But the vast majority of fast-growing companies never take any venture capital. So where does the money come from to startand grow their companies? From a much more agreeable and hospitable source, their customers. That’s exactly what Michael Dell, Bill Gates and Banana Republic’s Mel and Patricia Ziegler did to get their companies up and running and turn them into iconic brands.In The Customer Funded Business, best-selling author John Mullins uncovers five novel approaches that scrappy and innovative 21st century entrepreneurs working in companies large and small have ingeniously adapted.
Through the captivating stories of these and other inspiring companies from around the world, Mullins brings to life the five models and goes on to address the key implementation issues that characterize each of the models: when to apply them, how best to apply them, and the pitfalls to watch out for.