Title page -- Copyright -- Dedication -- Prologue -- Introduction -- 1 Summon the Courage to Enter the Dark Room -- LIFE IN THE DARK ROOM: DAVE -- LIFE IN THE DARK ROOM: JACK AND ANNETTE -- IRRATIONAL PERSISTENCE -- ILLUMINATING THE DARK ROOM -- 2 Find Your Place in This World -- EMBRACE WHAT MAKES YOU SPECIAL -- BE AUTHENTIC NO MATTER WHAT -- FINDING YOUR PLACE IN YOUR CUSTOMERS' WORLD -- CREATE MORE VALUE BY MAKING LESS MONEY -- 3 Search for the Holy Grail -- HOLY GRAIL 1 -- HOLY GRAIL 2 -- HOLY GRAIL 3 -- INFINITE HOLY GRAILS -- 4 Never Sell Anything -- THIS NEEDS TO BE FROM THE HEART -- BUILD RESPECT, GENUINELY -- DON'T BE AFRAID TO BE UNPREPARED -- WHAT YOU DON'T BRING TO A MEETING IS AS IMPORTANT AS WHAT YOU DO BRING -- YOUR CUSTOMERS NEED TO SEE YOUR C-SUITE -- OFFER YOUR COMPANY, NOT YOUR PRODUCTS -- DON'T SUGGESTIVE SELL -- SUGGESTIVE PARTNER -- MELT AWAY THE SKEPTICISM -- 5 Build a Company Woody Allen Would Be Proud Of -- COMPETITIVE ADVANTAGE 1: WE'RE THE NUMBER 1 BRAND OF FRESH SALSA IN THE UNITED STATES -- COMPETITIVE ADVANTAGE 2: GARDEN FRESH DIPS -- COMPETITIVE ADVANTAGE 3: MARGARITAVILLE -- COMPETITIVE ADVANTAGE 4: TORTILLA CHIPS -- COMPETITIVE ADVANTAGE 5: HUMMUS -- COMPETITIVE ADVANTAGE 6: HIGH PRESSURE PASTEURIZATION (HPP) -- COMPETITIVE ADVANTAGE 7: PRIVATE LABEL -- JUST SHOW UP -- 6 Value Values -- RESOLVE -- FORGIVENESS -- RESPECT AND DIGNITY -- COMPASSION -- VALUES ARE VALUABLE -- 7 If a Fortune 500 Company Calls, Take the Call -- BEEN THERE, DONE THAT. SO WHAT? DO IT AGAIN -- THE FIVE-MINUTE MEET-AND-GREET THAT TURNED INTO A 125-MINUTE MEET-AND-GREET -- EVERY IDEA NEEDS A CHAMPION -- KNOW THE REAL MEANING OF VALUE -- THE LONG AND WINDING ROAD TO A "NUMBER" -- TAKE TIME TO REFLECT -- HEART MATTERS -- Epilogue -- Index -- EULA.