The UnNoticed Entrepreneur, Book 3 - Jim James - E-Book

The UnNoticed Entrepreneur, Book 3 E-Book

Jim James

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Beschreibung

Half a century of marketing masterclasses in one book

Read The UnNoticed Entrepreneur: How Entrepreneurs can Leverage their Authenticity to Build Brands and gain access to an exclusive mastermind where 50 entrepreneurs across the globe share their marketing experience of crossing the chasm from obscurity to recognition. This book is a no-nonsense guide to overcoming the hurdles of marketing and public relations, explained by people who have done it, not by consultants who sell it.

Drawing on the wisdom shared by podcast guests, this book delivers case studies, actionable insights and details of the tech stack apps that will help any business owner achieve brand recognition. Each chapter concludes with "strategy smoothies," detailed steps that are free and simple to implement. Inside you’ll also learn:

  • The importance of adaptability, vision, and genuine leadership in revitalizing established brands for the digital age.
  • Specific knowledge from visionaries who showcase how integrating technology with traditional business wisdom can redefine success
  • The significance of customization and technology in meeting consumer needs


With 50 case studies drawn from entrepreneurs around the world across various industries, this book is a must-read for every business owner who is ready to unlock the secrets to sustainable growth.

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Table of Contents

Cover

Table of Contents

Title Page

Copyright

Dedication

Foreword by Brad Sugars

Acknowledgements

Introduction

Note

The Importance of Clarity

Chapter One: Automate Authenticity.

Helping Clients Make the Most of Their Money

Introduction

The Genesis of Next Level Income

Automating Authenticity

Building a Platform

Engaging with Leads

Personalisation at Scale

Tailoring the Message

The Role of the Podcast

Conclusion

Chapter Two: Consumer Trials.

Innovating the World’s First 3D Printed Nutritional Gummies

Introduction

The Genesis of Nourish3d

Building the Brand from Scratch

Navigating Compliance and Regulation

Harnessing the Power of Social Proof

The Role of Influencers and Ambassadors

Learning from Mistakes

Conclusion

Chapter Three: Fractional Sales.

Maximising Sales Revenue for Companies

Introduction

The Concept of Fractional Sales Management

Overcoming the Sales Dilemma

Ensuring Confidentiality and Integrity

Setting Up a Professional Sales Organisation

The Role of Reputation in Sales

Aligning Sales and Marketing

Transparency and Empowerment

The Journey of an Entrepreneur

Conclusion

Chapter Four: A Shared Mission.

AI-Enabled Facilities Monitoring and Management

Introduction

The Unique Proposition of ViAct

Customer Engagement: Turning Users into Brand Ambassadors

Practical Steps for Gathering Testimonials

Leveraging Social Media and Video Platforms

Media Relations and Speaking Events

Internal Communications: A Remote-First Approach

Localisation and Content Distribution

Conclusion

Chapter Five: Engaging Stakeholders.

Innovating a Digital Twin Technology for School Safety

Introduction

The Genesis of Boom Interactive’s School Safety Solution

Overcoming Regulatory Hurdles

The Power of Listening

Marketing and Distribution Strategies

Building the Corporate Brand

Conclusion

Chapter Six: Profitable Relationships.

Transforming the Technical Recruitment Industry

Introduction

The Genesis of We Create Problems

Building a Brand from Scratch

The Power of Community

Addressing Market Needs

Content-Driven Marketing

Leveraging Technology

Understanding Customer Needs

Expanding Globally

Building Customer Relationships

Conclusion

Chapter Seven: Partnership Success.

Bridging the Gap Between Technology Companies and Phone Users

Introduction

Identifying a Market Need

The Bold Pitch

Expanding Globally

Co-Branding for Success

The American Dream

Creating a New Category

Leveraging Awards for Credibility

The Art of Partnership

Conclusion

Chapter Eight: Launching a TV Show.

Creating Access to the Chinese Consumer

Introduction

Building a Brand in a Foreign Land

Overcoming Challenges

Leveraging Visibility

Authenticity and Consistency

Strategic Partnerships

Future Endeavours

Conclusion

Actionable Insights

Chapter Nine: All About People.

Building a Global Advertising Network

Introduction

The Early Days: Hustling for the First Client

The Power of Authenticity in Client Acquisition

Scaling with Authenticity

Creating a Unified Vision

Navigating Investor Relations

Programmatic Advertising: A Two-Pronged Approach

Conclusion

Chapter Ten: Community Sales.

