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Table of
Contents
Acknowledgments
i
Foreword
vii
by Dr. John
Rutledge,
Chairman,
Rutledge
Capital,
President,
Mundell
International
University of
Entrepreneurship
Business School,
Beijing
Introduction
xi
by David Clarke,
Sr. VP Case New
Holland
Preface
xv
PART ONE – The
Language of
Business
Chapter 1: A
Quick Diagnosis
Snapshot 1
The Balance
Sheet Formula;
Different Looks;
The
Fast Five
Balance Sheet
Chapter 2:
Understanding
the Operations
with the P&L
Statement 17
The P&L Formula;
The
Fast Five
P&L Statement
Chapter 3:
Introducing the
King 29
Operating Cash
Flow; The
Fast Five
Cash Flow
Statement
Chapter 4: Happy
New Year! Now
What? 43
Balance Sheet
Impacts; P&L
Impacts
PART TWO – The
Wall St. The
Wall Street
Selling
Methodology™
Chapter 5: The
Wall St. Selling
Methodology 59
Wall Street
Selling
Methodology™;
Sell Through
Chapter 6:
Roadmap to the
Information
Superhighway 71
US Securities &
Exchange
Commission;
Banking Industry
Sites; Not for
Profit Sites
Chapter 7:
Fundamental
Football with
the
Fast Five 83
Business Ratios;
The
Fast Five
Chapter 8:
Seeing Through
the Fog 111
Advanced
Definitions;
Goodwill;
Internal
Financial
Statements
Chapter 9: Deep
Dive for VALUE
133
Liquidity,
Operations;
Risk; Key
Metrics Analysis
PART
THREE–Profit
Strategies
Chapter 10:
Profit
Strategies 151
The Rule of 72;
Growth
Strategies;
Profit
Strategies;
Operating
Strategies
Chapter 11: How
to Learn Any
Industry in 30
Minutes or Less
189
Product
Lifecycle;
Operating
Environment;
Insurance
Industry;
Banking
Industry;
Automobile
Manufacturing;
Airline
Industry; Movie
Theatres;
Professional
Sports;
Free Labor –
Prison
Industries; The
Vatican
Chapter 12:
Let’s Look at
“Blue Chips” 229
Wal-Mart; Dell;
Microsoft; Exxon
Mobil; Business
& Society
Chapter 13:
Profits in the
Rear View Mirror
243
K Mart; American
Standard;
Morrison
Knudson;
Enron; Sunbeam;
Championship
Auto Racing;
Merck
PART FOUR–Value
Integration
Chapter 14: The
Ultimate
Scorecard–
Financial
Markets 263
The Stock
Market;
Understanding
the Financial
Press
Chapter 15: How
to Develop &
Deliver a Value
Proposition that
Works 273
What Executives
Are Like;
Getting Action
out of an
Executive;
How to Conduct
an Executive
Meeting; The
Value
Proposition
About the Author
295
Bibliography 297
Index 299
Index to Company
Examples 303
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