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| Acknowledgments | |
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| Introduction | |
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| Envisioning Excellence | |
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| The Key Ingredient Is Passion | |
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| Examine Your Values Rather Than Everyone Else's | |
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| Do What Fulfills You | |
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| Know What the Hell You Want Your Company to Be and Tell Everyone | |
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| Think Big, Because There's Always Room at the Top | |
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| Your Staff (Part I): Hiring and Training for Excellence | |
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| Hire for Desire Rather Than Experience | |
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| How to Brainwash Your Employees and Supervise for Your Super Vision | |
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| Get to Know Your Employees | |
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| Build Teams | |
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| Stellar Service Results from Stellar Training | |
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| Cross-Training Isn't Just for Atheletes | |
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| Fire Employees Who Don't Meet Your Standards | |
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| Your Staff (Part II): Excellence in Leadership and Management | |
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| Set the Tone Every Day | |
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| Create Anxiety to Get the Most Out of Your Employees | |
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| Set Deadlines, Prioritize, and React Quickly When Things Don't Get Done | |
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| Precise Directions Lead to Precise Results | |
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| Take Responsibility for the Details | |
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| Your Staff (Part III): The Entrepreneur as Motivator | |
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| Create Challenges for Your Employees and Encourage Them to Challenge Themselves | |
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| Be a Cheerleader and Recognize Employees | |
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| Give All Employees the Freedom to Reach the Top | |
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| Allow Employees to Do Work They Enjoy | |
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| Give Employees Major Responsibilities | |
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| Prepare Employees for Their Futures, Even If It Means They'll Move On | |
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| Reward Employees Generously, Frequently, and Unexpectedly | |
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| Innovating for Excellence | |
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| Create Challenges for Yourself and Your Business | |
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| Create an Environment Where Innovation Is Possible | |
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| Innovators Hunt for External Opportunities | |
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| Allow Employees to Own Their Innovative Ideas | |
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| Act Quickly, Because the Problem with Instant Gratification Is It Takes Too Long | |
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| Ask Employees What Needs to Be Improved | |
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| Don't Be Afraid to Ask Customers What Needs to Be Improved, Even If It Hurts | |
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| Continually Improve Processes, Upgrade Facilities, and Train Constantly | |
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| Reinvest in Your Business, or What to Do with All the Money You're Going to Make | |
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| Excellence and Your Public | |
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| Touch Your Customers (Figuratively, of Course) | |
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| Pick Your Customers or They'll Pick You | |
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| Don't Be Afraid to Fire Customers | |
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| Excellence in Marketing, Publicity, and Sales | |
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| Determine the Information Needed Before Conducting Market Research | |
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| Before You Waste a Lot of Time, Find Out If the Information You Need Already Exists | |
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| Design and Administer a Research Study and Use the Info | |
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| When It Comes to Publicity, Only a Sharpshooter Will Do | |
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| Conventional Press Releases Aren't Worth the Postage | |
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| React Quickly When Crises Arise to Avoid Bad Publicity | |
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| Develop a Targeted Marketing Database of Customers | |
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| Go Ahead, Toot Your Own Horn | |
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| Plan to Sell Your Sole | |
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| Excellence in Public Service | |
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| When You're Not Managing, Motivating, and Marketing, Champion Causes | |
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| Index | |