Table Of ContentTable of Contents
Epigraph
Title Page
Copyright Page
Dedication
Chapter 1 - WHY READ THIS BOOK?
Chapter 2 - VALUE CREATION
Chapter 3 - MARKETING
Chapter 4 - SALES
Chapter 5 - VALUE DELIVERY
Chapter 6 - FINANCE
Chapter 7 - THE HUMAN MIND
Chapter 8 - WORKING WITH YOURSELF
Chapter 9 - WORKING WITH OTHERS
Chapter 10 - UNDERSTANDING SYSTEMS
Chapter 11 - ANALYZING SYSTEMS
Chapter 12 - IMPROVING SYSTEMS
Acknowledgements
APPENDIX A - HOW TO CONTINUE YOUR BUSINESS STUDIES
APPENDIX B - FORTY-NINE QUESTIONS TO IMPROVE YOUR RESULTS
NOTES
INDEX
“Fundamentals are fundamentals. Whether you’re an entrepreneur or an executive at a Fortune 50
company, this book will help you succeed.”
—John Mang, Vice President of Japan Fabric & Home Care, Procter & Gamble
“This book goes far beyond business: I used the marketing, sales, and communication principles in
this book to complete my PhD and land a highly competitive postdoc and professorship at a world-
class research university. Whatever you do for a living, this book will help you do it even better.”
—Dr. Zachary Gagnon, Assistant Professor of Chemical Engineering, Johns Hopkins University
“If you’re thinking of starting a business, this book will radically increase your confidence. If you’re
already running a business, this book will help you identify weaknesses in your systems to get better
results. If you’re thinking about plunging yourself into debt to get an MBA, this book will challenge
you to your core. Are you more interested in becoming a better businessperson, or having a
document to hang on your wall to impress people?”
—Daniel Joshua Rubin, Playwright and Portrait Artist
“I graduated with an MBA in 2005 before I encountered The Personal MBA, but I still felt like I
didn’t know anything about business. In retrospect, I wish I had read this book before enrolling in an
MBA program—it would’ve helped me be more mindful while completing my degree. Who knows .
. . I might have skipped the MBA completely. This is easily the best foundational business book
available.”
—Roger Hui, Technical Account Manager, RedHat, Inc.
“I used the mental models in this book to create a profitable business in less than four weeks. Josh
quickly dispels many mistaken beliefs about entrepreneurship, and his guidance has made me vastly
more productive and successful, and my life more fulfilling.”
—Evan Deaubl, President and CEO, Tic Tac Code LLC
“These concepts really work: I’m booked solid with clients, making eight times more money, feeling
far less overwhelmed, and having a lot more fun. If you want to live up to our potential, you can’t
afford to miss this book.”
—Tim Grahl, Founder and CEO, Out:Think Group
“After one hour with Josh, I immediately used his advice to bring in an extra $120,000 this year.
These simple principles are astoundingly effective.”
—Dan Portnoy, Founder and CEO, Portnoy Media Group
PORTFOLIO / PENGUIN
Published by the Penguin Group Penguin Group (USA) Inc., 375 Hudson Street, New York, New York
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First published in 2010 by Portfolio / Penguin, a member of Penguin Group (USA) Inc.
Copyright © Worldly Wisdom Ventures LLC, 2010 All rights reserved
Library of Congress Cataloging-in-Publication Data Kaufman, Josh.
The personal MBA : a world-class business education in a single volume / Josh Kaufman. p. cm.
Includes index.
eISBN : 978-1-101-44608-9
1. Management. 2. Management—Study and teaching. 3. Business.
4. Commerce. I. Title.
HD31.K343 2010
650—dc22 2010027919
Set in Adobe Caslon Pro
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To the millions of business professionals worldwide who work to make people’s
lives better, in ways large and small.
1
WHY READ THIS BOOK?
Just what the world needs . . . another business book!
—U.S. CUSTOMS AGENT AT JFK INTERNATIONAL AIRPORT, AFTER ASKING ABOUT MY
OCCUPATION
Life’s tough. It’s tougher if you’re stupid.
—JOHN WAYNE, WESTERN FILM ICON
Since you’re reading this book, chances are you want to make something Since
you’re reading this book, chances are you want to make something important
happen: start a business, get a promotion, or create something new in the world.
It’s also likely that a few things are holding you back from achieving your
dream:
▶ Business Angst.The feeling that you “don’t know much about business”
and therefore could never start your own company or take more
responsibility in your current position. Better to maintain the status quo
than face the fear of the unknown.
▶ Certification Intimidation.The idea that “business is really complicated”
and is a subject best left to highly trained “experts.” If you don’t have an
MBA or similar expensive credentials, who are you to say you know what
to do?
▶ Impostor Syndrome.The fear that you’re already “in over your head” and
it’s only a matter of time before you’re unmasked as a total fraud. No one
likes a phony, right?
Here’s the good news: everyone has these unfounded fears, and they can be
eliminated quickly. All you need to do is learn a few simple concepts that will
change the way you think about how business works. Once you’ve conquered
your fears, you can accomplish anything.
If you’re an entrepreneur, designer, student, programmer, or professional who
wants to master the fundamentals of sound business practice, this book is for
you. No matter who you are or what you’re trying to do, you’re about to
discover a useful new way of looking at business that will help you spend less
time fighting your fears and more time doing things that make a difference.
