The Personal MBA 10th Ann

Cover Page
Praise
Title Page
Copyright Page
Dedication Page
Contents
	Chapter One: Why Read this Book?
		You Don’t Need to Know It All
		No Experience Necessary
		Questions, Not Answers
		Mental Models, Not Methods
		My “Personal” MBA
		A Self-Directed Crash Course in Business
		The Wheat and the Chaff
		The Personal MBA Goes Global
		Munger’s Mental Models
		Connecting the Dots
		For the Skeptics
		Should You Go to Business School?
		Three Big Problems with Business Schools
		Delusions of Grandeur
		Your Money AND Your Life
		Breaking Out the Benjamins
		What an MBA Will Actually Get You
		Where Business Schools Came From
		In Search of Distribution
		Playing with Fire
		No Reason to Change
		The Single Benefit of Business Schools
		I Owe, I Owe—It’s Off to Work I Go
		A Better Way
		What You’ll Learn in This Book
		How to Use This Book
	Chapter Two: Value Creation
		The Five Parts of Every Business
		Economically Valuable Skills
		The Iron Law of the Market
		Core Human Drives
		Ten Ways to Evaluate a Market
		The Hidden Benefits of Competition
		The Mercenary Rule
		The Crusader Rule
		Twelve Standard Forms of Value
		Form of Value #1: Product
		Form of Value #2: Service
		Form of Value #3: Shared Resource
		Form of Value #4: Subscription
		Form of Value #5: Resale
		Form of Value #6: Lease
		Form of Value #7: Agency
		Form of Value #8: Audience Aggregation
		Form of Value #9: Loan
		Form of Value #10: Option
		Form of Value #11: Insurance
		Form of Value #12: Capital
		Perceived Value
		Modularity
		Bundling and Unbundling
		Prototype
		The Iteration Cycle
		Iteration Velocity
		Feedback
		Alternatives
		Trade-offs
		Economic Values
		Relative Importance Testing
		Critically Important Assumptions (CIAs)
		Shadow Testing
		Minimum Economically Viable Offer (MEVO)
		Incremental Augmentation
		Field Testing
	Chapter Three: Marketing
		Attention
		Receptivity
		Remarkability
		Probable Purchaser
		End Result
		Qualification
		Point of Market Entry
		Addressability
		Desire
		Visualization
		Framing
		Free
		Permission
		Hook
		Call-to-Action (CTA)
		Narrative
		Controversy
		Reputation
	Chapter Four: Sales
		Transaction
		Trust
		Common Ground
		Pricing Uncertainty Principle
		Four Pricing Methods
		Value-Based Selling
		Education-Based Selling
		Next Best Alternative
		Three Universal Currencies
		Three Dimensions of Negotiation
		Buffer
		Reciprocation
		Damaging Admission
		Barriers to Purchase
		Risk Reversal
		Reactivation
	Chapter Five: Value Delivery
		Value Stream
		Distribution Channel
		The Expectation Effect
		Predictability
		Throughput
		Duplication
		Multiplication
		Scale
		Accumulation
		Amplification
		Barrier to Competition
		Force Multiplier
		Systemization
	Chapter Six: Finance
		Profit Margin
		Value Capture
		Sufficiency
		Four Methods to Increase Revenue
		Pricing Power
		Lifetime Value
		Allowable Acquisition Cost (AAC)
		Overhead
		Costs: Fixed and Variable
		Incremental Degradation
		Breakeven
		Amortization
		Purchasing Power
		Cash Flow Cycle
		Opportunity Cost
		Time Value of Money
		Compounding
		Leverage
		Hierarchy of Funding
		Bootstrapping
		Return on Investment (ROI)
		Sunk Cost
	Chapter Seven: The Human Mind
		Caveman Syndrome
		The Gas Tank
		The Onion Brain
		Perceptual Control
		Reference Level
		Conservation of Energy
		Guiding Structure
		Reorganization
		Conflict
		Pattern Matching
		Mental Simulation
		Interpretation and Reinterpretation
		Motivation
		Inhibition
		Willpower Depletion
		Loss Aversion
		Threat Lockdown
		Cognitive Scope Limitation
		Association
		Absence Blindness
		Contrast
		Scarcity
		Novelty
	Chapter Eight: Working with Yourself
		Monoidealism
		Cognitive Switching Penalty
		Four Methods of Completion
		Most Important Tasks (MITs)
		Goals
		States of Being
		Habits
		Priming
		Decision
		Five-Fold Why
		Five-Fold How
		Next Action
		Externalization
		Self-Elicitation
		Counterfactual Simulation
		Parkinson’s Law
		Doomsday Scenario
		Excessive Self-Regard Tendency
		Confirmation Bias
		Hindsight Bias
		Performance Load
		Energy Cycles
		Stress and Recovery
		Testing
		Mystique
		Locus of Control
		Attachment
		Personal Research and Development (R&D)
		The Growth Mind-set
	Chapter Nine: Working with Others
		Power
		Comparative Advantage
		Communication Overhead
		Importance
		Safety
		Golden Trifecta
		Reason Why
		Commander’s Intent
		Bystander Apathy
		Planning Fallacy
		Referrals
		Clanning
		Convergence and Divergence
		Social Signals
		Social Proof
		Authority
		Commitment and Consistency
		Incentive-Caused Bias
		Modal Bias
		Pygmalion Effect
		Attribution Error
		Option Orientation
		Management
	Chapter Ten: Understanding Systems
		Gall’s Law
		Flow
		Stock
		Slack
		Constraint
		Feedback Loop
		Autocatalysis
		Environment
		Selection Test
		Uncertainty
		Change
		Interdependence
		Counterparty Risk
		Second-Order Effects
		Normal Accidents
	Chapter Eleven: Analyzing Systems
		Deconstruction
		Measurement
		Key Performance Indicator
		Garbage In, Garbage Out
		Analytical Honesty
		Context
		Sampling
		Confidence Interval
		Ratio
		Mean, Median, Mode, and Midrange
		Correlation and Causation
		Norms
		Proxy
		Segmentation
		Humanization
	Chapter Twelve: Improving Systems
		Optimization
		Refactoring
		The Critical Few
		Diminishing Returns
		Friction
		Automation
		The Paradox of Automation
		The Irony of Automation
		Standard Operating Procedure (SOP)
		Checklist
		Cessation
		Resilience
		Fail-safe
		Stress Testing
		Scenario Planning
		The Middle Path
		The Experimental Mind-set
		Not “The End”
	Acknowledgments
	Appendix A: How to Continue Your Business Studies
	Appendix B: Forty-nine Questions to Improve Your Results
	Notes
	Index