Description: There are numerous guides that tell you how to start your own business, concentrating on business plans, marketing strategies and the mechanics of getting things up and running. But few offer a framework for achieving the right attitudes -- and actions -- on the road to success, John Aylen, who has been running his own marketing and communications business for the past fifteen years, gives us just that -- common sense, tried-and-true strategies that motivate and challenge entrepreneurs business owners and managers to look at their business and their life in a new and positive light.

In a clear and friendly tone that speaks directly to the reader, Aylen gives new entrepreneurs in any field a headstart to achieving success -- and enjoying it:
-- How to think -- creating a framework that makes problems easier to solve
-- Hope, karma and momentum -- three keys to success
-- How to sell better -- know the things you can change and the things you can't
-- Negotiating -- how to tell people what you want
-- Finance -- you can't control revenues, so control costs
-- When things go wrong -- if you're not failing, you're not trying hard enough
-- Practice common sense yourself -- a motivational wrap-up

These are strategies, rules and maxims based on Aylen's own positive (and negative) trial-and-error business experiences, complemented by numerous anecdotal real-life case studies. Inspiring, innovative, sometimes quirky and always actionable, The Common Sense Guide to Running Your Own Business is every entrepreneurs personal guide to success, as vital as a good business plan.

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