Pomona, CA

The Personal MBA Masterclass

Tracklist

1
Introduction
3:58
2
The Purpose of The Personal MBA Masterclass
5:00
3
Why study business?
10:04
4
The five parts of every business
3:13
5
Creating a simple business plan
7:27
6
Value creation
1:46
7
Economically valuable skills
1:49
8
The iron law of the market
5:46
9
The point of the value creation process
2:56
10
The four categories of what people want
7:17
11
The difference between sales and marketing
2:02
12
The 10 ways to evaluate a market: 1-5
3:34
13
The 10 ways to evaluate a market: 6-10
3:01
14
Creating a checklist
3:01
15
The need for reflection
3:45
16
The hidden benefit of competition
3:14
17
The mercenary rule
3:52
18
The crusader rule
1:20
19
The difference between a mercenary and a crusader
3:21
20
Providing a form of value #1 - products
3:59
21
Form of value #2 - services
4:34
22
Form of value #3 - a shared resource
3:40
23
Form of value #4 - subscription
3:45
24
Form of value #5 - resale
4:52
25
Form of value #6 - lease
3:58
26
Form of value #7 - agency
5:50
27
Form of value #8 - audience aggregation
5:25
28
Permission - taking it to a level deeper
2:44
29
Form of value #9 - loan
3:22
30
Form of value # 10 - option
4:10
31
Form of value #11 - insurance
2:58
32
Re-insurance
3:55
33
Form of value # 12 - capital
3:22
34
The 12 forms of value - final questions for reflection
0:32
35
Perceived value
5:36
36
Modularity
2:09
37
Bundling and unbundling
3:08
38
A prototype (WIGWAM)
1:53
39
The iteration cycle
3:03
40
Iteration velocity
2:58
41
Feedback
8:37
42
Alternatives
4:47
43
Tradeoffs
1:39
44
The nine economic values - a checklist
2:48
45
Convenience and fidelity
6:08
46
Relative importance testing
3:20
47
Critically important assumptions
4:21
48
Shadow testing
5:18
49
A minimum economically viable offer (MEVO)
3:06
50
Incremental augmentation
0:58
51
Field testing
4:23
52
Introduction to the importance of marketing
2:16
53
The most important rule in marketing - gaining people's attention
2:26
54
Receptivity: what and when
4:59
55
Remarkability
3:19
56
Probable purchaser - who?
3:44
57
End result
3:39
58
Qualification
8:00
59
Point of market entry/exit
4:26
60
Addressability
2:31
61
Desire
2:41
62
Visualization
6:03
63
Framing
5:33
64
Providing something free
7:21
65
Permission
3:45
66
Having a hook
2:37
67
The call to action
2:36
68
Narrative
3:37
69
Controversy
4:16
70
Reputation
4:13
71
A further point on controversy
2:04
72
Sales turns a prospect into a paying customer
2:14
73
The defining moment in sales - the transaction
3:47
74
The precondition of trust
3:17
75
Common ground
2:03
76
The pricing uncertainty principle
2:50
77
The four pricing methods
8:08
78
Value-based selling
3:13
79
Calculating value
3:08
80
A story about value-based contract negotiation
4:34
81
A story of full-price and free
4:57
82
Questions for reflection: value-based selling and education-based selling
0:26
83
Defining the next-best alternative
3:34
84
The three universal currencies
7:13
85
The three dimensions of a negotiation
4:07
86
The buffer
6:23
87
Psychological factors of negotiation: reciprocation
9:12
88
Psychological factors of negotiation: damaging admission
3:43
89
Barriers to purchase
4:59
90
Risk reversal
6:01
91
Reactivation
2:45
92
Closing thoughts on this session
1:39
93
Entering the value-delivery process
1:46
94
The value stream
3:42
95
The two types of distribution channels
6:28
96
The expectation effect/The unexpected bonus
5:43
97
Predictability (uniformity, consistency, and reliability)
6:06
98
Throughput
8:42
99
Duplication
2:09
100
Multiplication
1:26
101
Building a scalable business
4:56
102
Accumulation
1:47
103
Amplification
4:12
104
Barrier to competition
2:45
105
A force multiplier
4:18
106
Systemization
6:08
107
Watching your business system operate
2:34
108
Defining finance: profit
4:17
109
Value capture
6:02
110
Sufficiency
5:20
111
The only four ways to increase revenue
3:41
112
Pricing power
2:42
113
Lifetime value
1:04
114
Allowable acquisition cost
3:29
115
Overhead
2:18
116
Costs: fixed and variable
3:43
117
Financial controls
5:15
118
Incremental degradation
5:20

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