Building an E-Commerce Empire in Everyday Carry

Introduction

Humbling Beginnings

The Importance of the Right Audience

Building a Passionate Community

Leveraging Feedback Loops

Consistency Is Key

Empowering Creators

The B2B Venture: Growth Jet

A Unified Framework

Conclusion

Chapter Eleven: Being Yourself.

Starting, Building, and Selling a World- Leading Podcast Platform

Introduction

The Genesis of Captivate

Scratching Your Own Itch

The Power of Networking

Building a Product That Stands Out

The Importance of Passion

Conclusion

Chapter Twelve: Razors and Blades.

Gaining Market Share in the American Toy Market

Introduction

The Genesis of tonies

®

Building Awareness in a New Market

The Unique Selling Proposition

Leveraging Media Relations

The Role of Social Media

Research and Validation

Distribution Strategy

Investment and Growth

Conclusion

Chapter Thirteen: Digital Partnerships.

Transforming Regional Travel Markets inSoutheast Asia and the Middle East

Introduction

The Genesis of Wego

Navigating Market Challenges

Building the Brand

Content Marketing and Customer Engagement

Strategic Partnerships

The Role of AI in Future Growth

Conclusion

Chapter Fourteen: Customer Experience.

Introduction

The Early Days: Overcoming Initial Hurdles

Building a Brand: The Importance of Consistency

Leveraging Technology: SEO and Content Marketing

Customer Engagement: Personal Touches Matter

Niche Marketing: Targeting Specific Customer Segments

Learning from Mistakes: The Facebook Marketing Lesson

Conclusion

Chapter Fifteen: The Branded CEO.

Thought Leadership in the Machine Learning Industry

Introduction

The Genesis of Two Brands

The Power of Focus

The Importance of a Personal Brand

Multi-Platform Presence

Engaging with Customers

The Role of Thought Leadership

Balancing Personal and Corporate Brands

Conclusion

Chapter Sixteen: Video Engagement.

Introduction

Conclusion

Chapter Seventeen: NFT Rewards.

Pioneering Event Attendance with NFT-Based Subscriptions

Introduction

Conclusion

Chapter Eighteen: Consistency Wins.

Building a Global App to Serve Community-Based Organisations

Building a Global Brand: Insights from Eric Schmidt of Glue Up

The Evolution of Glue Up

Navigating Global Markets

Marketing Strategies and Challenges

Customer Engagement in the Digital Age

Lessons Learned and Future Directions

Conclusion

Chapter Nineteen: Lumpy Marketing.

Building a Profitable Global Coaching Franchise

Introduction

Recruiting the Best Talent

Embracing Public Speaking and Partnerships

Innovative Marketing Techniques

Building a Franchise Network

The Power of Community and Accountability

Balancing Multiple Brands

Conclusion

Chapter Twenty: Need for Speed.

Understanding the Emergency of an Emergency to Win Legal Clients

Introduction

The Power of Content Creation

Speed and Accessibility

Leveraging Technology

The Role of Video and Multimedia

Consistency and Persistence

Referral Networks

Conclusion

Chapter Twenty-One: Amplifier Effect.

Introducing Augmented Analytics to a Market Trying to Understand It

Introduction

The Genesis of Falcon AI

Overcoming the Status Quo

Building a Market Through Early Adopters

Leveraging LinkedIn for Customer Engagement

Amplifying Reach Through Influencers

The Role of Public Relations and Content

Raising Capital as a First-Time Founder

Transitioning to a Leadership Role

Simplifying Internal Communications

Conclusion

Chapter Twenty-Two: Customer Stories.

Introducing Data Analytics Through Partnerships

Introduction

Building DataClymer: From Concept to Reality

Overcoming Initial Challenges

Leveraging Partnerships for Growth

Scaling the Business

Marketing Strategies and Lessons Learned

Conclusion

Postscript

Chapter Twenty-Three: Advance Marketing.

Helping Companies to See the Value in Their Social Media

Introduction

The Problem of Social Media Overwhelm

Measuring Return on Investment: The Secret Sauce

Practical Application: Tracking Content Through the Funnel

Success Stories: Small Businesses Leading the Way

Common Mistakes in Social Media Marketing

Building Agorapulse: A Journey of Continuous Learning

Transitioning Strategies: From Small- and Medium-Sized Business Inbound to Mid-Market Outbound

The Importance of Laying Groundwork

Conclusion

Chapter Twenty-Four: Persistence and Perfection.

