CHAPTER CONCLUSION Inspiration is perishable We all have ideas. Ideas are immortal. They last forever. What doesn't last forever is inspiration. Inspiration is like fresh fruit or milk: It has an expiration date.

CHAPTER CULTURE You don't create a culture Instant cultures are artificial cultures. They're big bangs made of mission statements, declarations, and rules. They are obvious, ugly, and plastic. Artificial culture is paint. Real culture is patina.

CHAPTER DAMAGE CONTROL Own your bad news When something goes wrong, someone is going to tell the story. You'll be better off if it's you. Otherwise, you create an opportunity for rumors, hearsay, and false information to spread.

CHAPTER HIRING Do it yourself first Never hire anyone to do a job until you've tried to do it yourself first. That way, you'll understand the nature of the work.

CHAPTER PROMOTION Welcome obscurity No one knows who you are right now. And that's just fine. Being obscure is a great position to be in. Be happy you're in the shadows.

CHAPTER EVOLUTION Say no by default If I'd listened to customers, I'd have given them a faster horse. --HENRY FORD

CHAPTER COMPETITORS Don't copy Sometimes copying can be part of the learning process, like when you see an art student replicating a painting in a museum or a drummer playing along to John Bonham's solo on Led Zeppelin's "Moby Dick."

CHAPTER PRODUCTIVITY Illusions of agreement The business world is littered with dead documents that do nothing but waste people's time. Reports no one reads, diagrams no one looks at, and specs that never resemble the finished product. These things take forever to make but only seconds to forget.

CHAPTER PROGRESS Embrace constraints "I don't have enough time/money/people/experience." Stop whining. Less is a good thing. Constraints are advantages in disguise. Limited resources force you to make do with what you've got. There's no room for waste. And that forces you to be creative.

CHAPTER GO Make a dent in the universe To do great work, you need to feel that you're making a difference. That you're putting a meaningful dent in the universe. That you're part of something important.

CHAPTER FIRST The new reality This is a different kind of business book for different kinds of people--from those who have never dreamed of starting a business to those who already have a successful company up and running.

CHAPTER INTRODUCTION We have something new to say about building, running, and growing (or not growing) a business.