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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: It’s 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: Tradin’ and Makin’ Deals David Allen . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 183 Ch. XI. Postscript: The Two Sides of NO Kim DeMotte . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 205 Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207
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