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Leading the way is Maxine Clark, the company's founder, Chairman, and Chief Executive Bear. Clark is widely recognized as one of the nation's leading and most creative entrepreneurs. In The Bear Necessities of Business, she reveals how she built this amazing global business from the ground up, while arming you with the tools you need to start, run, and market your own company in today's tough competitive environment. While primarily drawing on real-life experiences from Build-A-Bear Workshop®, Clark also offers wisdom gained throughout her entire thirty-plus-year career, including less*** and examples from some of the other great companies that do so much right.

Straightforward and accessible, The Bear Necessities of Business is divided into seven parts, each built around an essential element that will allow you to stand apart from the crowd. The short, accessible chapters show you everything you need to:

Get your business started；

Become a great boss；

Connect with your customers ；

Add value to the overall experience ；

Eff ectively market your company ；

Plan for future growth ；

Give back to your customers, employees, and community ；

Best of all, these principles can be applied to any industry and are proven to work whether your target audience is children, teenagers, baby boomers, seniors, or any age in-between.

Introduction

PART ONE: GETTING STARTD

　Dream the Dream Supreme

　Let a Child Inspire You

　Do What You Love

　Beware of Conventional Wisdom

　Pour Your Heart Into It

　Envision the Core User

　Imagine Your Company from the Inside Out

　It’s All in the Details

　Develop Strong Partnerships

　Be Financially Secure

　Put Your Plans in Writing

　Make Investors Come to You

PART TWO: BEING A GREAT BOSS

　Show a Willingness to Do Any Job

　Seek and Find Those Who Share Your Passion

　Create a Fun Place to Work

　Celebrate Mistakes with a Red Pencil Award

　Respect Those Around You

　Empower Your Employees to Contribute

　Know What You Don’t Know

　Seek the Help of Outside Experts

　Keep Score

　Read, Act, and Share

PART THREE: CONNECTING WITH YOUR COMPUTER

　See Yourself Through the Public’s Eyes

　Learn from Your Customers

　Build an Advisory Board

　Bring Out the Child in Everyone

　Spending More Creates More Value

　Don’t Cater to All Audiences

　Ensure That Each Person Feels Special

　Answer Customer Letters

PART FOUR: CREATING AN INCREDIBLE EXPERIENCE

　Make First Impressi*** Last

　Turn Every Day into a Holiday

　Emulate the Five Pillars of Success

　Keep Inventory in Check

　Pay Attention to Packaging

　Offer an Escape from the Ordinary

PART FIVE: USING ESSENTIAL MARKETING STRATEGIES

　Be a Great Brand

　The Best Advertising Is Free

　Target Your Pitches

　Respond to the Media

　Advertise Smart

　Create Buzz

　Use the Web Wisely

　Embrace Viral Marketing

PART SIX: GROWING YOUR BUSINESS

　1 + 1 = 10

　Live in the Now and the Future

　Learn from the Experiences of Others

　Grow Without Compromise

　Be Prepared for the Unimaginable

　Innovate Incessantly

　Speak in All Languages

　Turn “No” into Your Own “Yes”

　The Harder You Work, the Luckier You Get

　Five Questi*** That Will Help Propel Your Business

PART SEVEN: GIVING BACK

　Good Works Are Good Business

　Begin in Your Own Backyard

　Share and Share Alike

Bearisms to Live and Work By

Acknowledgments

About the Authors

Index

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作者简介：

　　MAXINE CLARK is the founder, Chairman, and Chief Executive Bear of Build-A-Bear Workshop®. A ve***n of the retail industry, she has been widely recognized for her innovative work and is regularly featured in the media. Clark spent twenty years with The May Department Stores Company and later served as president of Payless ShoeSource, which she turned into the number one seller of children's licensed footwear in the world. Since 1997, Clark has focused her attention on Build-A-Bear Workshop, a retail store that lets customers create their own stuffed compani***. The first store opened in 1997, and there are¿now more than 200 locati*** around the world.