Building Self-Belief

Introduction

The Journey to Becoming a Media Celebrity

Building a Brand from Scratch

Leveraging Media Opportunities

The Power of Resilience and Self-Belief

Creating Consistent and Engaging Content

The Role of Audiobooks in Brand Building

Conclusion

Chapter Twenty-Five: Contra Favours.

Taking Techniques from Tech Sales to Sell Books

Introduction

The Challenge of Marketing a Novel

Lessons from the Tech World

Finding Your Audience

Leveraging Existing Networks

Content Marketing

The Power of Reviews

Avoiding Common Pitfalls

Future Endeavours

Conclusion

Chapter Twenty-Six: Gamify Utility.

Building a Great Marketplace for Good Products

Introduction

The Genesis of Makeena

Engaging Consumers with a Community Approach

Attracting Brands to the Platform

The Role of the Founder in Brand Building

Reaching Consumers Through Media and Authenticity

Leveraging Technology for Customer Engagement

Conclusion

Chapter Twenty-Seven: Blue Ocean.

Building a Personal Brand to Sell the Company

Introduction

The Importance of Personal Branding

Balancing Personal and Business Brands

Niche Marketing and the Power of Focus

StoryBrand Framework: Crafting Effective Messaging

Enhancing Customer Experience Through Emotional Intelligence

Core Values: The Foundation of Organisational Culture

Conclusion

Chapter Twenty-Eight: Being Found.

Algorithms Tell You Where to Sleep

Introduction

The Genesis of Otamiser

Overcoming Industry Challenges

Building a Brand and Expanding Reach

Navigating Media Relations

Customised Solutions for Unique Needs

The Importance of Community and Networking

Conclusion

Chapter Twenty-Nine: Strategic Commenting.

AI-Based LinkedIn Engagement App Gets Engagement

Introduction

The Genesis of Engage AI

The Power of Commenting for Attention

Focus on LinkedIn

Practical Workflow Solutions

Overcoming Obstacles

The Secret Sauce

The Pitfalls of Advertising

The Importance of Market Positioning

Conclusion

Chapter Thirty: Competitor Collaboration.

Turning Competitors into Affiliates

Introduction

The Journey to Tax Efficiency

Finding the Niche

Transforming Competitors into Channels

Leveraging Automation and Social Media

Building Trust and Engagement

Conclusion

Chapter Thirty-One: Crowdfunded Community.

Projecting a Vision to Rejuvenate Old Cinemas

Introduction

The Vision Behind The Projector

Crowdfunding: A Dual-Purpose Strategy

Building a Membership Programme

Navigating Government Regulations

Balancing Corporate and Community Interests

Learning from Failures

Creating Instagrammable Moments

Engaging the Community in Physical Spaces

Conclusion

Chapter Thirty-Two: Loyal Not Happy.

Keep Going and Let Go

Introduction

The Evolution of GetPayroll

Building Relationships and Brand

The Role of a Great Team

The Power of Marketing

Embracing Humour and Creativity

Leveraging Referral Programmes

Exploring New Channels

Learning from Failure

Conclusion

Chapter Thirty-Three: Breathing Success.

A Breath of Fresh Air

Introduction

From Personal Need to Business Opportunity

The Importance of Understanding Your Market

Transitioning from B2C to Business-to-Business

Leveraging Reviews and Building Trust

The Role of Education in Marketing

Sustainability as a Marketing Strategy

Learning from Mistakes

Embracing AI and Technology

Conclusion

Chapter Thirty-Four: Sustainability Stories.

Creating a Carbon Handprint

Introduction

The Genesis of Handprint.Tech

Building the Supply Side

Educating the Market

Leveraging Social Media and Content

Overcoming Challenges

Effective Acquisition Strategies

Conclusion

Chapter Thirty-Five: Regulated Opportunities.

Clients Who Have to Spend

Introduction

The Importance of Niching

Educating Rather Than Selling

Leveraging Content and Technology

Transparency in Pricing and Service

Personal Touch in Customer Engagement

Learning from Mistakes

Building a Personal Brand

Conclusion

Chapter Thirty-Six: Packaging Counts.

The Entrepreneur and the Pea

Introduction

From Cattle Feedlots to Plant-Based Provisions

The Genesis of Off-Piste Provisions

Navigating Challenges and Building a Business

Marketing Strategies: Packaging and Targeting

Distribution and Community Building

Talent and Team Building

Raising Funds and Maintaining Relationships

Conclusion

Chapter Thirty-Seven: Main Street Marketing.

