The UnStoppables: Tapping Your Entrepreneurial Power

The UnStoppables: Tapping Your Entrepreneurial Power


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The UnStoppables: Tapping Your Entrepreneurial Power by Bill Schley

How to tap the real source of entrepreneurial power in youand in your organization

The UnStoppables is based on foreword author GrahamWeston's experience growing Rackspace, as well as fascinating casestudies from such organizations as the Navy SEALs and IsraeliSpecial Forces. In The UnStoppables Bill Schley,co-founder of the branding firm Brand Team Six shows how the bestpractitioners think continuously about two things: The Big Pictureand the Little Picture—essence and essentials. The essentials arethe business and financial mechanics required of any workingenterprise. But the essence is the emotionalmechanics to deal with obstacles, risk, fear and failure.Mastering the emotional mechanics is how entrepreneurs succeed andwinners win. This is how you capture the unlimited power ofentrepreneurship to spark a successful start-up or revitalize amature organization.

  • Explains why what's stopping you is more important than what'sstarting you, how to tap the essence of entrepreneurial power inyou and in your organization, and how motion generates vision
  • Bill Schley is an award winning author and established experton branding and marketing communications, as well as the co-founderand creative director of the branding firm Brand Team Six
  • Graham Weston is the internationally renowned co-founder andchairman of Rackspace, the world's #1 cloud computing and managedhosting company

Locally, this book teaches you how to become an entrepreneur orto inspire an entrepreneurial mindset to boost any stage business.Globally, this book is about how this nation can launch thousandsmore entrepreneurs for the future.

Product Details

ISBN-13: 9781118459492
Publisher: Wiley
Publication date: 05/06/2013
Pages: 256
Product dimensions: 6.10(w) x 9.10(h) x 0.80(d)

About the Author

BILL SCHLEY is an award-winning author, speaker,established expert on branding, and a lifelong entrepreneur. Hebegan his career as a writer at Ted Bates Advertising in New York,the legendary agency that created the Unique Selling Proposition.Bill is the cofounder and creative director of BrandTeamSix. TheUnStoppables is his fourth book.

GRAHAM WESTON started his first business in 7th grade,selling organic pork with ads that read: "Go Hog Wild!" Today, heis the internationally renowned cofounder and chairman ofRackspace, the world's number-one Open Cloud computing and managedhosting company. Started in San Antonio in 1998, Rackspace hasgrown to over 5,000 employees and 200,000 customersworldwide—including over 60 percent of the Fortune 100. He isa leading philanthropist and supporter of entrepreneurship throughhis 80/20 Foundation. He is also the cofounder of Geekdom, Texas'slargest collaborative workspace that brings innovators, developers,and entrepreneurs together to build ideas and start-ups.

Table of Contents

FOREWORD A Quest for the Essence of Entrepreneurship xiii


INTRODUCTION How the Chairman of Rackspace, Some Navy SEALs, anda Few Israeli Innovators Came Together and Discovered the Heart ofEntrepreneurship 1

Entrepreneur Problem, Entrepreneur Solution 3

Our Road Trip 5

The Big A-Ha!’s 5

Part I: Big Ideas About You 7

Part II: Your UnStoppable Tool Kit 8

Part III: Conclusion: Us 9

The Power That’s Waiting 9

A Word About Language 10

PART I Big Ideas About You 13

CHAPTER 1 Who Is an Entrepreneur and What Do They Do, Really5

Opinions: Everybody’s Got One . . . 16

Who’s Going to Make It through Hell Week? 18

Here’s What We Do Know 19

. . . And So Do Most Five-Year-Olds 20

The Entrepreneur’s Real Difference 21

What Do They Dream About? 21

From Entrepreneurial to Entrepreneur 23

Big Wide Tent 23

Not Just for Start-Ups 24

Not Just for CEOs 25

What It Adds Up to 26

CHAPTER 2 Accelerated Proficiency 29

Wax On, Wax Off 30

The Krav Maga Kids 31

Accelerated Proficiency 101 32

The Four Steps for Accelerated Proficiency 34

The Law of Motion 34

How to Do Anything the AP Way 35

Think on Your Feet 36

Simple Beats Complicated 37

Define the Center—And Go All in 38

CHAPTER 3 Emotional Mechanics: What Only Neuroscientists,Your Friends in the SEALs, and the Israeli Army Will Tell You39

