Contents: Choose Profit over Market Share; Learn to Complete Peacefully; Change the Way You Form Your Assumptions; Use Internal Data to Find Profit Opportunities; Uncover Preferences and Willingness to Pay; Optimize Your Marketing Mix to Capture the Highest Additional profit; Raise Your Prices to Get the Profit you Deserve; Don't Ingratiate Yourself with Customers; Align Your Incentives to Focus on Profit; Get Your Market Communication Under Control; Epilogue- It's Time to Cash in your Profit Opportunities.