A Woman in Men’s Underwear

Introduction

The Genesis of Wood Underwear

The Challenge of Entering a New Market

Building Relationships Over Transactions

The Importance of Authenticity

Leveraging Media and Trade Shows

Giving Back: A Core Value

Conclusion

Chapter Thirty-Eight: Ethical Business.

Do No Evil

Introduction

The Importance of Responsibility in Business

Avoiding the Pitfalls of Greenwashing

Tools for Small Businesses

The Role of Authenticity and Accountability

Cost and Profitability of Responsible Practices

Impact on Employee Engagement

Getting Noticed as a Responsible Business

Real-World Examples

Conclusion

Chapter Thirty-Nine: Speedy Delivery.

Improve Customer Experience by Going Portless

Introduction

The Genesis of Portless

The Evolution of a Business Model

Enhancing the Customer Experience

The Mechanics of Portless

Marketing and Brand Building

Lessons Learned

The Future of E-Commerce

Conclusion

Chapter Forty: Discrete Networking.

Drones to Rescue the Oceans

Introduction

From Childhood Passion to Aerospace Innovation

The Birth of Marble

Overcoming Marketing Challenges

The Importance of a Compelling Story

Navigating Regulatory Hurdles

Scaling the Business

Lessons Learned and Future Directions

Conclusion

Chapter Forty-One: Game Mindset

Work on Your Game to Build Your Business

Introduction

Humble Beginnings

The Power of Mindset

Building a Brand Through Content

The Transition to Writing

The Work On Your Game University

Lessons in Marketing and Brand Building

Overcoming Failures

Conclusion

Chapter Forty-Two: Vegan Mission.

Connecting Vegans of the World

Introduction

The Genesis of aBillion

Tackling the Chicken-and-Egg Problem

Gamification and Altruism

Building a Sustainable Revenue Model

Leveraging Search Engine Optimisation for Organic Growth

The Importance of Purpose

Conclusion

Chapter Forty-Three: Trial and Learn.

Marketing the World a Sweeter Place, Without Sugar

Introduction

The Sweet Protein Revolution

The Marriage of Nature and Technology

Overcoming Industry Challenges

Marketing Strategies: Trial and Education

The Importance of Taste

Learning from Mistakes

Conclusion

Chapter Forty-Four: Beer Time.

The Dragons’ Den Drink

Introduction

Mission IMPOSSIBREW®

Understanding the Market

The Power of Direct-to-Consumer Sales

Leveraging Social Media

The Dragons’ Den Experience

Learning from Mistakes

Customer Engagement

Conclusion

Chapter Forty-Five: AI Nuptials.

Making Money as the Wedding DJ

Introduction

The Journey to Specialisation

Leveraging Technology for Efficiency

The Role of Content Marketing

Embracing AI for Customer Engagement

Building Strong Relationships

Conclusion

Chapter Forty-Six: Art Consumption.

Unlocking the Vaults of the Art World

Introduction

The Vision Behind Momentable.art

Solving the Art Accessibility Problem

Empowering Contemporary Artists

Leveraging Blockchain Technology

Marketing Strategies and Community Engagement

Lessons from Past Mistakes

Team Alignment and Collective Ownership

Conclusion

Chapter Forty-Seven: Niche Runway.

A Community of Virtual Pilots

Introduction

The Power of Niching

Building Trust in a Sceptical Market

Leveraging Social Media and Influencers

The Role of Community Engagement

Lessons in Marketing and Brand Building

Conclusion

Chapter Forty-Eight: Franchise Development.

Customers Walk Away Smiling

Introduction

The Genesis of Foot Solutions

Embracing Technology for Better Solutions

Building a Global Franchise

The Importance of a Robust System

Differentiation and Barriers to Entry

Marketing and Brand Building

Lessons from Mistakes

Conclusion

Chapter Forty-Nine: Entrepreneur Mindset.

Don’t Worry About the Nos, Only the Yes Matters

Introduction

A Desire to Help

Leveraging Authorship for Career Advancement

From Career to Entrepreneur

The Role of AI in Marketing

Effective Marketing Strategies

Booking Her Handles on Social Media

Overcoming Challenges

Learning from Mistakes

Conclusion

Chapter Fifty: Revitalising a Legacy Brand.

