The Winning Startup

By Stuart Lichtman

Sample Book Cover: The Winning Startup

In his insightful new book that looks at economic thinking about entrepreneurship in a new way, The Coming Prosperity, Philip Auerswald of the Kauffman Foundation points out that “Productive entrepreneurship is the animating element of the coming prosperity.

But to bring about this prosperity, it will take lots more successful entrepreneurs than the fraction of a percent of entrepreneurial naturals like Richard Branson and Sam Walton. These “entrepreneurial naturals” already had the Successful Entrepreneurial Personality that is required to become a highly successful entrepreneur before they even started their entrepreneurial journeys.

But what about the 99%+ of potential entrepreneurs who do not already have a Successful Entrepreneurial Personality?

So far, books on entrepreneurship and entrepreneurial trainings have only, in effect, addressed the “entrepreneurial naturals.” They incorrectly assume either that whatever personality a potential entrepreneur has will do the job, or they point out that you don’t have what it takes if you don’t fit their models.

While many entrepreneurial naturals have told me that they find great value in The Winning Startup, it is primarily directed at the other 99+% of potential entrepreneurs. If that is you, following what this book presents will very probably mean the difference between your entrepreneurial success or failure.

This book is absolutely unique in what it presents, starting with how to develop a Successful Entrepreneurial Personality.

Ask yourself:

  • Do you connect with people so that they instantly intuitively trust you?

  • Do you lead people in a way that causes them to enthusiastically follow you?

  • Do you persist to completion even when you encounter major challenges?

  • Are you rapidly aware of and able to take advantage of the opportunities and effectively handle the challenges that arise in your environment?

  • Do you consistently know whether someone is telling you the truth or not, whether the opinions they express are valid or not?

  • Are you lucky?

  • Do you consistently do everything that is required to achieve what you set out to accomplish, even if that involves doing seemingly impossible things?

  • Are you able to see both the optimistic and pessimistic sides of things without getting caught up in either?

  • Do you know you own strengths, even the ones that are so familiar that you take them for granted? Do you know your weaknesses?

These are the personality traits that characterize a highly successful entrepreneur. They comprise what I call a Successful Entrepreneurial Personality.

A Successful Entrepreneurial Personality is the bedrock of successful entrepreneurship. Without it, an entrepreneur’s chances of successfully putting into practice most of what even the best of the books and trainings on entrepreneurship preach is extremely low.

Very few people have all of these characteristics, and I am the only person in the world who knows how to quickly and easily develop them.

Because someone must have a Successful Entrepreneurial Personality in order to succeed as a winning entrepreneur, this book is the missing link for all of those who don’t.

In this book, I present four ways of developing a Successful Entrepreneurial Personality and describe in detail one way that is far easier and faster than the others.

The lack of a Successful Entrepreneurial Personality is the main reason most entrepreneurs fail. But there are many other reasons that I describe in this book. What is very different about my approach is that I provide unique “fixes” for all of those pitfalls.

For example, first-time entrepreneurs almost never know the territory of building a successful entrepreneurial venture within their chosen market.

In this book, I show a unique and very effective way of gathering and integrating the wisdom of relevant experienced entrepreneurs into a roadmap that makes our reader much smarter fast, showing them what is absolutely required to achieve success and what they absolutely must avoid to avoid failing.

This roadmap radically levels the playing field for the first-time entrepreneur.

Another common pitfall into which many first-time entrepreneurs fall is trying to sell products or services that too few people want, trying to sell them to people who just won’t buy, or trying to sell them in ways that just don’t work.

In this book, I show our reader a completely unique way of converting their intuitive knowledge of people that they have gathered throughout their life, into a precise and powerful market-analysis tool. This process is ideal for a first-time entrepreneur because it costs nothing and is far, far more effective than highly expensive professional market research.

The process, which I call “Clustering Market Analysis,” clearly and concretely shows our reader who will and will not actually buy their product or service, how to home in on potential buyers, and the features that these high probability prospective customers most value.

What is more, I show our reader how to develop highly effective selling approaches.

    These are personalized versions of the techniques that I used to train sales forces to multiply their sales by two to eight times within the space of a year. They are both intuitively easy to grasp and extremely effective.

    For example, most professional sales people spend 60% to 70% of their time trying to sell to people who will never buy. Cut those out and sales productivity usually doubles or triples. Many sales people stress features that the sales prospect doesn’t value. Focusing on the ones they do value sharply increases sales. Asking for the order at the earliest relevant point meaningfully increases the sales rate. These are only a few of the things that I cover.

A third common entrepreneurial pitfall is that the entrepreneurs pick the wrong people with which to surround themselves, expecting these people to have skills and attitudes that they don’t have.

In this book, I show the reader how to specify and assemble a venture team, a team of winners who will enthusiastically follow the entrepreneur to success… and how to extremely rapidly get them up to speed.

