Go It Alone!: The Secret to Building a Successful Business on Your Own (Anglais) Broché – 13 décembre 2005
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Présentation de l'éditeur
There is an epidemic of unhappiness in the American workplace. A full 70 percent of workers in the United States report that they are disengaged from their jobs. When asked, "Do you have the opportunity to do what you do best every day?" only 20 percent of nearly 2 million employees said yes. It is no wonder that 56 percent of all Americans dream of starting their own business. So why don't they do so? Because starting one's own business is seen as difficult, expensive, and risky.
In this extraordinary book, successful Go It Alone! entrepreneur Bruce Judson explains that the conventional wisdom about starting your own business is stunningly wrong. Using the leverage of technology -- e-mail, the World Wide Web, and the remarkable array of off-the-shelf business services now available -- it is dramatically easier to start your own business. Magnified by these new services, it is also possible to create, for the first time, a highly focused business.
Bruce Judson shows you the practical steps that will allow nearly any individual to create a business, often using job skills that seem to require an entire corporation for support. It is no longer necessary to spend time on the tasks that don't add value. It is now possible to stay small but reap big profits. Go-it-alone businesses allow the individual the freedom to concentrate on their greatest skills. After reading this book, your motto will be "Do What You Do Best, Let Others Do the Rest."
Biographie de l'auteur
Bruce Judson is a senior faculty fellow at the Yale School of Management. An entrepreneur and lawyer, Judson holds advanced degrees from Yale Law School and the Yale School of Management. He is a graduate of Dartmouth College. He is the author of Go It Alone! and Netmarketing, and the coauthor of Hyperwars. In 2008 he both predicted and hedged against the market crash, beating the investment results of virtually every mutual fund and hedge fund.
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1. It proves you can start a substantial business without a lot of money, employees, specialized knowledge or risk. In fact most of those things would be a hinderance.
2. The principles are guideposts for you to follow. You also learn the biggest non-secret in business which is simply to do what is important.
3. It gives you numerous examples of how people turned the knowledge they had into the business they wanted. It is not hard to see the principles at work.
3. As a side benefit you learn about some business services that are available to you that you probably have not given much thought to such as Logos.
What you do not get in this book:
1. A list of the hottest businesses to start.
2. How to do accounting, marketing plans, or any of the other specialized courses they teach in business schools. Spend your time on what you do well not learning something that someone else can do for you.
3. Detailed handholding complete with checklists. The principles are presented clearly with numerous examples. It is your responsibility to apply them to your own situation.
Bruce Judson, the author, brings out some great reasons for pursuing "light footprint" entrepreneurship (my term, not his). So many functions and so much technology can now be outsourced, via web-enabled communications and applications, that a world of opportunity is now open which could not be dreamed of a decade ago.
One of the effective marketing approaches employed by Judson was to make the entire text of the book available on the web. If his bet was that this would entice a serious reader to buy the book after sampling some good content, then it worked in my case. I'd far rather read a printed book that scan a monitor.
If you're thinking about starting a one-person or very small business, I think the content here will be quite helpful and a needed boost of encouragement. However, the book (and accompanying website) are not without flaws.
First of all, the book is over 200 pages. It could easily have been 80-90, with better editing. There is a lot of repetition, including using the same examples over and over again. The overall structure is not tight - too sprawling. And, in various places in the book, various resources are offered on the website - but when you go to the site, no such resources are to be found.
That said, I'd buy the book over again, because it has been an encouragement and affirmation for my chosen course of entrepreneurship. Despite the less-than-optimal execution, Judson is onto something, and that's the main thing. If you're going to "Go it Alone", you'll derive some serious value from this book.
Reading this book has caused some practical and immediate changes to my home business strategy and I am very grateful to the author for his efforts.
The real-life stories are very inspiring as well.
Get this book today!
Entrepreneurs are often seen as risk takers. Actually, the authors says they do everting they can to limit failure's costs. He suggests testing the validity of your concept before making it a full-time undertaking. This results in:
1. Risk reduction by gaining experience with paying customers.
2. Putting less pressure on the new business for fast financial success.
Once you make the jump to full-time entrepreneur keep in mind the following:
1. Be aware nothing happens until you make it happen.
2. There are no "A's" for effort. Once you start full-time, all the risks are yours alone.
3. Be prepared to sell.
4. Be prepared to demonstrate credibility and viability.
Starting a business has never been easier. Although many desire to leave the corporate umbrella, only a few actually do and even fewer succeed. Follow Judson's simple steps and your will increase your odds of success.
If you know anyone who has started a business or is thinking about it,
send them this book immediately.
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