School, he’s published three books, each of which has become the go-to resource on its stage of the entrepreneurial journey: assessing opportunities (The New Business Road Test); figuring out a business model that will actually work (Getting to Plan B, with the esteemed VC investor Randy Komisar); and finding a way to finance and grow your venture without selling your soul (The Customer-Funded Business). John is a sought-after speaker to communities of entrepreneurs, to CEOs and top management teams of fast-growing companies, and to other innovators worldwide. www.johnwmullins.com

• Acknowledgments xiiiPreface: Why This Book xvii1 It’s Time to Break the Rules: Challenge Assumptions, Overcome Obstacles, Mitigate Risk 12 When You’re Tempted to Say No, Instead Say “Yes, We Can!”: Then Figure Out How 133 It’s the Customer’s Problem That Matters, Not Your Solution: Problem- First, Not Product- First, Logic 414 Why “Moving the Needle” Doesn’t Matter Much to Entrepreneurs: Think Narrow, Not Broad 695 How Entrepreneurs Get Things Done with Almost No Money: Ask for the Cash, Ride the Float 976 Make the Future Winnings Yours!: Beg, Borrow, But Don’t Steal 1257 What Entrepreneurs Can Do That Big Companies Can’t: Instead of Asking Permission, Beg Forgiveness Later 1518 Act Your Way to a New Way of Thinking (Because the Reverse Won’t Work!): From Mindsets to Action 179Notes 193About the Author 209Index 211