    One of the factors I address that has led to the demise of countless ventures is what I call “The Entrepreneur’s Disease”: the tendency to unconsciously assume that everyone else has the entrepreneur’s key unrecognized skills, the skills that are typically his or her strongest ones. And when everyone else proves to not have these skills, what the entrepreneur expects them to accomplish just doesn’t get done.

    Another factor is that time is in short supply in an entrepreneurial venture. In part, I address that by my unique process that I call “The Negotiated Job Agreement,” which very rapidly tells the entrepreneur whether an applicant has what it takes to successfully perform the job and rapidly brings the winning candidate up to speed.

These are only a very few of the many unique insights and detailed processes in The Winning Startup that will lead the reader to entrepreneurial success.

You will not see these processes anywhere else because I have invented all of them during my over fifty years of consulting, training, entrepreneuring, mentoring entrepreneurs, training entrepreneurs and building and running entrepreneurial ventures for Venture Capitalists, major corporations and myself.

This book is the very first time I have exposed them to public view other than in my $6,000 to $25,000 on-line trainings and my $50,000 to $100,000 per day live coaching.

I am the only person who could have written this book because it is based on a tremendous amount of invention, concrete experiences, venturing, coaching, training and research that only I have.

For example:

  • I have been an entrepreneur since shortly after graduating from M.I.T. in 1961. I have run (both directly and indirectly) and often started over 100 entrepreneurial ventures on behalf of Fortune 500′s, Venture Capitalists, Angel Investors, and myself.

  • I invented and have extensively developed and applied Cybernetic Transposition, my unique process of consciously managing one’s unconscious mind in ways that empower the user to consistently achieve seemingly impossible results.

  • I have trained the CEO’s and/or top managements of numerous Fortune 500′s and entrepreneurial ventures in Cybernetic Transposition, which resulted in major improvements.

      For example, under my guidance, using Cybernetic Transposition and my Shared-Vision Leadership Process (see below), Telia, the Swedish national telephone company, digitized the country’s entire telephone network in only 2 years versus an optimistic estimate of 5 years. Also, in a similar fashion, Volvo rapidly healed a 20 years conflict between its automotive production and spare parts divisions under my guidance.
  • I have guided and mentored 14 “can’t win” minority entrepreneurial ventures from startup to success on behalf of the U.S. Department of Commerce, working in areas such as “Fort Apache” South Bronx, Roanoke, VA, and Espanola, NM, among others.

      For example, I assisted in starting and developing an entrepreneurial venture in Roanoke with a workforce of never-previously-employed single welfare mothers and a manager who had previously run a gas station. The venture made very complex electrical wiring harnesses for jet engines and long-haul trucks. It reached breakeven in 9 months, self-sufficiency in 15, and won two awards as Best Supplier from Fortune 500 customers based on its product quality. Also, in the Fort Apache section of the South Bronx, I converted several destructive entrepreneurs (drug dealers) into productive entrepreneurs (successfully running and building existing ventures purchased from their aging Jewish original entrepreneurs).
  • I invented and extensively applied my Arintel artificial intelligence data analysis system to market and organizational research on behalf of governments, Fortune 500′s, and entrepreneurial ventures.

      For example, on behalf of President Carter, working under a sole-source contract, I applied Arintel to tripling the exports of the entire U.S. shoe manufacturing industry in 18 months. Also, on behalf of the U.S. Small Business Administration, I used it to map the performance of its 66 District Offices and their many thousands of entrepreneurial clients in a way that led to reorganization of the agency. And on behalf of Vista Ventures (Standard Oil of Ohio), I determined the most effective application of and market for a entirely new magnetic recording technology implemented by its Ferix venture (which I was running as hired-gun CEO).


  • I have mentored over 500 now successful entrepreneurs.

  • I have studied over 250 of them who weren’t successful.

  • I have started and/or run over 100 successful entrepreneurial ventures for Venture Capitalists and other investors, as well as for myself.

  • On behalf of the U.S. Small Business Administration, I studied all of their several thousand entrepreneurial clients over a seven-year period. I conducted two hour interviews with over 1,000 of these entrepreneurs, and, using my Arintel Artificial Intelligence system, I developed models that predicted future success at from 92% to 99% accuracy.

  • On behalf of the U.S. Commerce Department, I studied the determinants of success or failure of about 1,650 entrepreneurs in three industries.

  • To validate my model of the Successful Entrepreneurial Personality for this book, I interviewed dozens of highly successful entrepreneurs covering a wide range of markets, with ventures ranging from very small to very large.

    If you would like a free look at The Winning Startup, click here to subscribe to this Blog and receive the Introduction and Chapter One.

  • The Winning Startup – (Intro)
  • The Winning Startup – (Chapter 1)

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