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Table of Contents

Foreword vii About the Author ix Introduction xi Phase 1: On Learning and Choosing 1 1 Learning by doing 3 2 Choosing to try 13 3 Naming our idea 21 Phase 2: On Building and Determination 29 4 Finding suppliers in Hong Kong 31 5 My first China trip 37 6 Testing, testing 45 Phase 3: On Launching and Commitment 57 7 Ready? 59 8 New normals 67 9 Telling the world 77 Phase 4: On Raising Funds and Evolving 85 10 Can we please move the status quo? Thanks. 87 11 Things you can control and things you cannot 97 12 The money question 105 Phase 5: On Establishment and Tenacity 115 13 Growing in China 117 14 Working with your ex 129 15 New horizons 139 Phase 6: On Moving and Grounding 151 16 A new factory in China, a new office in America 153 17 Emotional intelligence goes a long way 165 Phase 7: On Failing and Resilience 175 18 Testing and pivoting 177 Phase 8: On Closing and Acceptance 191 19 The start of the real hustle 193 20 Knowing it's the end 209 Phase 9: On Rebooting 215 21 What I know now 217 22 The reboot button 231 A whole lot of thank you 233 Appendix A: Values document 235 Appendix B: Moving checklist 241 Appendix C: Fundraising 249 Index 261

About the Author

Jodie Fox is a successful global entrepreneur having cofounded online shoe company, Shoes of Prey. Jodie is a judge at the World Retail Awards (2016, 2017, 2018) lectures the Stanford Graduate School of Business MBA Class (2016, 2017, 2018) and regularly keynotes events including the National Retail Federation conference (2017), Virgin Australia Melbourne Fashion Festival (alongside Renzo Rosso, Nicola Formichetti and Fern Mallis) and the American Apparel and Footwear Association Executive Summit (2016).

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