Business Books

depreciation of assets, borrowing, credit, long-tern financing, equity-financing and taking the business to the next step. If you do not care about the money, you will never have any and your business is doomed from the start, it is too bad so many small businesses fail - it is too bad more people do not learn the fundamentals.

"Guerrilla Marketing Excellence - The Fifty Golden Rules for Small Business Success" by Jay Conrad Levinson - 1993. This book is considered a classic of the 90's and "Guerrilla Marketing Series" sold 10s of millions of copies. To many scrappy entrepreneurs all this book seems second nature, but indeed that is because most hard-core, fly-by-the-seat-of-their-pants entrepreneurs did read one of Levinson's books. Building your local brand, getting referrals, working the chamber of commerce mixers, helping in the community, fancy catchy flyers, eye-catching signage and super networking all described at length. For a small business person who has never really been a ballsto-the-wall entrepreneur, you will most likely have to read it chapter by chapter and then think on each one. We recommend this book.

You can have the best product or service in the world but if no one knows about it, your company will never reach its full potential. Word-of-mouth is part of marketing and you need to treat it as such if you wish to succeed. Learning how to achieve robust word-of-mouth or talk of the town projection, it pays to learn all of the possibilities and use what works.

"Should You Quit Before You're Fired?" by Paul Zane Pilzer - 1993. Paul is also the author of Unlimited Wealth and Other People's Money. This book describes the 20th Century US economic history from a Network Marketing perspective, making the case for network marketing. It also makes some startling predictions, for the road ahead in retailing, some of which we are now seeing, some of which we did not see come to fruition.

Network Marketing is one way to earn a living or market a product. No, it is not perfect; nor is it easy, it takes hard work. Whether you like network marketing or not, you should understand how it works and why it can work. Many marketing programs are based on similar types of strategies in one form or another. Shouldn't you know them all?

"10 Minute Guide to Motivating People" by Marshall J. Cook - 1977. So how do you motivate people in such a way that it actually works both short and long-term. How do you channel that human energy to create a constant atmosphere of peak performance? Compliance is a necessity in business, but the book warns not to manage for compliance, rather manage for performance while complying with the law and minimizing unnecessary bureaucracy in your organization that exists - give power to the people. Today we call this "empowerment" back in 1977, they called it managing and motivating for performance. The book explains how to talk the talk, walk the walk and maintain a vision of clarity.

Cook warns of problems and concerns when in meetings and committees and how to maintain motivation. The discussion and topics in the book range from rewards, coaching, motivating self and allowing for mistakes during time constraints, and stress periods. Marshall tells why the "boss of the year" title must be avoided like the plague and how the team and individuals must know that it is about them, about trust, strength and allowing the employees to feel proud about what they are doing.

"How it All Began - Origins of the Modern Economy" by W.W. Rostow - 1975. Why is it important