Top critical review
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Good content spoiled by terrible choice of typeface
on 26 May 2015
Who thought the spindly blue typeface was a good idea? It's hard to read - and worse, the info boxes have blue or green backgrounds. It makes what should have been an accessible intro to setting up and running a small business a struggle.
In terms of content, it covers the usual ground from devising your USP, pricing methods, routes to market etc - I particularly liked the section on affiliates where the example given was a small B&B rather than a large company (I mean, obviously Paul Smith is a creative business, but how they run their well-established business around the globe isn't exactly relevant to most business start-ups who are the target readership for this book, ditto John Lewis). Also useful were the 'jargon busters' which explained marketing-speak in normal terms.
Overall, I thought it was well written but I can't see myself ever going back and re-reading it.