更新时间：2019-01-03 11:12:30
Cover
Copyright
Letter from the Editor of the Social Venture Network Series
Preface
Kevin Lynch’s Story
Julius Walls Jr.’s Story
Acknowledgments
From Both of Us
From Kevin Lynch
From Julius Walls
Introduction The Most Successful Business on Earth
The Power of Business
Business for the Common Good
The Practitioners
1 The ten paradoxes of social enterprise
■ PRACTITIONER’S TIP You must get better to get bigger to do more.
■ THE PRACTITIONER’S FORMULA Do all the right things a traditional business does avoid the social enterprise traps and grab the points of leverage that are available only to you.
What’s on Your Mind?
Take Every Word of This with a Grain of Salt
■ PRACTITIONER’S TIP Survive long enough to get lucky.
■ PRACTITIONER’S TIP Be prepared to operate at the rate of rapidly accelerating change that every business is faced with—squared!
Putting Yourself out of Business
2 Doing good versus doing well BALANCING IMPACT AND PROFIT
■ UNLOCKING THE FIRST PARADOX On balance Mission Versus Margin is not an either-or.
Guiding Principles
■ PRACTITIONER’S TIP Create a set of guiding principles.
Practicalities Beyond Principles
■ PRACTITIONER’S TIP Most daily decisions aren’t made in perfect mission-margin balance. They will tip in one direction.
Mission Leverage
■ PRACTITIONER’S TIP Leverage mission and margin to gain a key competitive advantage.
3 Form versus function CHOOSING THE RIGHT STRUCTURE
■ UNLOCKING THE SECOND PARADOX If the common good is your function then your choice of form is merely a strategy.
Why Form Matters
Form Function and Finance
■ PRACTITIONER’S TIP All things being equal (and they usually are not!) choose the form that finances growth.
The Final Implication of Form
■ PRACTITIONER’S TIP Whether an enterprise is for-profit or nonprofit in form “not profitable” is never an option.
4 Planning versus practice WORKING WITH DISCIPLINE
■ UNLOCKING THE THIRD PARADOX Plan well. Adjust better.
Planning Well
Executive Summary
Background
Products or Services
Operations
Market
Strategy
Management
Financial Information
Summary
Adjusting Better
■ PRACTITIONER’S TIP Have a big vision and small plans; coordinate; inform; learn; depart don’t drift; and roll.
Have a Big Vision and Small Plans
Coordinate
Inform
Learn
Depart Don’t Drift
Roll
■ PRACTITIONER’S TIP Do the next right thing.
5 Debits versus credits CREATING FINANCIAL HEALTH
■ UNLOCKING THE FOURTH PARADOX Continuously develop your financial literacy.
Counting Money
■ PRACTITIONER’S TIP Debits and credits define cause and effect.
The Money Model
■ PRACTITIONER’S TIP Ask yourself What are my three key dynamics?
Having Money ≠ Making Money
■ PRACTITIONER’S TIP Learn the simple tricks of cash management.
Making Money ≠ Making Sales
■ PRACTITIONER’S TIP Develop cost accounting practices that include the cost of the mission.
Spending Money
■ PRACTITIONER’S TIP Have a frugal mind-set not a poverty mind-set.
Talking About Money
■ PRACTITIONER’S TIP The enterprise must demonstrate an institutional grasp of money.
Watching the Money
■ PRACTITIONER’S TIP Use a weekly dashboard of key numbers.
■ THE PRACTITIONER’S CASH-ON-HAND CALCULATION Starting cash + expected collections - expected payments = Ending cash
Getting Good at Money
6 Do-gooders versus good doers HIRING THE BEST PEOPLE
■ UNLOCKING THE FIFTH PARADOX You can—and must!—win the battle for great people.
■ PRACTITIONER’S TIP Hire people who will push back!
Table Stakes
■ PRACTITIONER’S TIP Respect the value exchange at the heart of the employer-employee relationship.
■ PRACTITIONER’S TIP The value exchange must be fair consistent and competitive. But it needn’t top the market.
You Can Find Them
■ PRACTITIONER’S TIP The time is right to attract great people to social enterprise.
What a Deal You Have for Them
Aspiration
■ PRACTITIONER’S TIP Support aspiration by getting out of the way.
Say
■ PRACTITIONER’S TIP Create intentional forums in which say can be said.
Voice
■ PRACTITIONER’S TIP Don’t hog the fun. Give voice to all.
Ritual
■ PRACTITIONER’S TIP Visualize the common good through ritual.
A Fine Line
■ PRACTITIONER’S TIP Don’t settle for mere talent or experience. Go for multitool players.
7 Perception versus reality MARKETING ON HIGHER GROUND
■ UNLOCKING THE SIXTH PARADOX A product as good as the mission is your strongest competitive advantage.
More Than Cause Marketing
■ PRACTITIONER’S TIP Be careful about cause marketing.
Be Good
