Many workers are disillusioned with the way "work" works in our society. We question giving time and creativity to companies that offer little in return. We are looking for jobs that provide freedom, flexibility, and financial opportunity. Since this describes me at this point in my career, I was excited to read this book. Who could better explain how to be an entrepreneur than two young entrepreneurs still building their multi-million dollar business?
The authors, Friedman and Soliman, begin by telling their interesting stories. Their histories show that both functioned poorly in stifling environments such as school and the corporate world. Their wisdom really hit me: once uncle Sam takes his share, and you deduct everything else from your paycheck, it is difficult to get ahead and live the "dream" slaving away for somebody else. Working for somebody else means that your hard work and creativity make a handful of people very rich; unfortunately, you are not among those people! And, the authors remind us, working for another person is not only unfulfilling, it is also unreliable, as the current unemployment rate demonstrates. So, what is the answer to our work woes? Start a business!
After the authors tell their stories, they begin outlining how to start a business that excites you. Their advice runs the gamut, from choosing the business idea to franchising. Their business philosophy is fresh, and generously considers the needs of team members and clients. The authors are net savvy, idealistic, and know work's proper perspective (i.e. that a person should never sacrifice friends, family, and health for a job). They are also accurate, if slightly gloomy, in their assessment of higher education: it costs a lot and may not necessarily provide the tools to make you successful. Their "Ten Business Commandments for the 21st Century" form the basis of their advice. They include: learn from your mistakes, hire people smarter than you, and "image is everything." While these may sound simple, think of the many business leaders today that rarely follow simple, but effective, advice.
The "Get Ready" chapter contains information about how to begin as an entrepreneur. "Hustle and Grow" deals with developing a vision and business plan for growth, and includes a website address with some free forms to help in the process. The next chapters cover even more business concerns, including finding the right partners, choosing and motivating employees, branding and marketing, communicating in the digital world, and systematizing a business for the long haul (i.e. setting up the systems necessary for a business to be run effectively for a long time). The last chapters include some great business advice, including how to develop ideas, ways to find a niche, and how to stay strong in a bad economy.
I should note that this book may not be for everybody. Starting a business, especially a successful one, is not easy, and requires business sense and specialized knowledge. Friedman and Soliman are natural entrepreneurs: dynamic and hard-working idea people, with educational backgrounds in business. If this describes you, then you will eat up the information. Others will benefit from the book too, but may have to work at it a little more. While some readers may feel that they are too shy, uncreative, etc, to appreciate the book, I would suggest giving it a chance, because a person can learn ways to be more dynamic and creative. Just think back to the time before parents, teachers, and bosses sucked the life out of you! Of course, some people just like being worker bees, and don't even want to start a business. If this describes you, you have no reason to read this book. Something else that may put off some readers is that it is written from a college guy's perspective; be ready to read about partying, pursuing chicks (their term), and metaphors that compare starting a business to a first sexual experience.
Overall, I highly recommend this book for anybody who has ever considered starting a business, or who is dissatisfied with being a cog another person's machine. While reading this book alone will not make you a profitable entrepreneur, it is a great start. The young authors entertain, inspire, motivate, and educate, and offer a fresh, 21st century, and fun approach to starting a business. I operate a part-time business, and a mix of fear and laziness has kept me from taking the risks necessary to make it my full time job. However, after reading this book, I am taking the steps to go from salaried employee to successful entrepreneur. You can too, and reading this book will get you moving!
