Introduction

 We designed this book to give you tools we hope you can use to improve your entrepreneurial performance. We have structured these rules following the entrepreneurial journey. You will find rules for recognizing opportunities, selecting markets for entry, making decisions, and developing plans and strategies. We have included rules for collaborating with important others, such as engaging with external stakeholders, working with cofounders, and managing employees. You will also find tools to grow your venture, ride the emotional rollercoaster of the entrepreneurial journey, and develop the social aspects of your venture. Finally, the book also includes rules for managing mistakes and failures and exiting your venture. We situate these simple rules in the entrepreneurial context. The entrepreneurial context is one of great complexity, dynamics, uncertainty, emotionality, time pressure, and consequential outcomes. We hope these simple rules help you.