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"A Discovery of How Our Actions Lead to Profits."
87 backers pledged $8,264 to help bring this project to life.

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Welcome  business owners, aspiring owners, dreamers, and those curious to learn more about the world! 

Several years ago I set out on a quest to write a new type of business book.  

I wanted a book that told great stories while explaining how business strategy works; a book that combined theories along with practical, actionable advice; a book that would be user-friendly to all people from Fortune 500 CEOs to business school students to small business owners.  I wanted a book that I wish I could have read so many years ago when I first began my own business adventures.  

Most importantly, I wanted tell a story that could help people understand the ENTIRE ECOSYSTEM OF BUSINESS STRATEGY.  The complexity of the business world can be overwhelming, and this book is a project to explain all its various parts using short entertaining stories.  

Please support this KickStarter campaign, the proceeds will cover the costs of this project: hiring an illustrator, having multiple editors, a graphic designer, printing costs and more.  It will also help me build a stronger base for getting this book into schools, libraries, and the hands of small business owners.  I have a dream to make business strategy a more accessible topic to everyone.  

As a special thank you, this campaign offers  early discounted pricing, limited signed editions, a special numbered edition limited hardback (not available in stores).  In addition there will be three posters that will look amazing on any wall (seriously!). 

I am thrilled to commemorate and share this moment with all of you! I am proud of the achievement and I hope you will be as happy with it as I am.

Eddie Sung

P.S. Please help support this project by sharing this page on Facebook or with anyone who can benefit or is interested in business! 

Book Cover (Click for high quality version!)
Book Cover (Click for high quality version!)

Customer Moat: The Story of Modern Business Strategy 

The Customer Moat is a new way of looking at business strategy.  At its core is a new set of concepts and vocabulary from which we can build a more modern and improved model of business understanding.  With it, the various elements of business strategy can now be fit together into a single unified system.  Excitingly, this system not only explains business strategy in a single framework but it provides a toolkit of the major "actionable" levers that will help companies grow their profits.  

The Book Includes the Following:

  • The Customer Moat Formula (CMF) - A framework for explaining the origin of profits, and traces how business actions lead to business profits.

  • Eight Moat Builders -The eight factors responsible for increasing a business's competitiveness with an detailed explanation of the theory and practice behind each.

To bring these concepts to life, I draw on 100+ stories/anecdotes, 50+ illustrations, and a dozen graphics.  In one compact volume, an array of tools and concepts have been explained in a style that is both useful and simply fascinating to read!

*** *** *** *** *** *** *** *** 60 Day Money Back Guarantee *** *** *** *** *** *** *** ***

This book is for you!  I really want everyone to be as happy with it as I am.  As such, I guarantee that if you read it, you will learn many interesting and useful things!  If this book doesn't deliver on this promise, just send it back to me within sixty (60) days and I will refund your money.  No questions asked.  (Please be thoughtful! No torn or damaged books.)

Ordering is easy! Just click your desired book package on the right and checkout! Orders will be charged at the end of January and the book will be shipped out in March.  *Free Shipping in the US!

KICKSTARTER SUPPORTER

All supporters will be recognized with their name printed on the book's website page with a special thank you!  (There will be an opt-out option!)

$2 DEDICATED TO COMMUNITY COLLEGES AND PUBLIC LIBRARIES
Two dollars of every pledge will be used to make this book more widely available in community colleges and public libraries.

SIGNED LIMITED PREVIEW EDITION PAPERBACK BOOK
Set at a special discounted price, this is a chance to get the early scoop on this new business strategy.  Impress friends with your business savvy! See businesses from a fresh perspective!  Get practical tips and ideas for growing your own business!  But most of all, enjoy the book's many wonderful stories!

POSTER #1 - CMF: The Ultimate Overview
Imagine all the lessons of the book condensed into a single poster!  In collaboration with graphic designer Dana Kublin, this poster has mapped out the entire CMF process at a glance.  This poster will not only look great on the wall but will serve as a quick reference that can be used to inspire new business strategies, thoughts, and actions.  (Poster is estimated to be 27" x 28")

POSTER #2 - CMF: Book Illustrations
All of the book's illustrations, as drawn by award-winning artist Stasia Burrington, are assembled together in one beautiful poster.   Every section of the book is presented with its title and its drawn illustration.  This poster will serve as an elegant overview of the stories and lessons contained in the book and help us to remember the book's amazing business vignettes.  (Poster is estimated to be 24" x 36" or 36" x 24")

POSTER #3 - The Dream of Capitalism is for Everyone
The book's epilogue describes the system of capitalism and its larger societal purpose.  This poster, produced by print illustrator Noah Kroese, captures the aspirational spirit of Capitalism and its potential as a force for bettering our communities and the world around us.  (Poster is estimated to be 24" x 36")

SIGNED LIMITED CEO EDITION HARDCOVER BOOK
Limited to 500-750 copies, this signed and numbered hardcover edition is a business owner's best friend.  Good books tell stories, great ones start dialogues.  To facilitate more in depth discussion, this high quality bound CEO EDITION features extra wide margins for note taking, quality paper stock that prevents ink bleed through,  a dedicated notes pages in the front of the book for recording thoughts and ideas, and many other goodies. 

