Cover Page -- Title Page -- Copyright Page -- Dedication -- Contents -- Foreword -- Introduction -- Part I So You Want to Own a Business: The Real Truth Behind What It Takes to Succeed -- 1 Starting a Business Is Personal -- 2 Make Smart Choices: Consider Your Options -- 3 Beat the Odds: Get It Right from the Beginning -- 4 Build a Powerful Business Strategy -- Part II Open for Business: The Strategic and Tactical Keys to Business Success -- 5 Purpose, Promise, and Principles: The Cornerstones of Your Business -- 6 Marketing and Sales Strategy -- 7 People Matter -- 8 Protecting Your Business, Your Ideas, and Yourself -- 9 Where Will You Locate Your Business? -- 10 From Humble Beginnings to Great Enterprises -- 11 Pricing and Process -- 12 Words of Wisdom from the Trenches -- Appendix: Resources for Start-Ups and Expanding Businesses -- Index -- About the Authors.