ThePersonalMBA_AWorld-classBusinessEduca.epub - (EPUB全文下载)

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JOSH KAUFMAN
The Personal MBA
A World-class Business Education in a Single Volume
Contents
Key Terms
A Note to the Reader
Introduction: 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
1 Value Creation
The Five Parts of Every Business
Economically Valuable Skills
The Iron Law of the Market
Core Human Drives
Status Seeking
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
Hassle Premium
Perceived Value
Modularity
Bundling and Unbundling
Prototype
The Iteration Cycle
Iteration Velocity
Feedback
Alternatives
Trade-offs
Economic Values
Relative Importance Testing
Critical Assumptions
Shadow Testing
Minimum Viable Offer
Incremental Augmentation
Field Testing
2 Marketing
Attention
Receptivity
Remarkability
Probable Purchaser
Preoccupation
End Result
Qualification
Point of Market Entry
Addressability
Desire
Visualization
Framing
Free
Permission
Hook
Call-To-Action (CTA)
Narrative
Controversy
Reputation
3 Sales
Transaction
Trust
Common Ground
Pricing Uncertainty Principle
Four Pricing Methods
Price Transition Shock
Value-Based Selling
Education-Based Selling
Next Best Alternative
Exclusivity
Three Universal Currencies
Three Dimensions of Negotiation
Buffer
Persuasion Resistance
Reciprocation
Damaging Admission
Barriers to Purchase
Risk Reversal
Reactivation
4 Value Delivery
Value Stream
Distribution Channel
The Expectation Effect
Predictability
Throughput
Duplication
Multiplication
Scale
Accumulation
............

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