What Is Emotional Mechanics? 41

Examples All around Us 42

Understanding Fear 43

Fear and the Brain 44

Fear’s Achilles’ Heel 45

The Power of Risk 46

The Power of Failure 48

The Power of Obstacles 50

The Love Advantage 52

The Unsurpassed Power of Belief 54

CHAPTER 4 How to Master Emotional Mechanics Like the Experts57

True Team: The Number One Fear Tamer 58

The Mental Magic of Reframing 59

The Secret of Self-Talk 62

Micro-Scripts Are the Self-Talk Secret 62

The Simple Power of “Knowing What to Do” 63

Procedures and Automatics 64

Extinguishing 65

Fear Training 66

Fear Energy Turned Around 66

Goodness 67

PART II Getting Down to Business: Your UnStoppable Tool Kit69

CHAPTER 5 School of Everything You Need to Know (in an Hour)71

Orientation 71

The Optimizers versus the Entrepreneurs 73

The Challenge for Any Company 75

Our Mission at Accelerated Profi ciency U. 76

CHAPTER 6 The Big Picture in an Hour: Ideas, People, andExecution 79

Everything You Need to Know about Ideas 80

What All Business Ideas Must Do 91

CHAPTER 7 Big Picture (Continued): People and Execution93

People 93

Founding Teams Always Have an Edge 94

People and Culture, Day One 95

Give before You Get 96

What Employees Want 97

What Customers Want 97

What Everyone Else Wants 99

Execution 99

The Law of the Laser 100

Data Makes You Dumber 103

Practice with Live Rounds 104

Ask, Ask, Ask Is How You Receive 106

CHAPTER 8 The UnStoppable Six: How to Run a Billion-DollarBusiness or a Start-Up the Rackspace Way (in about an Hour)109

The Piper Cub Principle 110

The UnStoppable Six 111

The Strategic Three 112

The Tactical Three 113

Business Planning: Make the UnStoppable Six Your Template116

CHAPTER 9 Everything You Need to Know about Your UniqueDifference (in about an Hour) 119

“Where Is the Center?” 119

Specific Is Terrific 120

No Difference? Then You’re a Commodity 121

There’s Always a Difference—If You Know Where toLook 122

Anatomy of a Selling Difference 123

The One Item of Carry-on Rule 123

Your Dominant Selling Idea 124

How Rackspace Discovered Its Difference 130

The Universal Paradox 132

Other People’s Heads Are All That Counts 133

CHAPTER 10 Everything You Need to Know about True Teams (inabout an Hour) 135

The Roots of Small, Super-Powered Teams 137

True Teams 138

How an UnStoppable Culture Nurtures Teams 141

Fish Camp 142

Big, Simple Cultural Symbols 143

True Teams at Rackspace: The Untold Story 145

CHAPTER 11 Everything You Need to Know about Succeeding withCustomers (in about an Hour) 149

Today the Saying Needs a Tweak 150

What’s a Customer? 151

Succeeding with Customers 152

Customer Psychology 152

The Most Important Principle of All: Wear Your Values on YourSleeve 157

CHAPTER 12 Everything You Need to Know about Making YourselfFamous (in about an Hour) 163

Caution: Famous Works Both Ways 164

Branding 101 165

The Four-Line Elevator Pitch 177

How Name, Frame, and Claim Made Rackspace a Multibillion-DollarCompany 178

CHAPTER 13 Everything You Need to Know about CreatingRevenue, a.k.a. Selling (in about an Hour) 181

Marketing without Sales Is Like Motherhood without Sex 181

The “Selling Is Evil” Myth 183

The Five Universal Steps to Selling 184

The X Factor in Selling 195

Teach Yourself to Sell the Accelerated Proficiency Way 195

How Much Revenue? Just Break Even 196

CHAPTER 14 Everything You Need to Know about Perfecting YourFirst Product (in about an Hour) 199

Professionals Make It Real, Not Ideal 199

Remember, Nobody Wants 57 Features; They Want 1 Done Best200

Which Data to Listen to, Which to Throw Away? 204

UnStoppable Themes 206

PART III Conclusion: Us 209

CHAPTER 15 Entrepreneur Country and the E-Companies211

The Stakes Are the Same 212

How We Can Do It 213

The Entrepreneurial Groundswell Is Happening 214

Teaching to the Essence 215

The E-Companies 216

Fear Cultures 217

Belief Cultures: How They Happen 218

Managing to Strengths 220

New Entrepreneurs and Enterprises Spawned 220

Welcome to the Arena 222




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The Unstoppables: Tapping Your Entrepreneurial Power 4.7 out of 5 based on 0 ratings. 6 reviews.
Anonymous More than 1 year ago
great book, very easy read that keeps you in focus
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Good read.
Anonymous More than 1 year ago
Love the writing style, easy to read but really sophisticated ideas. Amazing resources used in Israel and with the Navy Seals to create a brand new idea of what's at the source of entrepreneurship. Makes me think twice about staying my day job...
Anonymous More than 1 year ago
Can't recommend this enough. The Unstoppables made me a myself. Schley's writing style is so accessible, I recommend this to anyone who dreams of being a business owner. 
Anonymous More than 1 year ago
I started my own business a year ago and read all the startup literature I could get my hands on (4 Steps to the Epiphany, Lean Startup, Do More Faster, Crossing the Chasm, etc...). Let me say I wish I had this from the start. The book is clear, compelling, and most of all, useful. In the second section, the author unveils the 6 tools of a successful business. This section has had a profound impact on my company. Give it a read and you will see how these 6 ideas define your vision. (I posted these tools up on my mirror.) The first section is quality as well--It speaks to the "emotional mechanics" of overcoming the challenges that prevent you from unlocking your inner-entrepreneur. I have recommended the section to a few friends. Excellent content, like getting a practical MBA in a day. I highly recommend this book.