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TA B L E  O F  CONTENTS

Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
 
Ch. I. A Primer on NO: Why, When, Where and How to Say NO
Kim DeMotte . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
 
Ch. II. NO Thyself: Individual Strategies for Thinking and Choosing
Sarah Bassett . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
 
Ch. III. The Art of Strategy: The Formula Revealed
Art Kimbrough . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
 
Ch. IV. Change: The Business Constant
Linda Nash . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69
 
Ch. V. Setting Limits: The Law Does Not Absolve Us from Thinking
Scott Levine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
 
Ch. VI. Appreciation2: Applying Power of NO Principles to People Stewardship
Hank Epstein . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111
 
Ch. VII. The Forensics of Financial Decision Making: The Good, the Bad, and the Ugly
Margaret DeMotte . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133
 
Ch. VIII. Brilliance Marketing: Itís all about subtracting from the equation everything at which you are less than brilliant until you are left with a tight and piercing beam of light.
Celia Rocks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 151
 
Ch. IX. Prospecting: Catch & Release
There are huge fish in that pond. Why accept minnows?
Kim DeMotte . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 163
 
Ch. X. Power of NO Selling: Tradiní and Makiní Deals
David Allen . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 183
 
Ch. XI. Postscript: The Two Sides of NO
Kim DeMotte . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 205
 
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207
 
 

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