N. Louis Shipley is a former three-time software CEO and Senior Lecturer in the Entrepreneurial Management unit at Harvard Business School. He previously lectured at MIT Sloan School of Management. Shipley serves as a Board Director at Wasabi Technologies, Fairmarkit and CustomerGauge. Lou made the founding gift to the Trinity College Entrepreneurship Center in Hartford, Connecticut.Patricia Favreau joined the Media Relations Department at MIT Sloan School of Management in 2005. For more than 20 years she has broken down complex academic research to make it accessible to business audiences around the globe. She began her career as a news correspondent and holds an MFA in creative writing from Lesley University.

• About the Authors xiiiIntroduction xvChapter 1 The Problem with "The Problem" 11.1 Living the Problem: Why Firsthand Experience Matters 11.2 Bill Warner: Revolutionizing Video and Film Editing 51.3 How to Attain Secondhand Knowledge of the Problem 11Chapter 2 Delegate Sales at Your Own Peril 232.1 Overcoming Your Disdain of Sales 232.2 Welcome to Harvard Business School's Entrepreneurial Sales Course 242.3 Matthew Riley, U.K. Telecoms Market Disruptor 292.4 Dream Big and Win: Landing TransPerfect's First Customer 362.5 How Katie Couric Media Landed Its First Customer 392.6 Building Your Sales Culture 482.7 Turning Around the Root Causes of Failure in Sales 49Chapter 3 Fundraising 553.1 You're Going to Need Cash 553.2 Mary McLaughlin, Independent Tire 563.3 Fundraising Best Practices 593.4 What Every Entrepreneur Can Learn from the Challenges of Launching and Growing a Mission-Driven Nonprofit 653.5 Marvin Pierre, Founder and Executive Director of Eight Million Stories, Inc.: Disrupting the School-to-Prison Pipeline 69Chapter 4 Leadership 834.1 Avoid Becoming a "Flailing Founder" 834.2 Lessons on Leadership: Mark Fusco, Olympic Athlete and CEO 854.3 Why Distributed Leadership Works 914.4 A Test in Leadership: Entrepreneurship Through Acquisition (ETA) 93Chapter 5 Marketing and Promotional Campaigns 1055.1 Start at the Beginning 1055.2 The Benefits of Earned Media Coverage 1065.3 Media Training: Make Your Messages Stick 1115.4 Leverage AI to Build Your Campaign 1165.5 Errico Porzio's "Social Pizza" 1195.6 Digital Marketing Best Practices 1225.7 Scott Ginsberg: Titan Casket, Funeral Industry Disrupter: Marketing Mortality by Thinking Outside the Box 125Chapter 6 Reframing Failure 1396.1 The Silence of Failure 1396.2 The Art of the Pivot: Saving Your Company by Killing the Idea You Love 1426.3 Ricky Ashenfelter and Emily Malina, Spoiler Alert: Saving Excess Inventory from Landfills 1436.4 The Murder Board: Killing an Idea or Strengthening It 1476.5 Founder as "Chief Security Officer": Creating a Culture of Cybersecurity Resiliency 1496.6 Recessions: A Surprisingly Good Time to Launch a Start-Up 1526.7 Cara Nicoletti, Seemore Meats & Veggies: Sausage Industry Disruptor 154Chapter 7 Endings and Beginnings 1637.1 Age and High-Growth Entrepreneurship 1637.2 Entrepreneurship as a Second Act: Dave Picarillo, Twin Barns Brewing Company 1647.3 Charlie Tillinghast: From MSNBC. com President to Founder of Factal 1697.4 The Challenges of Letting Go 1757.5 Selling Your Company: Best Practices 1767.6 Cementing Your Legacy 1787.7 Why Entrepreneurs Endure 179Further Readings 181Disclosures 183Acknowledgments 185Notes 189Index 201

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N. Louis Shipley is a former three-time software CEO and Senior Lecturer in the Entrepreneurial Management unit at Harvard Business School. He previously lectured at MIT Sloan School of Management. Shipley serves as a Board Director at Wasabi Technologies, Fairmarkit and CustomerGauge. Lou made the founding gift to the Trinity College Entrepreneurship Center in Hartford, Connecticut.Patricia Favreau joined the Media Relations Department at MIT Sloan School of Management in 2005. For more than 20 years she has broken down complex academic research to make it accessible to business audiences around the globe. She began her career as a news correspondent and holds an MFA in creative writing from Lesley University.

