PRAISE FOR BUSINESS IN BLUE JEANS “This is the best little “how-to” book for starting and running a small business I’ve come across. Don’t even think about going into business without it. And if you are already in business, this book is a must-read.” LARRY WINGET Television personality and five-time bestselling author, including the #1 bestseller: Shut Up, Stop Whining and Get A Life “Everything you need to start your own business is here! Susan delivers much more than the usual “how-to” stuff, instead guiding you to first build the mindset to achieve your dreams. How I wish I had Business in Blue Jeans when I started my own business ten years ago!” DAVID MEERMAN SCOTT Bestselling author of The New Rules of Marketing and PR, now in over 25 languages from Bulgarian to Vietnamese “Business in Blue Jeans is a strong book of advice for people seeking to find their own way to do business. It’s filled with bravery and a lot of opportunities to bring yourself up to a new level. Susan Baroncini-Moe has your homework right here. Get on it.” CHRIS BROGAN CEO and President of Human Business Works, Co-author of The Impact Equation “Susan shows you how to have a business and a life; what an amazingly refreshing concept.” JOHN JANTSCH Author of Duct Tape Marketing and The Commitment Engine “Business in Blue Jeans is a rich framework that will help you create and grow a successful business on your terms. A wonderful combination of actionable advice and insights, it will change how you think and how you approach business.” JOHN MICHAEL MORGAN Author of Brand Against the Machine “In Business in Blue Jeans, Susan delivers an entire college education on entrepreneurship. You’ll have homework, but you won’t have to sit through classes and boring lectures.” BRIAN HALLIGAN HUBSPOT CEO “Some people think that if you want to create a business around your life, it is because you’re lazy and want to get rich quick. What the masters know is that creating a business around your life actually takes a lot of hard work and dedication. Business in Blue Jeans helps you define this path and creates a roadmap for the journey. Sure, you get to wear blue jeans, but you’re going to get them all worn in by putting your passion into a business that matters. Business in Blue Jeans is both a practical and powerful read for those looking to create the life they were meant to lead.” MITCH JOEL President of Twist Image Author, Blogger, Podcaster, Six Pixels of Separation “Business in Blue Jeans is real, relevant, and revolutionary. Real, because Susan has an amazing ability to get right to the core of the matter; relevant, because it’s full of real-world examples and practical tips that are immediately applicable to any business; and revolutionary, because I guarantee it will permanently change your approach to running and growing a successful business.” BEN COPE Internet Genius and Web Developer “New and existing businesses—you need this book. A thorough, complete how- to guide, this should serve as the textbook for branding. Perfectly penned; Baroncini-Moe aced this.” CHRIS REIMER Author of the upcoming book, The Impossible Contract “Susan Baroncini-Moe was made to write this book. She was made to help others to take their business to new levels, but do that in a way that’s true to themselves.” themselves.” There are way too many people who spend their lives building businesses that aren’t true to who they are. So they wind up having a “business midlife crisis” because as their business grows, they like it less and less. Susan will help you to build a business around your own strengths, talents, and passions, so as it grows you’ll love it more and more. In fact, Susan Baroncini-Moe will help you to grow a business that will fit like your favorite pair of blue jeans.” MITCH MATTHEWS Co-founder, The BIG Dream Gathering mitchmatthews.com “I thought I knew the basics of being a small business owner and I needed some advanced tactics to grow my business. Wow! I thought wrong! Susan Baroncini- Moe’s Business in Blue Jeans takes the basics of small business and takes them to a whole new level, with insights to take my business to a whole new level. Jam-packed with proven usable insights, this book will fast become a staple of small business owners everywhere!” PHIL GERBYSHAK Chief Connections Officer, Milwaukee Social Media Author of 4 books and more than 2,500 articles focused on small business tips and tricks “Having worked with Susan, I can tell you that Business in Blue Jeans is just like sitting down in person with Susan and her wealth of knowledge. Her words will encourage you, teach you, lead you, and even make you laugh out loud. I felt bigger and bolder and ready to tackle my business with new zeal by the time I was only a few pages in. Whether you’re thinking about starting a business or are already well down the path of CEO-dom, you will benefit from reading and applying the lessons in this book.” STEPHANIE HINDERER CEO, Red Letter Paper Company “Business in Blue Jeans is a great book both for newbies and those who are established. Susan delivers no-nonsense advice and humor in a very conversational tone like she’s talking to a friend.” MIKE STENGER Social Media Specialist With expert guidance from Susan Baroncini-Moe and her thought-provoking exercises, I moved through a lot of “brain junk” like self-doubt, fear of failure, and self judgment. I was able to finally begin paying attention to my own voice and discover my true ideas