The Mission of a Business Leader with a Vision

Introduction

A Legacy Reimagined

Listening as a Leadership Strategy

Building a Foundation for Change

The Power of Authenticity

Engaging a New Generation

Embracing Digital Transformation

Lessons in Patience and Vision

Conclusion

Contributors (in order of appearance)

Resources

Books

Podcasts

Ten Take Aways

About the Author

Index

End User License Agreement

Guide

Cover

Table of Contents

Title Page

Copyright

Dedication

Foreword by Brad Sugars

Acknowledgements

Introduction

Begin Reading

Contributors (in order of appearance)

Resources

Ten Take Aways

About the Author

Index

END USER LICENSE AGREEMENT

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THE UNNOTICED ENTREPRENEUR

 

HOW ENTREPRENEURS CAN LEVERAGE THEIR AUTHENTICITY TO BUILD BRANDS

 

JIM JAMES

 

 

 

 

 

This edition first published 2025

Copyright © 2025 by Jim James.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by law. Advice on how to obtain permission to reuse material from this title is available at http://www.wiley.com/go/permissions.

The right of Jim James to be identified as the author of this work has been asserted in accordance with law.

Registered Office(s)John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, USAJohn Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, UK

For details of our global editorial offices, customer services, and more information about Wiley products visit us at www.wiley.com.

Wiley also publishes its books in a variety of electronic formats and by print-on-demand. Some content that appears in standard print versions of this book may not be available in other formats.

Trademarks: Wiley and the Wiley logo are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the United States and other countries and may not be used without written permission. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc. is not associated with any product or vendor mentioned in this book.

Limit of Liability/Disclaimer of Warranty

While the publisher and authors have used their best efforts in preparing this work, they make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives, written sales materials or promotional statements for this work. This work is sold with the understanding that the publisher is not engaged in rendering professional services. The advice and strategies contained herein may not be suitable for your situation. You should consult with a specialist where appropriate. The fact that an organization, website, or product is referred to in this work as a citation and/or potential source of further information does not mean that the publisher and authors endorse the information or services the organization, website, or product may provide or recommendations it may make. Further, readers should be aware that websites listed in this work may have changed or disappeared between when this work was written and when it is read. Neither the publisher nor authors shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

Library of Congress Cataloging-in-Publication Data Is Available:

ISBN 9781394195756 (Paperback)ISBN 9780857089793 (ePDF)ISBN 9780857089786 (ePub)ISBN 9781907312731 (oBook)

Cover Design: WileyCover Image: © Artishok/Shutterstock

 

 

 

 

 

This book is dedicated to my family.

To my steadfast wife, Erika, who has covered for me when I have been closed away in my office.

To my amazing daughters, Amity and Halo, who humoured me each morning on the school run as I shared my updates.

To Binkie, my beagle, who patiently waited for walkies.

Foreword by Brad Sugars

Without customers, you don’t have a business; without a company, you’ll have to work for someone else.

I knew from a young age that I wanted to be my own boss, make my own money, and have control over my life.

Having started ActionCOACH in Australia in 1993, we’ve grown the business coaching brand to have a presence in over 80 countries. We have thousands of coaches and franchise partners worldwide helping hundreds of thousands of business owners every day.

The hardest part for most of our clients is bringing in new revenue for their business.

I’ve been there, and I’ve successfully crossed the desert of no leads and no sales.

In the early years, before the internet and all the wonders of technology, I went on the road, hosting over 200 events a year. It was hard work, but I was in front of potential customers and constantly learned what they wanted.

I realised that I needed to get noticed more than I could by just doing in-person events. I collaborated with newspaper groups and radio stations, and in those first two years, a newspaper group in Australia put me in front of 288,000 business owners.

Partnerships are still a cornerstone of my brand-building strategy and should be a part of yours.

However, technology has also made being everywhere at once and personalization at scale simple, quick, cost-effective, and straightforward for even the least tech-savvy entrepreneur.

Technology is also making it possible to share experiences and learn from other entrepreneurs who solve the same mundane but essential marketing problems. From my studio in Las Vegas, I’m leveraging podcasting to share my messages about business growth, wealth, and leaving a lasting legacy.

When Jim interviewed me for The UnNoticed Entrepreneur podcast, he didn’t ask me about what ActionCOACH does, but rather how I’ve built a global brand from scratch, without any outside investors. He wanted to know about my approach in the early days of “lumpy marketing” and the concepts in my latest book, Raise your Hand Marketing.

