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The $100 Startup: Reinvent the Way You Make a Living, Do What You Love, and Create a New Future Hardcover – May 8, 2012
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Q&A with Gretchen Rubin and Chris Guillebeau
GR: One thing that really sets your book apart from other similar books is its specificity. You really drill down on how people have actually built these businesses. Why did you take this approach?
CB: Because most books about business are too generic. They are filled with platitudes instead of data and real instructions. There's nothing wrong with saying “Go for it!”—but the purpose of this book is to say, “OK, you're ready to go for it? Great. Here's how you actually do it.”
This isn't a book about business, at least not as most people think about it. Instead, it's a book about freedom. It's for those who want to escape from corporate life, build something of their own to support their families, or just find a way to make more money.
GR: Is it really possible to make a good business out of your passion?
CB: Yes, but the key is to combine your passion with something that is useful to the world. I used to be very passionate about eating pizza and playing video games, but no one wanted to pay me to do it.
That's why we have to go further, until we find the convergence point between what we're excited about and what other people value. For example, I met a guy who was a snowboarding instructor in Canada. He created a DVD set of instructional videos. He followed his passion, he found a way to make it useful, and it's now a $300,000 a year business.
GR: Many books about startups focus on technology companies; by contrast, you focus on small businesses started by people creating companies around something they love to do. Often, they don’t look like typical “entrepreneurs,” don’t come from traditional business backgrounds, and don’t have special skills. Why did you take this approach?
CB: I think there's a real misconception about entrepreneurship. As you noted, some people hear the word startup and imagine things like venture capital, funding rounds, and eventually cashing out if possible. It's not that different from the conception of traditional business—wearing a suit, sitting behind a desk, playing golf after lunch.
But there's also an entirely different way of creating freedom, and it's just now starting to get the attention it deserves. This alternate perspective is about starting on your own, with limited money and no special training. You don't need outside investment (of any kind), an MBA, or a 65-page business plan that no one will ever read. You just need a product or service, a group of people willing to buy it, and a means of getting paid.
GR: The economy has a lot of people feeling anxious about their financial situations. Do you think this is a bad time to take a risk like a startup?
CB: When the economy causes us to feel anxious, it's also a good time to reassess the whole concept of risk. For many people, it may be much riskier to cast your lot in the traditional job market. But what if you didn't have to compete in a crowded marketplace—what if you could essentially create your own job? The beautiful thing about starting small means that you're not necessarily competing with anyone, and your financial risk is low.
In the long run, risk is related to security. Many of the people in this book were successful in creating their own security instead of entrusting it to someone else.
GR: You did a crazy amount of research for The $100 Startup. What surprised you the most?
CB: The first thing that surprised me was how willing most respondents were to talk about the inner workings of their business, especially the financial details. The common attitude was: if this helps other people in their work, I want to share it.
Digging deeper, I was surprised by some of the interesting businesses people had started. There is a guy who earns more than $100,000 a year helping people use their Frequent Flyer miles. There is another guy in Croatia known as “Mr. Spreadsheet,” who has also crafted a six-figure business helping corporate employees manage data better. There were also plenty of interesting businesses that were more traditional, like a retail yarn shop in Portland and an Israeli-American designer who created a business selling hand-made wedding contracts.
GR: You give some controversial advice: you don’t need a business plan, you don’t need to spend too much time planning, you don’t need a large amount of money to launch, and you don’t need special skills or expertise. What do you say to people who disagree?
CB: I'd say the proof is found in everyone who has made it happen. My hope is that this book will serve as a blueprint for many more success stories, just like the unconventional and unexpected entrepreneurs I talked to from all over the world.
"The $100 Startup is a twofer: It's a kick in the pants to get started on your dream and a road map for finding your way once you begin. If you're not ready to launch your own business after reading this book, you need to go back and read it again!"
