Includes bibliographical references (pages 279-288) and index.

Part I: The call. Be open to ideas -- Is it dangerous or just scary? -- Leave your safety zone ... but do it safely -- Do your research -- Find your cofounder -- Fund the business, part 1: bootstrapping -- Get your story straight -- Fund the business, part 2: other people's money -- Iterate, iterate, iterate -- Part II: The test(s). Go in through the side door -- It's all about location -- Get attention, part 1: building buzz -- Get attention, part 2: engineering word of mouth -- Survive the crucible -- Fund the business, part 3: professional money -- Protect what you've built -- When catastrophe strikes -- The art of the pivot -- Part III: The destination. It can't be all about the money -- Build a culture, not a cult -- Think small to get big -- Manage partnership tensions -- Know thyself -- When to sell and when to stay -- Be kind -- What you do with your luck.