SET OF SIGNED POSTERS
Limited to 175 numbered and signed sets (with only ~150 available on Kickstarter), each poster will be signed by its respective Artist and the Author. 

BOOK CLUB PACKAGE!
A special package to give book clubs a chance to buy this book at a bulk discount.  This will be the limited signed preview edition which will not be available to large chain sellers.  (Shipped to one address.)

LUNCH OR DINNER WITH THE AUTHOR
An amazing opportunity to pick the brain of the author on any business topic.  After researching tens of thousands (perhaps hundreds of thousands) of pages worth of documents and with over 15 years spent analyzing the business world (both as an academic and practitioner), it is a rare chance to tap this accumulated knowledge.  There are many incredible stories that did not make it into this book  This is a wonderful opportunity to not only progress a better understanding of business but to do so in a way that pays it forward by helping spread knowledge to community colleges and public libraries.  (Meal is for pledge supporter and one other guest; redeemable on or before July 1st, 2016.  In keeping with Pacific Northwest tradition; free range, organic, Pescatarian, vegan, and gluten free options available.)

Poster #1 - CMF: The Ultimate Overview (Work-In-Progress Draft Nov. 2014) ~27"x28"
Poster #1 - CMF: The Ultimate Overview (Work-In-Progress Draft Nov. 2014) ~27"x28"
Poster #1 - CMF: Book Illustrations  (Work-In-Progress Draft Nov. 2014) ~36"x24"
Poster #1 - CMF: Book Illustrations (Work-In-Progress Draft Nov. 2014) ~36"x24"
Poster #3 - The Dream of Capitalism (Work-In-Progress Draft Nov. 2014) ~24"x36"
Poster #3 - The Dream of Capitalism (Work-In-Progress Draft Nov. 2014) ~24"x36"

Risks and challenges

The main risk to this project is timing. As of December 2014, the book has completed the first of a four-phase final editing process. The posters are about 70% completed. Everything is on task to be sent to the printers in February/March 2015.

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    SUPPORT THE CAUSE

    My heartfelt thanks for supporting this project! $2 of EVERY pledge will be dedicated towards making this book available in community colleges and public libraries!

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    BOOK BACKER (LEVEL II)

    (1) SIGNED LIMITED PREVIEW EDITION PAPERBACK BOOK and (1) POSTER
    (choose one: "CMF: The Ultimate Overview", "CMF: Chapter Illustrations", or "The Dream of Capitalism is for Everyone")

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    BOOK BACKER (LEVEL II)

    (1) SIGNED LIMITED PREVIEW EDITION PAPERBACK BOOK and (3) POSTER
    (one of each: "CMF: The Ultimate Overview", "CMF: Chapter Illustrations", or "The Dream of Capitalism is for Everyone")

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    BOOK ENTHUSIAST (LEVEL I)

    (1) SIGNED LIMITED CEO EDITION HARDCOVER BOOK. (signed and numbered, limited to 500-750 copies)

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    BOOK ENTHUSIAST (LEVEL II)

    (1) SIGNED LIMITED CEO EDITION HARDCOVER BOOK (signed and numbered, limited to 500-750 copies) and (3) POSTERS (One of each type.)

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    BOOK CLUB PACKAGE!

    (10) PAPERBACK BOOKS with free shipping anywhere in the US.

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    ULTRA BOOK ENTHUSIAST

    (1) SIGNED LIMITED CEO EDITION HARDCOVER BOOK and (3) SIGNED POSTERS (one of each type, signed by artists, numbered and limited to 175 sets)

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    THE ULTIMATE SUPPORTER

    LUNCH OR DINNER with the author in SEATTLE or PORTLAND to discuss any business topic (for up to 2 hours). Includes (2) SIGNED LIMITED CEO EDITION HARDBACK BOOKS, (2) SIGNED POSTER SETS, and (10) SIGNED PAPERBACK BOOKS

    ***ALL PROCEEDS from this level go towards supporting community colleges and public libraries and providing this book to those with less accessibility*** (Lunch/dinner redeemable on or before July 1st, 2016.)

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Funding period

- (57 days)