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What is inside, section by section — all 45 of them, in order: 1. Two hundred and fourteen files, a hundred and sixty hours, and a carry-forward rate of four per cent. 2. You sell a surface: a year arranged for one wall, read at one distance, written on by a known number of people. 3. They buy on the image and judge on the print, usually within a day. 4. Almost nothing here adds rebuild load provided it comes from a source. 5. Not a design business, not evergreen, and emphatically not a listing-count business. 6. The whole dated catalogue expires on a known day, in public, together. 7. Outside fourteen weeks there is no demand rather than less demand. 8. Five errors reach every file, and all five produce a page that looks entirely normal. 9. Manufactured on a printer you have never seen, then displayed and written on for twelve months. 10. Seven screening questions, five minutes, before a hundred and sixty hours. 11. Narrow on the surface. Reading distance and number of writers are the two numbers that set the layout. 12. Countable commitments, including the writing box dimensions almost nobody states. 13. Print a free competitor and live with it for a week on the actual surface. 14. Two ceilings and a publication date, all decided in the trough. 15. Paper and ink are the cheapest genuinely essential purchase and the one sellers skip. 16. Resolve it all before September; a compliance question in your peak month gets a bad answer. 17. A format that reflows has destroyed the thing you designed. 18. There is no tail: a set must return its build and its rebuild within one season. 19. The year must be legible at thumbnail size, and the mockup must show a home print. 20. Nine steps, and the one people move is building the date source first. 21. Size boxes by writing in a printed one with a pen, and never let a date position be editable. 22. Two independent tests: sixty probes in an hour, and paper on two machines in an afternoon. 23. One page containing the settings and the measurement mark prevents most support. 24. Regenerate in April, probe in May, buffer in August, publish in early September. 25. Month-on-month comparison in a fourteen-week trade is actively misleading. 26. Your product creates the need for its own replacement — and most sellers cannot be found in September. 27. Listings are free from a source and ruinous without one. 28. The largest thing you can do for search is finish the rebuild in time. 29. Seven of ten additions add no annual rebuild; the instinctive one is the most expensive. 30. The source record with its parameter sets is what makes next August a script rather than a memory. 31. Raising carry-forward saves hours and buys revenue by moving the publication date. 32. A platform problem in May costs nothing; the same problem in November costs the year. 33. If regeneration has not started by the end of April, you will publish late. 34. One question separates the largest complaint category from the other four. 35. The rebuild is annual, so whatever you worked out last April you have already forgotten. 36. Carry-forward rate and publication date are causally linked and both knowable in February. 37. Day thirty produces one source and no catalogue, which is the only thing that matters. 38. One wrong date, accepted once, enters a source and hangs in every buyer's kitchen for a year. 39. Twelve worksheets for the decisions made before any layout exists. 40. Fourteen registers including the source record and the holiday data checklist. 41. Twelve sheets including the date check sheet and the print test sheet. 42. Twelve calculators and controls, every figure blank because the arithmetic is yours. 43. Twelve tools including the September return survey and the correction templates. 44. Six review resources plus all 148 prompts collected by chapter. 45. The four rules restated, what two summers cost, and what to do first. Every worksheet, register and checklist is included, and every financial figure in the book is left blank on purpose — you fill them in from your own measured costs rather than someone else's guesses. Instant download. Yours to keep and print as often as you like.