You see Jim’s on a mission to discover and to share how entrepreneurs can build a brand without a big budget or expensive agencies to help.

I’m one of over 450 entrepreneurs who have shared their stories on his podcast and one of 50 selected for the third volume of the book series. He’s uncorked his own bottle of “lumpy marketing” with me by sending me an almanack on Rum, which led to me writing this Foreword.

So, if this isn’t a course, why am I recommending it to you? I’m a coach, after all!

Because we all need mentors to inspire us, coaches to instruct us, and peers to inform us.

This book is like having 50 private mastermind sessions with your peers. In the time it takes you to drink your morning coffee or afternoon tea, or have a nice glass of Rum, you’ll learn how to solve a problem quickly and probably for free.

We both know that being an entrepreneur is not easy but learning from those who have gone before you becomes much easier than doing it alone.

Welcome to the unnoticed entrepreneur.

Brad SugarsFounderActionCOACHLas Vegas, NVUSA

Acknowledgements

Any author will tell you that their book is only possible due to the support and contribution of others.

In a way this is the most stressful part, because to leave anyone out would be the greatest mistake.

To my publishers at Capstone, a Wiley imprint, I am so grateful that you have taken an interest in The UnNoticed Entrepreneur series. To Annie Knight in the UK for first reaching out. To Susan Cerra in New York for ensuring that the books make it through production. To Alice Hadaway for her support on publicity, and Nick Mannion as he shepherds the books to stores. To the editors and proof checkers at Wiley – Premkumar Narayanan, Rathi Aravind, Aravind Kannankara, and their assistants who have tirelessly reviewed and corrected my mistakes – I am deeply grateful. Your efforts cover the cracks in my authorship.

To Brad Sugars, Founder of ActionCOACH, who agreed to contribute the Foreword. As an entrepreneur who has accomplished so much, I am grateful that he would be a guest on my podcast, invite me to be a guest on his show, and then also share his own thoughts on the importance of getting noticed at the front of this book.

To Jamie Smart, respected author and coach on the subject of clarity. A fellow Wiley author, Jamie kindly took my call on a Sunday morning to talk through the importance of his area of expertise to entrepreneurs. I hope that I didn’t ruin his vacation too much! I am grateful that he contributed a piece for readers on the direct connection between clarity, purpose, and business growth.

To the 50 entrepreneurs who have all shared their stories with me on the podcast. They no doubt thought that they had seen the last of me when we posted their episode. I hope that they find the chapters faithfully reflect our conversation and do them justice for the amazing entrepreneurs that they are.

To my father, Professor Louis James. My sage mentor. On one occasion, our call was interrupted by a magazine in Boston, requesting to write a multi-page article about his life work as a pioneering academic and scholar spanning Dickensian, Caribbean, and African literature. At the tender age of 90, he can still type more quickly than I ever would dream of and has the mental acuity that makes a dullard of AI.

To my sister, Dr. Shelley James. For rather annoyingly holding me to account, in a way that only siblings can. Without her, this book would have been much less work and much less of a work worth reading. We all need people who believe in us and ensure that we reach inside to be the best version of ourselves.

I want to thank you, the reader. An author’s work is not complete until someone has purchased and engaged with the book. Your purchase validates the existence of this book. I interview entrepreneurs and curate their views for you. Having this book in your hands makes all my efforts worthwhile. I hope you find as much value in reading it as I have found in writing it.

And then to my family – Erika, Amity, and Halo. They have gone unnoticed too often as I have been away in the office trying to gather all the strands of this book together. Thanks to them for their patience and for being there with their smiles and laughter when I emerge from my study. You make all this worthwhile.

Introduction

Imagine,

If the iPhone had never been noticed, there would be no sleek touchscreens, no app revolution, and no seamless integration of phone, music, and internet in our pockets.

Imagine,

If Elon Musk’s Tesla had remained just another ambitious project, it would never have gained the traction to disrupt the automotive industry with electric cars.

Imagine,

Just how dirty the world would be if James Dyson’s bagless vacuum cleaners had gone unnoticed.

Imagine,

How many brilliant ideas are lost to obscurity simply because the founder needs to learn how to get the word out into the market.

Every day, countless innovations and solutions go undiscovered, not because they lack potential but because they never catch the public’s eye.

Including possibly yours :(

Publicity isn’t just about fame; it’s about survival and success.

