Contents
Introduction x1
Chapter 1.1
Chapter 1.2
Chapter 1.3
Chapter 1.4
PART I: BUILD YOURSELF
Adulthood . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
I Getajob ................................... 14
Heroes .................................... 20
Don't (Only) Look Down. . . . . . . . . . . . . . . . . . . . . . 26
PART II: BUILD YOUR CAREER
Chapter 2.1 Just Managing .............................. 43
Chapter 2.2 Data Versus Opinion .... . ... : ................. 57
Chapter 2.3 Assholes ................................... 65
Chapter 2.4 I Quit .............. : ...................... 76
PART Ill: BUILD YOUR PRODUCT
Chapter 3.1 Make the Intangible Tangible ....•............. 95
Chapter 3.2 Why Storytelling ............................ 107
Chapter 3.3 Evolution Versus Disruption Versus Execution ..... 115
Chapter 3.4 Your First Adventure-and Your Second ........ 126
Chapter 3.5 Heartbeats and Handcuffs .................... 138
Chapter 3.6 Three Generations .......................... 150
PART IV: BUILD YOUR BUSINESS
Chapter 4.1 How to Spot a Great Idea ..................... 171
Chapter 4.2 Are You Ready? ............................ 180
Chapter 4.3 Marrying for Money . . . . . . . . . . . . . . . . . . . . . . . . 189
Chapter 4.4 You Can Only Have One Customer ............ 201
Chapter 4.5 Killing Yourself for Work .................... 206
Chapter 4.6 Crisis ..................................... 218
' PART V: BUILD YOUR TEAM
Chapter 5.1 Hiring .................................... 229
Chapter 5.2 Breakpoints .............................. ·. 242
Chapter 5.3 Design for Everyone ............ .. ........... 261
Chapter 5.4 A Method to the Marketing ................... 270
Chapter 5.5 The Point of PMs ............ . .............. 281
Chapter 5.6 Death of a Sales Culture . . . . . . . . . . . . . . . . . . . . . 292
Chapter 5. 7 Lawyer Up ........................... '. .... 300
PART VI: BE CEO
Chapter 6.1 Becoming CEO ............................. 321
Chapter 6.2 The Board ................ ..... ......... : . 333
Chapter 6.3 Buying and Being Bought .................... 345
Chapter 6.4 Fuck Massages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 356
Chapter 6.5 Unbecoming CEO .......................... 364
Conclusion: ~eyond Yourself. .............................. 373
Acknowledgments .. · ....................................... 377
Reading List ............................................ 381
Index ............................................ 383