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How to Make Big Money In Your Own Small Business: Unexpected Rules Every Small Business Owner Needs to Know Hardcover – May 19, 2004

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Editorial Reviews

From Booklist

Once again, Fox gets his business expressed just right. After equally succinct books on becoming a great boss and a CEO--among other career aspirations--he addresses the more than 25 million small business owners in the U.S with a few homilies, some practicums, and many direct commandments, such as "selling is job number one" or "pick up paper clips . . . but overspend on customers." And this one as well, "work on the business, not just in the business." Smart remarks notwithstanding, this prolific, no-nonsense writer gets readers' attention with short snappy chapters and down-to-earth advice, covering funding (sources for loans) and sitting on nonprofit boards ("give, get, or get off") as well as marketing and running a business. Even seasoned pros can benefit from his words. Barbara Jacobs
Copyright © American Library Association. All rights reserved

About the Author

Jeffrey J. Fox is the founder of Fox & Co., Inc., a premier marketing consulting company, serving over sixty companies in sixty industries. Prior to starting Fox & Co., Mr. Fox. was VP of Marketing and Corporate VP of Loctite Corporation. He was also director of marketing for the wine division of Pillsbury, and held various senior marketing posts at Heublein, Inc, including Director of New Products. Fox is the winner of Sales and Marketing Management magazine's Outstanding Marketer Award; and the National Industrial Distributors Award as the Nation's Best Industrial Marketer. He is the subject of a Harvard Business School case study that is rated one of the top 100 case studies, and is thought to be the most widely taught marketing case in the world. Fox has been a guest lecturer at The Harvard Business School (from which he has an MBA), The Amos Tuck School, The Conference Board, and numerous other organizations. He has been featured in the Wall Street Journal, Business Marketing, and numerous other publications, and he is a member of the Board of Trustees at Trinity College in Hartford, Connecticut. He works in Avon, CT and lives in New Hampshire.

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Product Details

  • Hardcover: 176 pages
  • Publisher: Hyperion; First Edition edition (May 19, 2004)
  • Language: English
  • ISBN-10: 0786868252
  • ISBN-13: 978-0786868254
  • Product Dimensions: 5 x 7.5 inches
  • Shipping Weight: 7.2 ounces
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (21 customer reviews)
  • Amazon Best Sellers Rank: #825,134 in Books (See Top 100 in Books)

More About the Author

Grew up in a small town. Saw Mickey Mantle hit several home runs at Yankee Stadium. State high school baseball champions. Full scholarship to Trinity College in Hartford, Connecticut. Featured in the book, How to Succeed in Business Before Graduating From College. Played rugby at Harvard Business School. Married to the same girl since 1968. Bought an old house and moved it three miles next to a brook. Broke leg playing rugby for the Hartford Wanderers. Retired from rugby. Lived in San Francisco and worked in the wine business. Three children and their families. Own some small businesses. Oodles of dogs and birds. Favorite cities outside the US are Paris, Florence, Istanbul, Montreal. Favorite small towns are Bellagio, Siena, Zihuatenejo, Mufugano Island, Bodrhum. Started Fox&Co. in 1982. Wrote eight books.

Customer Reviews

4.2 out of 5 stars
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Most Helpful Customer Reviews