The need for recognition is as old as innovation itself. Take Thomas Edison, for example. His invention of the light bulb wasn’t just a stroke of genius; it was a masterclass in publicity. Edison didn’t just invent the light bulb; he famously held a large public demonstration of his electric lighting system in 1879 at his Menlo Park, New Jersey laboratory.

In more recent history, Richard Branson’s Virgin Group showcases the power of publicity. Through savvy media engagement and high-profile stunts, Branson turned Virgin from a small mail-order record retailer into a global conglomerate. His ability to capture the public’s attention has been as crucial as his business acumen.

But what if these leaders hadn’t mastered the art of getting noticed? Imagine if the iPhone launch had been a quiet affair, barely mentioned in the press. Would it have revolutionised the tech industry and our daily lives? What if Tesla’s sleek, fast electric cars had remained a niche product for the eco-conscious elite, never gaining the widespread attention needed to transform the automotive landscape?

My question to you is, what will happen if you go unnoticed?

How will the world miss out?

Because you, and entrepreneurs like you, are the change makers that the world needs.

And because only some know how to get noticed for free, I’ve written this book. Inside are the stories of 50 entrepreneurs drawn from diverse industries and countries who have learnt how to build their brands to build a business. They all came onto my podcast and entrusted me with their stories, which I am privileged to share.

This book is my contribution to your effort to make that difference for good.

Approach

Inspired by Mason Currey’s advice to Tim Ferris,1 I’ve tried to retain the voices of my guests even through transcription and editing. My goal is for you to feel as though you are listening to them speaking to you directly. My role is as a facilitator, not a translator.

Quick Decisions

I created ten hashtags above each article to help you decide quickly if it interests you. These include, for example, #Entrepreneurship, #BrandBuilding, #MarketingStrategies, etc.

Quick Read

You can read an article in about 10 minutes. They can be read separately or in sequence.

Each chapter consists of two items:

– The Article: A conversation with the entrepreneur.

– Quick Response Code: Scan the code; the original podcast episode will play on your phone.

Common Themes

Reading these pages, you’ll find themes that will resonate with your own experience as an entrepreneur:

– Clarity of Purpose: Knowing why you’re in business and what you aim to achieve.

– Authenticity: Being genuine and transparent in your interactions.

– Building a Community: Engaging with people who support and amplify your vision.

– Getting in Front of People: Finding ways to make your presence known.

– Listening to Feedback: Valuing and acting on input from others.

– Sharing Knowledge Generously: Helping others grow and succeed.

– Personalisation at Scale: Making individualised connections with a broad audience.

– Leveraging Technology: Using tools and platforms to enhance your business.

Each entrepreneur’s path to success is unique, reinforcing that there’s no one-size-fits-all formula. Some seek the spotlight, while others avoid it, each finding their way to be noticed.

Take Aways

In the book’s final section, I created a list of Ten Take Aways that could be used as a checklist in your own business. There is also a reference to a downloadable file with a comprehensive list of actionable insights, as including them in the printed book made this closer to an encyclopedia than an easy-to-read collection of essays.

Resources

At the end of the book, you will find:

– Key Take Aways: Ten of the recurring themes from all the interviews.

– Directory of Contributors: Contact information for the featured entrepreneurs.

– Tech Stack: Tools mentioned in the book.

– Bibliography: A list of recommended books and podcasts.

The Role of Artificial Intelligence

AI excelled at organising information and extracting insights, but without some human intervention, you would find that every interviewee “hails from a bustling hub of entrepreneurial activity …”.

Full disclosure: where the AI wrote copy that captures the essence of the transcript, I have used it instead of trying to rewrite it. I also wanted to keep a consistent format, even where it didn’t exist during the interview, so I used AI to help me retain structure.

As much as I have tried to rectify the AI’s errors, any errors and omissions are entirely my fault. Learning how to work with AI has been part of the experience of writing this book.

Finally, this is not just about “spin”.

Publicity, or spin, is often associated with negative connotations. However, entrepreneurs and their companies need to be noticed to exist, and the same is true of individuals.

Recognition is a fundamental human need, rooted in the Greek concept of “Thymōs”, or spiritedness. Francis Fukuyama’s The End of History and the Last Man explores the concepts of “isothymia” (the need to be seen as equal) and “megalothymia” (the need to be seen as superior).

Of course, business is a competition; isothermic is not enough. To win, we have to attain megalothymia; to be seen as superior by the market.