2. RQWHQW
: K D W L V 6 R F L D O 0 H G L D
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: K D W ' R 7 K H ' R 2 Q OLQ H
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4. 3 HRS O H O RY H H[ S U HV V L QJ WK HP V HO Y HV
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5. 7 K H V WL O O G R - X V W G L I I HU HQWO
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3 K RW R 6 K DULQ J
9RLFH RY HU , 3
6 RFLDO 1 HW Z RUN LQ J 6 LW HV
: HE O RJ V ( PDLO
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7. 7 K H ' L J L WD O / D QG V F D S H
3HRS OH DUH JHW W LQJ PRUH VRFLDO RQOLQH
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8. $ V L D 7 K H 6 L ] H RI WK H 6 RF L D O 0 HG L D 3 L H
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9. % O RJ J L QJ % HK D Y L RX U L Q $ V L D
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10. 6 L QJ D S RU H 6 RF L D O 0 HG L D 7 U HQG V
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11. 0 L F U RE O RJ J L QJ L Q 6 L QJ D S RU H
3 OX U N D WWU D F WV P R U H Y LV LWV WK D Q 7 Z LWWH U LQ 6 LQ J D S R U H
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12. 7 K H ' L J L WD O / D QG V F D S H
R I 6 LQ J D S R U H D Q V WU X V W D E OR J D V P X F K D V WK H
G R WU D G LWLR Q D O P H G LD
% OR J J H U U D Q N V WK R Q WK H WR S P R V W Y LV LWH G V LWH V
IR U 6 LQ J D S R U H
) U LH Q G V WH U G R P LQ D WH V WK H V R F LD O Q H WZ R U N OD Q G V F D S H
Z LWK P D U N H WV K D U H D Q G X Q LT X H
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) D F H E R R N V H H V X Q LT X H Y LV LWR U V P D N LQ J LW
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13. R I 6 LQ J D S R U H D Q V E H OLH Y H WK H R Q OLQ H S U H V H Q F H
R I E U D Q G V V LJ Q LILF D Q WO LQ F U H D V H V WK H LU LQ WH U H V W
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14. ' LIIH U H Q W U R OH V LQ 6 R F LD O 0 H G LD E D V H G R Q $ J H * U R X S
:+$7 '2 7+( '2 21 /,1 (
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18. + R Z WR E U H Z R Q H LQ V WH S V
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19. STEP ONE
Why are you here?
STEP TWO
What is the problem?
STEP THREE
Why is there a problem?
STEP FOUR
What is your single-minded proposition?
STEP FIVE
Coming up with the big idea
RQILGHQWLDO 3URSULHWDU
20. : K D UH R X K H UH
8 Q G H U V WD Q G WK H F R Q WH [ W ILU V W
: K D U H R X G R LQ J WK LV
: K D W LV WK H S K V LF D O H F R Q R P LF D O V R F LD O D Q G WH F K Q R OR J LF D O
3 ( 6 7
21. H Q Y LU R Q P H Q WV OLN H D V R X WK LQ N R I D E R X W WK H E LJ LG H D
: K G R H V WK H OLH Q W Q H H G R X
RQILGHQWLDO 3URSULHWDU
23. : K D W LV WK H S U R E OH P
,I WK H U H LV Q R S U R E OH P WK H U H V Q R Q H H G IR U D V R OX WLR Q
: K LV WK H U H D Q H H G IR U WK LV E LJ LG H D
RQILGHQWLDO 3URSULHWDU
24. 5DQNHG WK Z R U O GZ L GH L Q W HU P V R I V DO HV I L J X U HV
RQILGHQWLDO 3URSULHWDU
25. 7 S L F DO DQV Z HU
7 R L QF U HDV H E U DQG DZ DU HQHV V
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26. ' X K
7 K DW V QR W W K H S U R E O HP , I R X U H U DQNHG GR
R X W K L QN R X U HDO O K DY H DQ L V V X H Z L W K E U DQG
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27. 5X QQHU V DU H W R R O R DO W R
W K HL U H[ L V W L QJ E U DQGV R I V K R HV
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28. R X QHHG W R I L QG R X W W K H F R QV X P HU L QV L J K W
W R X QY HL O W K H S U R E O HP
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29. 7 K H U L J K W DQV Z HU
7 K HU H L V QR F R P S HO O L QJ U HDV R Q Z K D U X QQHU
V K R X O G H[ S HU L P HQW Z L W K D QHZ E U DQG R I V K R HV
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30. : K LV WK H U H D S U R E OH P
: K G R R X WK LQ N WK H S U R E OH P H [ LV WV
+ H U H V D WLS LW V X V X D OO G X H WR WK H H Q Y LU R Q P H Q WV
3KVLFDO ( FR Q R P LFDO 6 R FLDO 7 H FKQ R OR J LFDO
RQILGHQWLDO 3URSULHWDU
31. $ U H R X OD X Q F K LQ J R X U V K R H V G X U LQ J WK H P R Q V R R Q
3KVLFDO
V H D V R Q D Q G P R V W U X Q Q H U V S U H IH U U X Q Q LQ J R X WG R R U V WK D Q
LQ G R R U V
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32. 2 U P D E H R X U F R P S H WLWR U V K D Y H WZ LF H D V P X F K
3KVLFDO
P D U N H WLQ J E X G J H W D Q G D U H OD X Q F K LQ J WK H LU Q H Z V K R H V D W
WK H V D P H WLP H
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33. $ U H R X U V K R H V WR R H [ S H Q V LY H 2 U P D E H WR R F K H D S
CB
FC G
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34. 6RFLDO
+ R Z G R U X Q Q H U V S H U F H LY H R X
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35. 6RFLDO
+ R Z G R WK H U X Q : K D W G R WK H G R R Q D V R F LD O
E D V LV + R Z G R WK H V R F LD OLV H ' R WK H WK LQ N
F K H D S J R R G ' R WK H H Y H Q F D UH
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36. % D V H G R Q Z K D W R X N Q R Z V R I D U Z K D W L V R X U V L Q J O H P L Q G H G
S U R S R V LWLR Q
7 K H V L Q J O H P L Q G H G S U R S R V L W L R Q V X P V X S W K H V L Q J O H P R V W
LP S R U WD Q W WK LQ J R X F D Q V D D E R X W WK H E U D Q G WK D W LQ IOX H Q F H V
WK H F R Q V X P H U LQ V X F K WK D W LW D G G U H V V H V R X U S U R E OH P
,W V K R X OG E H N H S W WR D V LQ J OH V H Q WH Q F H
7 K H E H V W E L J L G H D V Z H Y H V H H Q D O O K D Y H D V L Q J O H P L Q G H G
S U R S R V L W L R Q 1 R W P X O W L S O H P L Q G H G
RQILGHQWLDO 3URSULHWDU
39. R P LQ J X S Z LWK WK H E LJ LG H D
7 K H E LJ LG H D LV D Q X P E U H OOD LG H D WK D W G H OLY H U V WK H V LQ J OH
P LQ G H G S U R S R V LWLR Q
,W LV Q R W D WD F WLF D O LG H D
$ Q G F H U WD LQ O Q R W D P H G LD E X V X J J H V WLR Q
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40. R X V K R X OG V WD U W D E OR J $ Q G D ) D F H E R R N S D J H
RQILGHQWLDO 3URSULHWDU
41. $ G D S WD E OH WK U R X J K Y D U LR X V P H G LD
$ G D S WD E OH LQ WR Y D U LR X V WD F WLF D O LG H D V
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