Table of Contents

Cover

Title page

Copyright page

DEDICATION

Epigraph

INTRODUCTION

ARE YOU PAID WHAT YOU ARE WORTH?

PAID EMPLOYMENT – A NEW-FANGLED IDEA

PART 1: THE CASE FOR SELF EMPLOYMENT

CHAPTER 1 IT’S ALL ABOUT YOU

A HAPPY OUTCOME

TIED TO THE BIG MACHINE

THE SPECIALIST TRAP

FREE AT LAST

DOES HE NEED WATCHING?

IT ALL ADDS UP

RIDING THE ROLLERCOASTER

CHAPTER 2 LEARNING AND GROWING

STUCK IN THE MIDDLE WITH YOU

WHY DIDN’T IT WORK OUT?

THE PERSONAL BRAND

BE A GUERILLA

THE MEANING OF WORK

CHAPTER 3 THE ROLE MODEL

THE VALUE OF GURUS

A LIFE OF CRIME

CHAPTER 4 CALL THE EXPERT

DOOMED

IT ISN’T WHAT YOU KNOW

PRIDE IN THE JOB

A POTENTIAL DISASTER

LOOK FOR THE CRACKS

CHAPTER 5 THE PROFESSIONAL GAME

WHAT SHALL WE DO NOW?

THINK LIKE A SHARK

A LIFE IN CHAINS

WHEN GURUS COLLIDE

THE NATURE OF WORK

IT COSTS A LOT OF MONEY TO BE THIS CHEAP

A TRUE PROFESSIONAL

CHAPTER 6 SHOW ME THE MONEY

GOOD VALUE

LET THEM SEE THE EVIDENCE

IT DOES WHAT IT SAYS ON THE TIN

AN EXCELLENT IDEA

LOOKING FOR WORK

THE WINNING TICKET

THE IDIOT’S GUIDE TO THE TOP

NEVER MAKE THE SAME MISTAKE TWICE

CHAPTER 7 A CUNNING PLAN

SOMETHING IN THE WOODSHED

THE BUSY FOOL

OH, WHAT FUN!

THEN WHAT?

A DIFFERENT WAY

A SIMPLE ASSUMPTION

THE MADNESS OF BUSINESS PLANS

PLAN TO FAIL

CHAPTER 8 THE MERCHANT ADVENTURERS

A NEW SPECIES

TAKE IT EASY

FAIR SHARES

THE EMPIRE STRIKES BACK

EVERY BURGLAR NEEDS A FENCE

GET OUT AND DO IT

PART 2: EXPLORING THE OPPORTUNITIES

CHAPTER 9 FACE THE FACTS BEFORE YOU START

HONESTY

TOO NICE

CHAPTER 10 WHY WOULD YOU WANT TO DO THAT?

ANOTHER GIFT SHOP

WHAT THIS PLACE NEEDS IS . . . 

NO VACANCIES

CHAPTER 11 JUST THE JOB

THE SELECTION PROCESS

SEE THE TROUBLE COMING

CHAPTER 12 THE FAME GAME

THE NAME IS THE GAME

FAMOUS

TRUST ME

GIVE ME A RING

INVEST IN QUALITY

CHAPTER 13 ON THE SHOULDERS OF GIANTS

THE WIND BENEATH MY WINGS

STAND BEHIND THE BIG KID

RIP OFF

SETTING THE STANDARDS

CHAPTER 14 THE PROFESSIONAL APPROACH

A PROPER HAIRDRESSER

THE IMAGINARY FRANCHISE

FRED’S GARAGE

CHAPTER 15 REASSURANCE

GOAT POLITICS

KNOW YOUR CUSTOMER

THE BIGGER THE BUSINESS, THE BIGGER THE RISK

STABBED IN THE BACK

CHAPTER 16 WORKING THE ROOM

A GREAT BUSINESS . . . IF IT WASN’T FOR THE PEOPLE

PLAY NICE

BEHAVIOUR MODIFICATION

WORKING FOR NOTHING

CHAPTER 17 MARKETING – THE SEARCH FOR OPPORTUNITY

WHAT MARKETING WON’T DO

EXTRA! EXTRA! READ ALL ABOUT IT!

OPENING DOORS

BEWARE AWARE

CHAPTER 18 WEB OF INTRIGUE

THE WORLD IS YOUR VIRTUAL OYSTER

WHAT CAN THE WEB DO FOR US?

OPTIMIZE DON’T COMPROMISE

WEIRD AND WONDERFUL

WORDS ARE CHEAP

HANDYMAN

SHIPS THAT PASS IN THE NIGHT

ALL OF A TWITTER

MEET YOURSELF COMING BACK

CONCLUSION

BIBLIOGRAPHY

ACKNOWLEDGEMENTS

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