• About the Authors xiiiIntroduction xvChapter 1 The Problem with "The Problem" 11.1 Living the Problem: Why Firsthand Experience Matters 11.2 Bill Warner: Revolutionizing Video and Film Editing 51.3 How to Attain Secondhand Knowledge of the Problem 11Chapter 2 Delegate Sales at Your Own Peril 232.1 Overcoming Your Disdain of Sales 232.2 Welcome to Harvard Business School's Entrepreneurial Sales Course 242.3 Matthew Riley, U.K. Telecoms Market Disruptor 292.4 Dream Big and Win: Landing TransPerfect's First Customer 362.5 How Katie Couric Media Landed Its First Customer 392.6 Building Your Sales Culture 482.7 Turning Around the Root Causes of Failure in Sales 49Chapter 3 Fundraising 553.1 You're Going to Need Cash 553.2 Mary McLaughlin, Independent Tire 563.3 Fundraising Best Practices 593.4 What Every Entrepreneur Can Learn from the Challenges of Launching and Growing a Mission-Driven Nonprofit 653.5 Marvin Pierre, Founder and Executive Director of Eight Million Stories, Inc.: Disrupting the School-to-Prison Pipeline 69Chapter 4 Leadership 834.1 Avoid Becoming a "Flailing Founder" 834.2 Lessons on Leadership: Mark Fusco, Olympic Athlete and CEO 854.3 Why Distributed Leadership Works 914.4 A Test in Leadership: Entrepreneurship Through Acquisition (ETA) 93Chapter 5 Marketing and Promotional Campaigns 1055.1 Start at the Beginning 1055.2 The Benefits of Earned Media Coverage 1065.3 Media Training: Make Your Messages Stick 1115.4 Leverage AI to Build Your Campaign 1165.5 Errico Porzio's "Social Pizza" 1195.6 Digital Marketing Best Practices 1225.7 Scott Ginsberg: Titan Casket, Funeral Industry Disrupter: Marketing Mortality by Thinking Outside the Box 125Chapter 6 Reframing Failure 1396.1 The Silence of Failure 1396.2 The Art of the Pivot: Saving Your Company by Killing the Idea You Love 1426.3 Ricky Ashenfelter and Emily Malina, Spoiler Alert: Saving Excess Inventory from Landfills 1436.4 The Murder Board: Killing an Idea or Strengthening It 1476.5 Founder as "Chief Security Officer": Creating a Culture of Cybersecurity Resiliency 1496.6 Recessions: A Surprisingly Good Time to Launch a Start-Up 1526.7 Cara Nicoletti, Seemore Meats & Veggies: Sausage Industry Disruptor 154Chapter 7 Endings and Beginnings 1637.1 Age and High-Growth Entrepreneurship 1637.2 Entrepreneurship as a Second Act: Dave Picarillo, Twin Barns Brewing Company 1647.3 Charlie Tillinghast: From MSNBC. com President to Founder of Factal 1697.4 The Challenges of Letting Go 1757.5 Selling Your Company: Best Practices 1767.6 Cementing Your Legacy 1787.7 Why Entrepreneurs Endure 179Further Readings 181Disclosures 183Acknowledgments 185Notes 189Index 201

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N. Louis Shipley is a former three-time software CEO and Senior Lecturer in the Entrepreneurial Management unit at Harvard Business School. He previously lectured at MIT Sloan School of Management. Shipley serves as a Board Director at Wasabi Technologies, Fairmarkit and CustomerGauge. Lou made the founding gift to the Trinity College Entrepreneurship Center in Hartford, Connecticut.Patricia Favreau joined the Media Relations Department at MIT Sloan School of Management in 2005. For more than 20 years she has broken down complex academic research to make it accessible to business audiences around the globe. She began her career as a news correspondent and holds an MFA in creative writing from Lesley University.

• About the Authors xiiiIntroduction xvChapter 1 The Problem with "The Problem" 11.1 Living the Problem: Why Firsthand Experience Matters 11.2 Bill Warner: Revolutionizing Video and Film Editing 51.3 How to Attain Secondhand Knowledge of the Problem 11Chapter 2 Delegate Sales at Your Own Peril 232.1 Overcoming Your Disdain of Sales 232.2 Welcome to Harvard Business School's Entrepreneurial Sales Course 242.3 Matthew Riley, U.K. Telecoms Market Disruptor 292.4 Dream Big and Win: Landing TransPerfect's First Customer 362.5 How Katie Couric Media Landed Its First Customer 392.6 Building Your Sales Culture 482.7 Turning Around the Root Causes of Failure in Sales 49Chapter 3 Fundraising 553.1 You're Going to Need Cash 553.2 Mary McLaughlin, Independent Tire 563.3 Fundraising Best Practices 593.4 What Every Entrepreneur Can Learn from the Challenges of Launching and Growing a Mission-Driven Nonprofit 653.5 Marvin Pierre, Founder and Executive Director of Eight Million Stories, Inc.: Disrupting the School-to-Prison Pipeline 69Chapter 4 Leadership 834.1 Avoid Becoming a "Flailing Founder" 834.2 Lessons on Leadership: Mark Fusco, Olympic Athlete and CEO 854.3 Why Distributed Leadership Works 914.4 A Test in Leadership: Entrepreneurship Through Acquisition (ETA) 93Chapter 5 Marketing and Promotional Campaigns 1055.1 Start at the Beginning 1055.2 The Benefits of Earned Media Coverage 1065.3 Media Training: Make Your Messages Stick 1115.4 Leverage AI to Build Your Campaign 1165.5 Errico Porzio's "Social Pizza" 1195.6 Digital Marketing Best Practices 1225.7 Scott Ginsberg: Titan Casket, Funeral Industry Disrupter: Marketing Mortality by Thinking Outside the Box 125Chapter 6 Reframing Failure 1396.1 The Silence of Failure 1396.2 The Art of the Pivot: Saving Your Company by Killing the Idea You Love 1426.3 Ricky Ashenfelter and Emily Malina, Spoiler Alert: Saving Excess Inventory from Landfills 1436.4 The Murder Board: Killing an Idea or Strengthening It 1476.5 Founder as "Chief Security Officer": Creating a Culture of Cybersecurity Resiliency 1496.6 Recessions: A Surprisingly Good Time to Launch a Start-Up 1526.7 Cara Nicoletti, Seemore Meats & Veggies: Sausage Industry Disruptor 154Chapter 7 Endings and Beginnings 1637.1 Age and High-Growth Entrepreneurship 1637.2 Entrepreneurship as a Second Act: Dave Picarillo, Twin Barns Brewing Company 1647.3 Charlie Tillinghast: From MSNBC. com President to Founder of Factal 1697.4 The Challenges of Letting Go 1757.5 Selling Your Company: Best Practices 1767.6 Cementing Your Legacy 1787.7 Why Entrepreneurs Endure 179Further Readings 181Disclosures 183Acknowledgments 185Notes 189Index 201

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