Billion Dollar Secrets x-rays the twelve money machines behind companies like Costco, Visa, McDonald's and Amazon, then shows you how to run the same machines at your own scale.
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McDonald's collects rent. Visa never lends a cent. Starbucks holds well over a billion dollars of its customers' money and pays no interest on it. The thing a company sells and the way it makes money are often two different things. This book is about the second one, and how to use it.
Five questions that reveal how any business really makes money, the seven numbers that decide whether it lives or dies, and the seven ways companies keep competitors out.
One chapter per profit engine: the surface story, where the cash really comes from, why it works, and how a business with no investors can use it.
Pick your machine, build an offer people want, get in front of buyers, think like the best operators, and follow a week-by-week 90-day plan.
Every machine chapter has a section called "Steal it": the small-business version you can start this month.
The opening of the introduction, word for word.
Costco has sold a hot dog and a soda for $1.50 since 1985. Through four decades of inflation, rising wages and rising beef prices, the price never moved. When a new chief executive reportedly suggested raising it, co-founder Jim Sinegal's answer has become business folklore: "If you raise the effing hot dog, I will kill you."
Most people hear that story and think it's about loyalty, or stubbornness, or marketing. It's about something simpler. Costco doesn't make its money on hot dogs. It barely makes money on anything it sells. The groceries, the televisions, the 48-roll packs of toilet paper are priced so close to cost that they work more like advertising than products. The real money comes from a plastic card in your wallet that you paid $65 for before you bought a single thing.
Once you see that, you can't unsee it. And once you start looking, you find the same pattern everywhere:
The thing a company sells and the way a company makes money are often two completely different things. Most people only ever see the first one. They see the product, the logo, the ad. The people who build fortunes study the second one: where the cash actually comes from, how often it comes, what it costs, and what stops it from going somewhere else.
That's what this book is about.
Part Three includes the fifteen mental models the best operators and investors use to make decisions, each with a plain example and a question to ask yourself.
A 117-page PDF, designed for reading on a phone, tablet or computer, or for printing. It includes worksheets, a unit economics cheat sheet and a glossary.
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No. Every idea is explained from scratch with real examples, from global companies down to a laundromat and a dentist's office. If you already run a business, the "Steal it" sections and the 90-day plan are where you'll spend most of your time.
No. It's an educational book about how businesses make money. It doesn't recommend buying or selling any security, and it doesn't promise any income.
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Twelve money machines, a field guide of twelve more businesses, fifteen frameworks and a 90-day plan. One price, instant download.
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