The Personal MBA Masterclass

Tracklist 472:53

DTS CD 1

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

DTS CD 2

1	Providing a form of value #1 - products	3:59
2	Form of value #2 - services	4:34
3	Form of value #3 - a shared resource	3:40
4	Form of value #4 - subscription	3:45
5	Form of value #5 - resale	4:52
6	Form of value #6 - lease	3:58
7	Form of value #7 - agency	5:50
8	Form of value #8 - audience aggregation	5:25
9	Permission - taking it to a level deeper	2:44
10	Form of value #9 - loan	3:22
11	Form of value # 10 - option	4:10
12	Form of value #11 - insurance	2:58
13	Re-insurance	3:55
14	Form of value # 12 - capital	3:22
15	The 12 forms of value - final questions for reflection	0:32

DTS CD 3

1	Perceived value	5:36
2	Modularity	2:09
3	Bundling and unbundling	3:08
4	A prototype (WIGWAM)	1:53
5	The iteration cycle	3:03
6	Iteration velocity	2:58
7	Feedback	8:37
8	Alternatives	4:47
9	Tradeoffs	1:39
10	The nine economic values - a checklist	2:48
11	Convenience and fidelity	6:08
12	Relative importance testing	3:20
13	Critically important assumptions	4:21
14	Shadow testing	5:18
15	A minimum economically viable offer (MEVO)	3:06
16	Incremental augmentation	0:58
17	Field testing	4:23

DTS CD 4

1	Introduction to the importance of marketing	2:16
2	The most important rule in marketing - gaining people's attention	2:26
3	Receptivity: what and when	4:59
4	Remarkability	3:19
5	Probable purchaser - who?	3:44
6	End result	3:39
7	Qualification	8:00
8	Point of market entry/exit	4:26
9	Addressability	2:31
10	Desire	2:41
11	Visualization	6:03
12	Framing	5:33
13	Providing something free	7:21
14	Permission	3:45
15	Having a hook	2:37
16	The call to action	2:36
17	Narrative	3:37
18	Controversy	4:16
19	Reputation	4:13

DTS CD 5

1	A further point on controversy	2:04
2	Sales turns a prospect into a paying customer	2:14
3	The defining moment in sales - the transaction	3:47
4	The precondition of trust	3:17
5	Common ground	2:03
6	The pricing uncertainty principle	2:50
7	The four pricing methods	8:08
8	Value-based selling	3:13
9	Calculating value	3:08
10	A story about value-based contract negotiation	4:34
11	A story of full-price and free	4:57
12	Questions for reflection: value-based selling and education-based selling	0:26

DTS CD 6

1	Defining the next-best alternative	3:34
2	The three universal currencies	7:13
3	The three dimensions of a negotiation	4:07
4	The buffer	6:23
5	Psychological factors of negotiation: reciprocation	9:12
6	Psychological factors of negotiation: damaging admission	3:43
7	Barriers to purchase	4:59
8	Risk reversal	6:01
9	Reactivation	2:45
10	Closing thoughts on this session	1:39

DTS CD 7

1	Entering the value-delivery process	1:46
2	The value stream	3:42
3	The two types of distribution channels	6:28
4	The expectation effect/The unexpected bonus	5:43
5	Predictability (uniformity, consistency, and reliability)	6:06
6	Throughput	8:42
7	Duplication	2:09
8	Multiplication	1:26
9	Building a scalable business	4:56
10	Accumulation	1:47
11	Amplification	4:12
12	Barrier to competition	2:45
13	A force multiplier	4:18
14	Systemization	6:08

DTS CD 8

1	Watching your business system operate	2:34
2	Defining finance: profit	4:17
3	Value capture	6:02
4	Sufficiency	5:20
5	The only four ways to increase revenue	3:41
6	Pricing power	2:42
7	Lifetime value	1:04
8	Allowable acquisition cost	3:29
9	Overhead	2:18
10	Costs: fixed and variable	3:43
11	Financial controls	5:15
12	Incremental degradation	5:20