Where it shows up in the book
- IntroductionWhere Your Company FitsDoes this book apply to a business like mine?
- Chapter 1The Hidden Reality of Selling a BusinessIsn’t selling my business like selling anything else?
- Chapter 2How Buyers Really ThinkWhat is the buyer across the table really thinking?
- Chapter 12Building the Buyer UniverseWho are the right buyers, and how many should I approach?
Look it up in a sentence, then read the chapter
Nothing in the book needs a dictionary of jargon to follow, but when a piece of deal language shows up, this is where it is defined. The chapters hold the reasoning.