17 of 17 people found the following review helpful By Dr. Joseph S. Maresca HALL OF FAMETOP 1000 REVIEWER on May 25, 2004
Format: Audio CD
The author explains that the first and most important task is to
identify quickly the target market of customers. Next, it is critical to compute the break-even-point and the minimum number of customers required to cover the costs of entering into the
business. Ultimately, the author inspires us to do what comes easy to us and what is harder for others to do. He breaks down the time commitment into 60% marketing, 30% service and 10% management. In addition, he points out the necessity to work hard
on a consistent basis.
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12 of 12 people found the following review helpful By John C. Dunbar on June 28, 2004
Format: Hardcover
Although some have criticized this book as being too simple, I find it makes a great summary of the important things a small entrepreneur must do.
It doesn't take too long to read but it contains lots of practical advice. I underlined mine heavily.
This book is also appropriate as a gift to friends that are starting their own company.
The most important points that I derived from this book were Fox's lists of things to do, and their priorities. I highly recommend this book, and all the rest by Jeffrey J. Fox. He's become one of my favorite business writers.
John Dunbar
Sugar Land, TX
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9 of 10 people found the following review helpful By Bobsyouruncle on September 5, 2004
Format: Hardcover
There was a review here that was unjust. The guy complained about the books simplicity and that it should be reading for kindergarden.
Well I run my own business which is successful (meaning: debt free, great cash flow, wonderful income, will retire in my 40s to pursue all those other life goals). Presently I am buried up to my eyeballs in daily issues like sales projections, new products, marketing, accounting, etc. The trees were obscuring the forest when I picked up this book. It's simple list of things to do was refreshing and I was shocked that out of my University degree and over 30 business books on my shelf, there were a number of simple things I had overlooked.
Other books bury you in chapters, what this book says in sentences. The other reviewer looks like one of those many MBAs who dream of being a CEO of S&P 500 company and believe in making the simple things in business complicated for their own ego.
If you really run a small business then I would pick this one up to re-focus yourself on the simple things to success. It is easy to forget the simple steps when you are busy and you start to wonder away from what makes you successful. This kindergardener is happy to find a point or two that has paid for the book 100-fold.
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4 of 4 people found the following review helpful By Dr. W. G. Covington, Jr. on October 6, 2004
Format: Hardcover
Fox is a doer. He gets results you can tell by the way he writes. He reminds readers of the basics, i.e., that nothing happens until somebody sells something. Every business is always all about the customer. That is the only reason a business is created or continues to exist. But Fox goes beyond this reminder. He adds "how to" wisdom on how to maintain this customer-focus.

His spin on the unique gifts that each of us has has never been explored in the way he presents it. He says that what is easy to you is difficult for other people. Market accordingly! But just because one has natural talents doesn't mean one can be lazy. Talent has to be cultivated.

I like the advise he offers in saying, "Invest your time as you would invest money." He explains the power of the 60-30-10 rule, which consists of 60% of your time on marketing/selling 30% learning and 10% fixing weak areas.

My only reason for not giving the book a five is he lacks the spiritual component. He comes across as a crass materialist. Fox has a lot of insight into this world, but neglects the reality of things unseen.
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3 of 3 people found the following review helpful By Rolf Dobelli HALL OF FAMETOP 1000 REVIEWER on July 28, 2004
Format: Hardcover
People start small businesses for many reasons. Sometimes they're in love with the product - they've always wanted to open a store where amateur potters could buy great mud. Sometimes they've been itching to run free from life in a big corporation and finally quit to start their own shop. Sometimes they get a pink slip and a bit of severance pay, and can't find another job, so they decide to start their own business. Whatever the reason, small business owners encounter some common problems. People who are in love with a product may forget how important customers are. People who've worked for a big corporation may not realize how many support services they have learned to take for granted. People who've run their small business for years may get in a rut and miss opportunities to grow. Author Jeffrey J. Fox's short, easy-to-read handbook of pithy counsel is for all of them. While his brightly-written advice sounds fresher than it is, we find it well worth remembering.
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5 of 6 people found the following review helpful By Blaine Greenfield on November 28, 2004
Format: Hardcover
Jeffrey J. Fox wrote one of my favorite marketing books of all time, HOW TO BECOME A RAINMAKER . . . so when I saw his latest effort, HOW TO MAKE BIG MONEY IN YOUR OWN

SMALL BUSINESS, I just had to get hold of it--and devour all 150 too brief pages in one sitting.

Fox has advice here for those starting a business, as well as those who want to stay that way; i.e., in business . . . he shows you in clear language how to "outfox the competition,"

and he makes it surpassingly simple.

But the REAL key is what he writes in his very last paragraph:

"You don't need a lot of things to start a business . . . but you must have one thing. You must have a customer. Go get that customer."

There were several other useful tidbits of information; among them:

Your business exists for only three reasons: to solve a customer's problem, or to make a customer feel good, or both. There are no other reasons for your company to exist. It is every single employee's job, in any company, to directly or indirectly get and keep customers. So,

if you are the only employee in your company, as is often the case, your job is to sell your company's products or services . . . to solve the customer's problem or to make the customer feel good. You are responsible for generating 100 percent of your company's revenues. You are your company's rainmaker!

Boys and girls who worked as paperboys have an edge. So, too do boys and girls who have worked as caddies, cow milkers, lawn mowers, snow shovelers, babysitters, food servers, crop pickers, dishwashers, grocery baggers. Good child labor produces good adult employees.

Customers love getting a little extra. Customers love doing business with companies that are full of fun surprises.
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