about the kind of career and lifestyle I want. Best of all, with Susan’s help, I’m on a path to create a viable business doing what I love, and I’ve never been more excited about my future! If you’ve ever wanted to do more, be more, or create more, Business in Blue Jeans will help you do it.” BRANDE PLOTNICK Tomato Envy “As a business owner and coach, I have watched entrepreneurs trip over the fallacy of complexity. The more complex something is, the more value we believe it must hold. We wrongly assign value to something relative to its complexity when it is the simplest principles—in business and in life—that are always the most valuable. In this book, Susan has removed the complexity and mythology from entrepreneurship and laid out a series of sound and practical principles and exercises to lead you through the creation or reinvention of your company. But be forewarned! Just because the principles and exercises contained in this book are simple, by no means are they easy. Entrepreneurship is like giving birth and going to war at the same time. You will labor intensely as you take your idea from concept to reality and then you will wage a daily battle against yourself, your competitors, and the economy at large just to keep your dream alive. We all need people to fight alongside of us, encourage us, and guide us through the many business battles we will face. Through this book, Susan can do just that. She has labored and fought to bring you these business truths. The result is a book that, should you submit to it, will act as a guide to you as you create a business that fits your wants, needs, and desires—just like your favorite pair of blue jeans. Summon the courage to dive into this book with all you have and, above all, execute on the ideas laid out.” TRAVIS ROBERTSON CEO, The Don’t Settle Group travisrobertson.com “Now and then you discover a book that has you smiling before you are a full chapter in, and then you realize that you have mentally added it to your client holiday gift-giving list because they must have a copy. This engaging and inspiring book delivers a potent message about life and business and business and life that will have you raring to craft the best entrepreneurial life that you can possibly envision.” DENISE GRIFFITTS Web Developer, VA/OBM “I don’t want to spoil your illusions, but I must dispel two rumors about doing business in your blue jeans: “It’s not as easy as you think.” “It’s not as much fun as you think.” After you read the words of Ms. Baroncini-Moe, you’ll see that these are the rumors and what she writes is the truth. Jeans-clad for nearly 60 years, I know her truth to be the one you can take to the bank.” JAY CONRAD LEVINSON The Father of Guerrilla Marketing Author of the “Guerrilla Marketing” book series “Susan’s book, Business in Blue Jeans, is a valuable resource to anyone trying to get ahead in business without losing their head. It teaches us that we can be who we are to become who we are.” AMBER OSBORNE a.k.a. “Miss Destructo” “Susan demonstrates in this book that you can build a business around the lifestyle you want. Business in Blue Jeans provides actionable lessons on everything from mindset to marketing to give the start-up entrepreneur the very best chances of success.” JAMES REYNOLDS SEO, Sherpa.com “Business in Blue Jeans is a thoughtful, comprehensive guide for anyone who wants to create professional success. Regardless of what you prefer to wear (I go from yoga pants to business suits from one day to the next!), it’s about your mindset and what you must do so you’re poised to achieve your dreams. Highly recommended!” FELICIA J. SLATTERY M.A., M.Ad.Ed., Bestselling author of 21 Ways to Make Money Speaking and Kill the Elevator Speech: Stop Selling, Start Connecting “This book will make you forget any conventional thoughts about entrepreneurship. A fascinating process that starts by working on your most essential asset—yourself. This is how small businesses are created today.” FRANCISCO ROSALES SocialMouths.com BUSINESS in BLUE JEANS How to Have a Successful Business on Your Own Terms, in Your Own Style Susan Baroncini-Moe © Copyright 2013–Susan Baroncini-Moe All rights reserved. This book is protected by the copyright laws of the United States of America. This book may not be copied or reprinted for commercial gain or profit. The use of short quotations or occasional page copying for personal or group study is permitted and encouraged. Permission will be granted upon request. Sound Wisdom 167 Walnut Bottom Road Shippensburg, PA 17257 This book and all other Sound Wisdom books are available at bookstores and distributors worldwide. ISBN 13 TP: 978-1-937879-22-8 ISBN 13 Ebook: 978-1-937879-21-1 For Worldwide Distribution, Printed in the U.S.A. 1 2 3 4 5 6 7 8 / 17 16 15 14 13 To Leo, who teaches me about life and love every day, and who reminds me to believe. CONTENTS PREFACE INTRODUCTION You Are Not Alone There Is No “Get Rich Quick” in Business It’s Never Too Late It Doesn’t Matter Where You Are Right Now “Wait…business fundamentals? Pfft! I need advanced help!” My Style, My Way vs. Your Style, Your Way What You Can Expect BRAIN JUNK The One Factor I Can’t Account For Don’t Skip This Stuff! “Grasshopper Mode” The Mindset Factor What’s Wrong With Being a Dreamer? What Comes Next The Voices in Your Head Replacing Negative Thoughts Other Tools and Strategies Creating the Success Mindset Planning Your “Whys” Authenticity and Your Real Story