Table of Contents
1: Nothing New Under The Sun ...................... 1
A Look To The Past ........................... 1
Lessons From Old Ben ............ 2
How To Use This Book ................ 10
2: The Life Of Ben Franklin .............. 13
The Patron Saint Of Advertising ..................... 13
Advertising As Exchange Of Ideas ............ 15
Selling Ideas ............. 17
Selling Himself, Too ............ 19
The Practical Side Of Genius .......... 21
3: The Thirteen Virtues ........... 26
Guidelines For Life ............ 27
1. Temperance ......... 31
Building Character ............. 31
Virtua Practicum: Focus On Targets ............ 33
2. Order ........ 36
Plugging The Leaks ............. 36
Virtua Practicum: Targeting Your Audience ..................... 38
3. Resolution ............... 41
Redefining Impossible ............ 41
Virtua Practicum: Projecting Your Image ......... 43
4. Frugality ................ 45
Trimming The Fat ............... 45
Virtua Practicum: Tracking Expenses ............. 47
5. Moderation .................................................................. 50
Excellence Is A Habit ........................................................ 50
Virtua Practicum: Examining Your Habits ........................ 52
6. Industry ........................................................................ 54
Move Like A Shark ............................................................ 54
Virtua Practicum: Forward Motion .................................. 56
7. Cleanliness .................................................................... 59
The Value Of Small Gains ................................................. 59
Virtua Practicum: Tracking Your Effectiveness ................. 60
8. Tranquility .................................................................... 62
Heaven And Hell .............................................................. 62
Virtua Practicum: Preparing For The Storm ..................... 65
9. Silence .......................................................................... 67
Being Receptive ............................................................... 67
Virtua Practicum: Monitor Your Input ............................. 69
10. Sincerity .................................................................... 71
A Leader Needs Trust ....................................................... 71
Virtua Practicum: An Expert In The Field ......................... 73
11. Justice ........................................................................ 76
Societal Awareness .......................................................... 76
Virtua Practicum: Paying What You Owe......................... 78
12. Chastity ..................................................................... 81
Responsibility And Consequences ................................... 81
Virtua Practicum: The 80/20 Rule .................................... 84
13. Humility .................................................................... 88
Socrates And Jesus .......................................................... 88
Virtua Practicum: Self-Improvement And Charity ........... 90
4: Virtues In The Real World ............................................... 94
Govworks ............................................................................ 96
Grand Beginnings ................................................................ 96
The Downturn ..................................................................... 99
5: Conclusion: Virtue Is The Key ........................................ 103
