I will say this. I have read some of the other reviews, and I feel that everyone is entitled to their own opinion. While I have heard of Skip Cohen and have seen many of his blogs, I have recently followed the Photofocus blog a few years back. Until then, the only thing I knew about Scott Bourne was that he gave away cameras, like all the time. The thing I admire most about these two, is their continuous effort to give back to the photographic community. So any bias in this review comes not from my knowledge of them, but from my own background.
I have been doing photography since the early 90's and started in film. I decided to go "pro" back around 2003. Even then, many of my mentors at that time had been in business for over 20 years, with very successful studios. But in the past 5 years, I have seen a NUMBER of studios close all over the place. I have a bachelor's in business, and I preach to my proteges, this simple question. If it takes the average business 3-5 years to break even in the US, then why is it that the average new photography studio closes in less than 18 months?
I think this question, for me, was subconsciously tackled in GoingPro(GP). The power of the net is an ever evolving tool. And for those that take the time to harness that power, it can be an amazing boost to your photography business. If we think of all the photographers that are big within the community, how many of them would even be known without the internet? I bought the paperback version and use it as a great desk reference. I love the in depth explanation and tips on using twitter, and being able to converse with potential clients in your area. If you don't think tweeting to a 23 year old bride a few hours after she said "Yes" a simple "congrats, wish you two the best" will not peak her interest and have her at least look at your profile and work, carries volumes, then maybe this is not the business or the book for you.
This book is not a silver bullet or even a Swiss army knife for that fact. It is not going to make you a better photographer, even though the tidbits and photos from the likes of Vincent Laforet, Bambi Cantrell, Chase Jarvis, not to mention the authors, are very inspiring. Almost to the point to say, if you want to make it, try to put out images like "these." This is definitely a great reference book for the modern photography library. Not one that you just read once and move on. So it sits with my Photographer's Market, and my Barbara London's Photography as well as other books. I doubt too much dust will fall on this book anytime soon.
I RECOMMEND, for those coming out of college especially with a BFA, who have the skills to break into the market, but not the business knowledge. I recommend to those who have been doing photography for years, but have to move to social media to compete. And I also recommend to those who are seeking knowledge to learn a little more than what they knew yesterday.