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This is Volume Volume 2 of 2-Volume Set. To purchase the complete set, you will need to order the other volumes separately: to find them, search for the following ISBNs: 9781427036841

"The White Company" by Arthur Conan Doyle was the best selling book of its time. Set in the mediaeval era, this work presents a time when swordsmen and archers were the best kind of army. From Britain to France and Spain, the book takes you on an unforgettable journey that is brimming with adventure and excitement! Truly amazing novel!

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•  Guides startups of all types in their search for a scalable, profitable business model
•  Explains the 9 deadly sins startups commit most often - and helps you avoid them
•  Incorporates the business model canvas as the starting point for any startup
•   Provides separate paths and advice for physical versus web/mobile products
•  Explains how to test and iterate your company's road to product/market fit
•  Details strategies and tactics for how to get, keep and grow customers
•  Teaches a new math for startups -- metrics that matter
•  Includes detailed checklists at every step of the process

In the ever-changing world of business, we've arrived at a point where process has trumped culture, where the race toward efficiency has made us complacent and unable to reach our potential. Stuck in the land ofstatus quo, we've forgotten how to think. And the very structures put in place to help businesses grow are now holding them back. It's time to Kill the Company.

This book is a call to arms: to start a revolution in how we think and work. But instead of more one-size-fits-all change initiatives forced upon employees, we need to embrace smaller, positive behavioral changes that create ripple effects throughout the organization. Thinking can no longer be exclusive to the creative team or lead strategists. Rather, a culture of curiosity must be fostered among the ranks to shake up our standard practices, from unproductive meetings to go-nowhere strategic planning. This revolution can and will awaken our ability to think, and ultimately, to innovate and grow.

InKill the Company, innovation specialist Lisa Bodell urges companies to shift the mindset from business as usual to the company of the future, to move from what she calls "Zombies, Inc." to "Think, Inc." This involves both risk and trust: to allow all employees the opportunity and environment to be curious and inquisitive—even challenging and provocative when the situation calls for it. Too often, this type of behavior is seen as threatening, says Bodell, who has actually been told by CEOs that they discourage employees from thinking. In step with the call to Kill the Company, is a plea to kill fear, complacency,and the all-too-familiar answer from our leaders: "I can't be bothered with your (perhaps brilliant) idea."

Bodell also looks at how we got to Zombies, Inc., exploring how our educational system contributes to the lack of inquiry and problem-solving skills, showing how conformity is rewarded early on. She also draws from the work of such education luminaries as Sir Ken Robinson and the groundbreaking Blue School (founded by members of the Blue Man Group).

In the end, readers ofKill the Companywill have a full sense of how much riskier it is to stay here in the status quo than to break out and think.

Foreword by Seth Godin. Afterword by Guy Kawasaki.

Master word of mouth marketing with this fun, practical, hands-on guide.

With straightforward advice and humor, word of mouth expert Andy Sernovitz will show you how the world's most respected and profitable companies get their best customers for free through the power of word of mouth.

Learn the five essential steps that make word of mouth work and everything you need to get started. Understand how easy it is to work with social media, viral marketing, evangelists, and buzz. Start using simple techniques that start conversations:

- 3 Reasons People Talk About You

- 4 Rules of Word of Mouth Marketing

- 5 Ts of Word of Mouth Marketing

- 6 Big Ideas: Deep Stuff That Changes Marketing Forever

Find out what sparks the irrepressible enthusiasm of Apple and TiVo fans. Understand why everyone is talking about a certain restaurant, car, band, or dry cleaner -- and why other businesses and products are ignored. Discover why some products become huge successes without a penny of promotion -- and why some multi-million-dollar advertising campaigns fail to get noticed.