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Benefit from hard-won experience,
This review is from: Start It Up: Why Running Your Own Business is Easier Than You Think (Paperback)
Luke Johnson distils over twenty years of hard-won experience for us in his new book, `Start It Up.'
There's none of the typical celebrity-entrepreneur's high-watt glow of self-satisfaction here. Engagingly, Mr Johnson begins the book with an impressive catalogue of his own cock-ups. Yet he has won through. And that's the point, really - the entrepreneur needs, it appears, an extraordinarily high capacity to `bounce back.'
Howard Shultz spent a year making 242 presentations to potential investors before he was able to raise the money to start Starbucks. Most entrepreneurs must overcome myriad setbacks before they get anywhere. Promoting enterprise is not really about spreadsheets. It's about character. And it's not for everyone. Perhaps it's only for one in ten.
But entrepreneurs are the people who create wealth, produce employment and ultimately provide the taxes that fund education, health, law & order and all the rest of it. (Even highly-established concerns had to start somewhere; in the case of Rolls Royce Aerospace, with its current aircraft engine order book of £61.4 billion, it all began with two guys meeting in a Manchester hotel in 1904 and deciding to go into partnership to design and sell new-fangled automobiles.)
If you feel you do have it in you to throw your hat into the ring and get going, `Start It Up' is choc-full of invaluable advice, telling anecdotes and illuminating case studies - far too many to summarise here. So buy it. And take to heart the words of that remarkable entrepreneur and inventor Thomas Alva Edison:
"I have not failed. I have found 10,000 ways that do not work."