Ice to the Eskimos: how to market a product nobody wants

1. Jump-Starting out of Hell

2. Ulysses, You, and Me

3. The Quick Fix Silver Bullet

4. Ah So Desu (It is so, it is so.)

5. New Customers from Heaven

6. Paying Bonuses for Mistakes

7. Innovate, Innovate, Innovate, and When You're Tired, Innovate Some More

8. Creating Your Own Terrorist Group for Innovation

9. The Jump-Start Golden Rule

10. You Can't Jump-Start from an Ivory Tower

11. Marketing to a Segment of One

12. Cheap Is Good, but Free Is Better

13. I'll Be Your Friend for Another Year

14. The Secret Weapon

15. An Offer They Can't Refuse

16. 1,000 Widow Ladies

17. Choose Which Customer to Dump

18. When Will You Stop?

19. Is it Fun?

20. Afterword.