-- Daniel H. Pink, New York Times bestselling author of Drive and A Whole New Mind
"In this valuable guide Chris Guillebeau shows that transforming an idea into a successful business can be easier than you think…You are in charge of which ideas deserve your time, and this book can help you wake up every morning eager to progress to the next step."
-- Tony Hsieh, New York Times bestselling author of Delivering Happiness and CEO of Zappos.com
"The money you have is enough. Chris makes it crystal clear: there are no excuses left. START. Start now, not later. Hurry."
--Seth Godin, New York Times bestselling author of The Bootstrapper’s Bible
"Everything Chris Guillebeau does is in earnest. The ideas inside this book will lead you to a better place."
-- Chris Brogan, President of Human Business Works and author of Trust Agents
“With traditional career doors slamming shut, it’s easy to panic, but Chris Guillebeau sees opportunities everywhere. Making a career out of your passion sounds like a dream, but in this straight-forward, engaging book he shows you how to get it done, one simple step at a time.”
-- Alan Paul, author of Big in China
"Delivers exactly what a new entrepreneur needs: road-tested, effective and exceptionally pragmatic advice for starting a new business on a shoestring.”
-- Pamela Slim, author of Escape from Cubicle Nation: From Corporate Prisoner to Thriving Entrepreneur
“Guillebeau has been in the trenches for years, and in The $100 Startup he guides you step-by-step through how he and dozens of others have turned their passions into profits. It's essential reading for the solopreneur!”
-- Todd Henry, author of The Accidental Creative
"This book is more than a "how to" guide, it's a "how they did it" guide that should persuade anyone thinking about starting a business that they don't need a fortune to make one."
-- John Jantsch, author of Duct Tape Marketing and The Referral Engine
“Crammed with data, checklists, models, and concrete examples. Thoughtful, funny, and compulsively readable, this guide shows how ordinary people can build solid livings, with independence and purpose, on their own terms.”
-- Gretchen Rubin, author of the #1 New York Times bestseller The Happiness Project
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Top customer reviews
The first hand accounts from people who knowingly, unknowingly, or who stumbled into entrepreneurship are fantastic. I am the type of person that enjoys a story with a lesson or example to it. These are a large part of the book. Also, the names, websites, and businesses are mentioned through out the book of these people so you too can explore what these people mentioned have done.
This is not a very heavy thick book that is difficult to read. It does challenge you with different ways to think and approach going your own way as a career or creating another source of income in addition to working for someone else.
Chris presents a much simpler paradigm for connecting the things we love with what the market wants and will pay top dollar for. The rest is about the how. The book battles the misconception of the complexities to start doing what you love and gives us "just enough" technical detail to get us past the start line, and racing forward without the baggage of unneccesary thinking and prep work. Thanks Chris. This book is full if great ideas, action templates and tools. I feel a surge of confidence in taking my ideas one step closer to the market now.
Another example of reinforcement that was appealing to me was the story of Naomi Dunford (page 181-182), the entrepreneur who had money she could not access. The writer explains in great details how she creatively used her ability to think and asked people she knew and was able to get someone to assist her to register for the class. This spoke volumes to me as the writer clearly reminded us to always tap into the financial and social contacts we have.
I believe this book will be valuable to all entrepreneurs whether they are students or not. It has inspired me to put my plans into action; I am going to keep my copy in my library, because I feel it has invaluable lessons to learn, and tips that I can implement as I pursue my own entrepreneurial goals. It is like having a workshop for entrepreneurs at I, can attend whenever I chose to, without the hefty price.
The book is very easy to read and offers all the information you need to get started founding your own venture. The ideas are concrete and as I said, practical. I'll be referring to the book frequently for advice, especially in the PR/promotions area.
The only critique I'd make is the book makes it seem (I think at least) that starting one of these ventures is easy. It's not really. Like any startup, it will take perseverance, pivoting, challenging one's beliefs about what they want to do (and why). But in the end, if you persevere, it's certainly worth it. And this book provides a lot of what you'll need to make it!