Foreword by Theo Paphitis. Introduction: Been there, done that, DOING IT NOW. 1. The smartest businesses will start this decade. 1.1 New world order: All the rules have changed. 1.2 It’s never been easier to get ahead. 1.3 Age of the individual. 1.4 Social media = business. 1.5 Why big really isn′t always better. 2. What smart businesses do. 2.1 Become the exception by being exceptional. 2.2 Stay ultra–lightweight and fl exible. 2.3 Put social media at the heart of everything. 2.4 Tell stories people want to hear. 2.5 Collaborate with other smart companies. 2.6 Worship the ground customers walk on. 2.7 Keep bottom–line a top priority. 2.8 Open in the right place, at the right time. 2.9 Make a big deal of the small things. 2.10 Keep it real and honest. 3. What smart people do. 3.1 Realise there’s only one Theo Paphitis. 3.2 Temper optimism with realism. 3.3 Stop making excuses and DO IT! 3.4 Build meaningful relationships. 3.5 Work hard, be nice. 3.6 Take calculated risks. 3.7 Kill negativity, nurture creativity. 3.8 Ditch the TV. 3.9 Make success personal. 3.10 Ask for help. 3.11 Work on the business, not in it. 3.12 Understand what people want. 4. How to build a smart business. 4.1 Know what you′re doing and why you′re doing it. 4.2 Remember ideas are cheap. 4.3 ID your business – make people care. 4.4 Know your customer inside–out. 4.5 Test, develop, test, develop, test ... . 4.6 Make sure the numbers add up. 4.7 Don’t assume it, prove it. 4.8 Write a business plan. 4.9 Realise you need cash – but you don’t need to roll in it. 4.10 Keep your friends and family. 4.11 Let the bank say ′yes′(they want to). 4.12 Look for a guardian angel (if you’re sure that you need one). 5. Work smart. 5.1 Focus on scary but attainable goals. 5.2 Don’t let cashflow kill you. 5.3 Drive profitability and productivity. 5.4 Relish the quick win. 5.5 Negotiate on a paperclip. 5.6 Embrace weaknesses. 5.7 Partner up to power on. 5.8 Deliver knock–out sales pitches. 5.9 Tweet your way to the big–time. 5.10 Don’t buy advertising. 5.11 Work your website harder. 6. Be smart. 6.1 Only do what you do best. 6.2 Don’t be a rock. 6.3 Build an A–team. 6.4 Share the vision, share the wealth. 6.5 Lead from the front. 6.6 DO sweat the small stuff. 6.7 Network your ass off. 6.8 Brand yourself. 6.9 Trust your instinct. About Smarta.com. Smarta Sponsors. Acknowledgements. Index.