Table of Contents
Acknowledgment
Prologue
Introduction
vii
ix
xv
Part I: NURTURE VS. NATURE
Chapter 1: First Steps
Chapter 2: Substance Over Style
Chapter 3: Early Endeavors
Chapter 4: Spirit of Adventure
Chapter 5: Learning is a Treasure
3
15
33
44
55
Part II: BANKING AND BREWING
Chapter 6: Spreading My Wings
Chapter 7: Moonlighting in Martin County
Chapter 8: Moving On and Up
Chapter 9: Java Junction—Hopeful
Chapter 10: Java Junction—Hopeless
71
85
98
112
123
Part III: ROCKET MAN—THE LAUNCH
Chapter 11: Startup
Chapter 12: Going All-In
Chapter 13: Proof of Concept
Chapter 14: Infancy
Chapter 15: An Angel Comes
135
150
161
170
182
Part IV: ROCKET MAN—BOOSTER SEPARATION
Chapter 16: Adolescence
Chapter 17: Shrinking Back to Profitability
Chapter 18: Transformation
Chapter 19: Divestiture
193
207
218
232
Part V: ROCKET MAN—RAPID ACCELERATION
Chapter 20: Pivoting
Chapter 21: Bizdev
Chapter 22: Taking Care of Business
Chapter 23: Where’s Rocket Man?
Chapter 24: Incredible Events
Chapter 25: Thirsty Golf Fans
Chapter 26: Playing Hard to Get
247
256
263
278
291
308
315
Part VI: ROCKET MAN—REACHING THE STRATOSPHERE
Chapter 27: Legal Headwinds
Chapter 28: Market Threats
Chapter 29: Super Bowls Part I
Chapter 30: Super Bowls Part II
Chapter 31: The Kentucky Derby
Chapter 32: Stargazing
327
338
344
359
371
381
Part VII: ROCKET MAN—THE DESCENT
Chapter 33: Flying Solo
Chapter 34: Cashing Out
Chapter 35: Hurricane Corona
Chapter 36: Disloyalty
Chapter 37: Last Call
395
403
416
429
440
Part VIII: EXPLORING NEW VENTURES
Chapter 38: Incubator
Chapter 39: Home Run
Chapter 40: Grand Slam
Chapter 41: Staying Thirsty
Chapter 42: Team Sport
461
477
486
498
514
Part IX: BACK MATTER
Additional Reading
Index
527
529