Balls!
Chapter One
Rule 1-B is for Brave
Brave. That is where it all starts. In
business, you have to be brave to even
seriously think about starting a new
venture. You have to be brave to tell
someone about it. You have to be
brave to get someone to buy into it.
You have to be brave to quit your
nine-to-five job and strike out on your own. To win the
game, you first must be brave enough to play it.
The Man in the Hawaiian Shirt
You would never confuse Lonnie Benson with Indiana
Jones or any other action hero. But I consider him one of
the bravest guys I've ever met.
Lonnie is the founder of Who's Calling. Yes, he's the
guy who lets me spend a lot of money on blue
rubber balls. Guided by Lonnie's vision, Who's
Calling has shot from $300,000 to $60 million
in annual revenues in just a few short years.
To his credit, Lonnie doesn't act the part
of a wealthy entrepreneur. If you run into
Lonnie in downtown Seattle, he's likely to be
wearing shorts, sandals, and a funky Hawaiian shirt. He
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