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Table of contents

Introduction: Why Read This Book? By Fritz Fleischmann, Babson College

1              Introduction

1.1           You’ve Got to be Crazy

1.2           The Fascination of Economics

2              The Tea Campaign as a Case Study

2.1           The Genesis of the Idea

2.2           Economically Rational Behavior

2.3           Function, not Convention

2.4           “Trapped in his Ivory Tower”

2.5           Getting Started Without Money

2.6           Clever Concept Offers Many Opportunities

2.7           The Main Factor Fades into the Background

2.8           The Idea Makes the Difference

3              Start-Ups: Creative Concepts, Not High Tech

3.1           Rethinking the Olive Oil Trade

3.2           Rethinking the Conventional Office

3.3           Rethinking Fruit Juice

3.4           Directly to the Chancellor

4              The Stepchild Concept: It pays to fine-tune your concept

4.1           Not inspirations or passing fancies

4.2           Developing your own concept

4.3           The difference between invention and innovation

4.4           The difference between entrepreneurship and business administration

4.5           Patents and new technologies are only the raw material

4.6           What good entrepreneurial design must accomplish

4.7           Working at the Puzzle

4.8           Creating an idea that is a work of art

4.9           Understand the principle and you can start many businesses

4.10         Successful companies originate in the mind

5              Avoiding Overload

5.1           The entrepreneur as Jack-of-all-trades – and why we have to get rid of this old saw

5.2           Recognize your own ignorance, or: the art of judgment and cooperation

5.3           Where startup consultants fail: the example of Dorothee the artist

5.4           “A business of your own means the business owns you”

5.5           Follow the simplest business principles

5.6           Make room for different ideas

5.7           The adventure restaurant

5.7.1        Entrepreneurship and political dogma

5.7.2        Learning outside of the classroom

5.7.3        The idea

5.7.4        Getting rid of the fanciful ideas

6              Building a business with components

6.1           Launching a company – live!

6.2           Working with components

6.2.1        Start-ups with wings

6.2.2        An Example

6.2.3        The company as an idea construct

6.3           Eliminating growth crises

6.4           Making use of “embedded knowledge”

7              Playing in the Big Boys’ League

7.1           Can You Imagine Building an Industrial Facility?

7.2           Buying a Service Package

7.3           Compose Your Company

7.4           An Example: Making Toothbrushes Cheaper

7.5           Short of Capital?

7.6           Personality, not Anonymity

7.7           So, now do you want a little company of your own?

7.8           Market Leader Overnight

7.9           A Company to Get in on – the Story of the CO2 Campaign

7.10         Create  a Company – While Keeping Your Day Job

8              How to Work Out Your Own High-Potential Concept:  the Entrepreneurship    

8.1           Opening Up the Idea

8.1.1        Finding Out What Really Motivates the Founder

8.1.2        Trying Out New Perspectives

8.2           Seven Techniques for Working Out an Entrepreneurial Design

8.2.1        Discover Potential in What Exists  Already

8.2.2        Function, not Convention

8.2.3        Recombining What Already Exists

8.2.4         Fulfilling More Than One Function

8.2.5         Seeing  Problems as Opportunities

8.2.6         Turning Work into Fun and Entertainment

8.2.7          Turning Visions into Reality

8.3             The Sense and Nonsense of Business Plans

8.4              … and How Can I Draw Attention to my Start-Up?

8.4.1          Going from Zero to One

8.4.2          We Are the Brands

8.4.3          Flaunting Your Idea…

8.4.4          … but you can also do without

8.5             The Idea of Building with Bottles

9                Entrepreneurship as a Challenge

9.1             Stand Up for Something – Support a Cause

9.2             The Myth of Profit Maximization

9.3             Social Entrepreneurship

9.4             Must You be Born an Entrepreneur?

9.4.1          “Much Too Difficult?”

9.4.2           What Matters:  Not the Resources but the Concept

9.5              The World Needs Entrepreneurs

9.6              Entrepreneurship as an  Adventure

9.7              The Individual Takes Center Stage

9.8              Why We Create: It’s About Efficiency

9.9              Active Participation in Market Activities: The Case for Economic Enlightenment

10               Say Goodbye to Old Ways of Thinking  (don’t draw conclusions about the
                   future based on the past)

10.1            What’s to Be Done When the Economic Foundation Crumbles?

10.2            We Need Innovative Start-ups …

10.3            … but they don’t have to be hi-tech

10.4           Igniting the First Spark in the “Idea Space” – Cultural Entrepreneurship

10.5           Does our Educational System Teach for Entrepreneurship?

10.6           Has our Entrepreneurial Spirit Emigrated?

10.7           Declaration of Independence

11              An Invitation to a Dance


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