Table of Contents
Author's Note 3
Introduction 5
Step 1 Convince Yourself First 15
Schedule Incubation Time 18
Steer into Objections 24
Throwaway Work 28
Measure Your Emotional Runway 30
Step 2 Cast a Central Character 33
Choose One Person 35
Create a Storyboard 39
Keep Your Character in Sight 43
Step 3 Find an Earned Secret 48
Go Beyond Google 51
Intoxicate Them with Effort 54
Step 4 Make it Feel Inevitable 61
Be an Armchair Anthropologist 62
With or Without Us 66
Show Momentum 70
Have Vision, Not Visions 71
Step 5 Flip Outsiders to Insiders 75
Share What It Could Be, Not How It Has to Be 78
The Story of Us 82
Make Them the Hero 85
Share Just Enough 89
Step 6 Play Exhibition Matches 94
No Venue Is Too Small 97
Be Willing to Be Embarrassed 100
Don't Ask, "What Do You Think?" 101
Build Your Backable Circle 104
The Rule of 21 109
Reboot Your Style 111
Step 7 Let Go of Your Ego 114
Show, Don't Tell 115
Forget Yourself 117
Find the Passionate Few 121
Conclusion: The Game of Now 127
Acknowledgments 135
Appendix 1 Chapter Summaries 137
Appendix 2 Highlights from Select Interviews with Backable People 147
Kirsten Green 148
Peter Chemin 155
Adam Lowry 166
Tina Sharkey 174
Andy Dunn 183
Brian Grazer 192
Ann Miura-Ko 200
Trevor McFedries 207
John Palfrey 213
Notes 219
Index 233