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Choose: The Single Most Important Decision Before Starting Your Business Hardcover – April 30, 2019

4.5 out of 5 stars 262 ratings

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From the Publisher

Editorial Reviews


“This is a must-read. Ryan is a great business mentor, and he’ll save you a tremendous amount of time and money with this book.”
— Brendon Burchard, #1 New York Times best-selling author of High Performance Habits
“Starting a business may be the riskiest thing you’ll ever do. In Choose, Ryan Levesque cuts the risk down to size, helping you make the single, biggest choice you face: selecting the right market.”
— Michael Hyatt, New York Times best-selling author of Your Best Year Ever
“Too many aspiring entrepreneurs focus on the wrong questions. Choose is a game-changer for anyone who wants to start a business.”
— Dorie Clark, author of Entrepreneurial You and Stand Out, adjunct professor, Duke University Fuqua School of Business
“Whether you’re looking to start your first side-hustle or you are a serial entrepreneur looking to launch your next million-dollar venture, stop what you are doing and read this book right now!”
— Kevin Harrington, original shark from the hit, Emmy-winning show Shark Tank and author of Key Person of Influence
“For any entrepreneur who wants to start or grow a business, Choose eliminates the fear and overwhelm by simplifying the process in a way you won’t find anywhere else.”
— Hal Elrod, #1 best-selling author of The Miracle Morning book series
“Ryan Levesque gives you something I’ve never seen before—a detailed process to analyze any business model and market, and systematically answer the single most important question . . . will this actually work?”
— Jeff Walker, #1 New York Times best-selling author of Launch
“Choose passion. Choose creativity. Choose to grow. Choose your own business, your own success, and your own future. Choose to explore and experiment, to fail and then flourish. Choose meaningful over mindless. Choose to create a life that you love madly. Your first step? Choose this book, Choose.”
— Sally Hogshead, New York Times best-selling author of Fascinate and How the World Sees You and CEO, How to Fascinate
“Before you can scale up your business, you have to decide what business you’re in. Choose is a book every aspiring entrepreneur must read before launching their business or entering a new market.”
— Verne Harnish, founder, Entrepreneurs’ Organization and best-selling author of Scaling Up
“50% of Americans dream of starting their own business. But only 5% make that dream a reality because most are afraid or just don’t know what to do or where to start. This book is about to change that second statistic forever.”
— John Assaraf, New York Times best-selling author of Having It All and co-author of The Answer
“If I were starting out again, I’d be using Ryan’s strategy to help me figure out and test ideas. His approach is straight out of Ready, Fire, Aim—adapted to today’s amazing digital-based tools.”
— Michael Masterson, best-selling author of Ready, Fire, Aim
“Ryan has reduced choosing your market to a sequence of precision quadrants that nullify your chances of diving into an empty swimming pool, breaking your neck, and plunging your family into ruin.”
— Perry Marshall, co-author of Ultimate Guide to Google AdWords and Ultimate Guide to Facebook Advertising, and author of 80/20 Sales & Marketing

About the Author

Ryan Levesque is the Inc. 500 CEO of The ASK Method® Company, an entrepreneur, and the #1 national best-selling author of Ask, which was named by Inc. as the #1 Marketing Book of the Year and by Entrepreneur as the #2 Must-Read Book for Budding Entrepreneurs. His work has been featured in the Wall Street Journal, USA Today, Forbes, and Entrepreneur, and over 250,000 entrepreneurs subscribe to his email newsletter offering business advice. He is also a co-founder and investor in®, a leading marketing funnel software for entrepreneurs.

A certified AFOL (Adult Fan of LEGO), Ryan lives with his wife, Tylene, and their two boys in Austin, Texas.

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Product details

  • Publisher : Hay House Business; Illustrated edition (April 30, 2019)
  • Language : English
  • Hardcover : 240 pages
  • ISBN-10 : 1401957471
  • ISBN-13 : 978-1401957476
  • Item Weight : 15 ounces
  • Dimensions : 5.75 x 0.83 x 8.75 inches
  • Customer Reviews:
    4.5 out of 5 stars 262 ratings

Customer reviews

4.5 out of 5 stars
4.5 out of 5
262 global ratings
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Top reviews from the United States

Reviewed in the United States on May 29, 2019
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Reviewed in the United States on April 30, 2019
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5.0 out of 5 stars If You're Going to "Follow Your Passion", you NEED to Follow the Numbers...
By Ian Nagy on April 30, 2019
I am a professional marketer and get to hear a lot of business ideas thrown around both from new and experienced business owners.

Unfortunately, I also get to see how many of these same business owners (all smart & experienced people) waste massive amounts of precious time and money by chasing business ideas that were never going to work in the first place.


They followed their "passion" or "gut"...

...WITHOUT fact-checking that instinct via a repeatable, quantifiable system that would have actually told them whether or not the business actually had a shot.

This system is what Ryan walks you through in this book, in step-by-step detail.

I was intrigued by Ryan's back story. He used this system to identify and profit from niche information & expertise businesses in obscure markets like orchid care, tennis instruction, and even scrabble tile jewelry.

And if you're looking for systematic, step by step guidance on choosing your next business idea or market to enter, the book doesn't disappoint. Ryan walks you through exactly how to brainstorm, test, and choose the right business idea / market for you.

(Side note: If you don't yet have a business idea you'll still be very surprised with the list of possibilities the brainstorm process will uncover. And there's a "25 Niche Opportunities" resource in the digital downloads with some very interesting options also.)

Of course, the book isn't perfect and there are a couple downsides:

#1 - This book will probably NOT help you launch the next Facebook/Uber etc.

(It's geared less toward identifying world-changing revolutionary business ideas and more towards uncovering profitable niche markets that you can serve by selling information & expertise.)

#2 - Some of the step-by-step instructions are specific to free tools (such as a really neat way to leverage Google Trends) that might not exist in the same form, 5 or 10 years from now.

(However, the strategies behind the tools are evergreen and tool-agnostic, so the "Choose" strategies Levesque shares will be relevant regardless of what tools may/may not exist in the future.)

All in all, this is an extremely unique approach and the book doesn't hold anything back. Definitely check it out if you're looking for a way to reliably & systematically evaluate whether or not your next business idea is a setup for failure, or success.

Highly recommended.
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54 people found this helpful
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Reviewed in the United States on July 9, 2019
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32 people found this helpful
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Top reviews from other countries

The Master
4.0 out of 5 stars Great book. Beware the up-sell on the website.
Reviewed in the United Kingdom on May 14, 2019
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10 people found this helpful
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human bean
5.0 out of 5 stars Honestly? I Have already recommended this book to Dozens of People!
Reviewed in the United Kingdom on May 4, 2019
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8 people found this helpful
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Sourabh Shivhare
1.0 out of 5 stars Misleading title...
Reviewed in the United Kingdom on June 22, 2020
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Phil T
4.0 out of 5 stars Great Read, Solid Advice.
Reviewed in the United Kingdom on June 4, 2019
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3 people found this helpful
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5.0 out of 5 stars Great book, well advanced for entrepreneurs
Reviewed in the United Kingdom on March 16, 2021
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