Table of Contents

Introduction 1

Part I: Principles for Becoming Oversubscribed 7

Principle 1 Only Oversubscribed Businesses Make a Profit 9

Principle 2 The Only People That Matter are Your People 23

Principle 3 First Make Your Market Then Make Your Sales 37

Principle 4 People Buy When the Conditions are Right 53

Principle 5 Be Different and Set Your Own Rules 67

Principle 6 Value is Created in the Ecosystem 83

Principle 7 Meet People Where They Are, Speak to Them in Their Language 97

Principle 8 Nothing Beats Being Positively Remarkable 111

Part II: The Campaign-Driven Enterprise Method: Turning Principles into Strategy 123

Phase 1 Campaign Planning: Know Your Capacity, Who It’s for and When You Can Deliver It 137

Phase 2 Build-up: Warming Up the Market while Sending and Collecting Signals 163

Phase 3 Oversubscribed Release: Communicating Demand and Supply Tension before Allowing People to Buy 185

Phase 4 Sales Follow-Through: Proactively Follow Up with Prospects to Maximise the Effectiveness of Your Campaign 203

Phase 5 Celebrate and Innovate 231

Part III: You, Your Team and the Times We Live In 243

Get ready to Surf the Waves 245

Struggle, Lifestyle or Performance? 249

The Campaign-Driven Enterprise Team 255

One Last Thing: The Chapter I Wrestled With 285

Acknowledgements 287

About the Author 289

Index 303

About the Author

Daniel Priestley is a successful entrepreneur who's built and sold businesses in Australia, Singapore and the UK. He's the co-founder of Entrevo, the Key Person of Influence Accelerator program/training for entrepreneurs and leaders. Daniel is also the co-founder of Dent Global — the organization which provides the training and services around the Entrevo program. With offices in London, Sydney, Singapore and Tampa, the entrevo program is endorsed by the Institute of Leadership and Management. Daniel is also now a KPMG ambassador and was named as one of the top 25 entrepreneurs in London influencing the business scene (Smith & Williamson Power 100).