Rob Adams provides the reader with a number of "kicks" which overturn some commonly held misconceptions of entrepreneurs seeking to start-up technology based businesses. This commonsence reasoning by someone who has not only been there and done it, but is now helpng other people to do it, should be compulsory reading before any entrepreneur embarks on the start-up journey. Just to give a flavour, of one of the "kicks" relates to validating the market in terms of knowing what customers will actually buy, rather than what you think they want. Commonsense, you may say, but like the author I work in the start-up arena and the majority of entrepreneurs who approach our organisation (very many of whom are experienced people) are reluctant to get their hands dirty by actually talking to potential customers, preferring think that the product is so good that that as soon as it is launched, people will buy. Whilst the book makes only a few points, they are forcefully made and backed by real life examples of mistakes and lessons from US technology start-ups. Overall, money would be well spent just reading the section on market validation.