Any business is determined by two basic factors - people and systems. For this reason, the key to success is identifying patterns of thinking and human behavior, as well as understanding the interaction of repeating processes that form the basis of any business.
Have an idea?
The basis of business is the creation of customer value, i.e. offering a person what he really needs. The basis of the idea can be values, for example, a product, service, resource, rental, resale, subscription, mediation, insurance, etc. Particular attention should be paid to the relevance of your offer and the market situation. You can use a number of criteria to help you, for example, market size, speed to market, consistency of consumption, etc.
Risks: How good is your business idea?
Strategic assumptions are facts that characterize the real world, and without which your enterprise will not be successful. Many new entrepreneurs often make mistakes in strategic assumptions. To prevent them and reduce risks to zero, it is necessary to carry out shadow testing - testing the proposal before the project is launched.
How to attract attention?
For a product to sell, it is important that potential customers pay attention to it. For this purpose, it is recommended to use special tools: free offers, slogans, stories about the company and others. You can also combine these tools and use them comprehensively.
Profitability of your business
If there is no profit, the business cannot exist. For the business to exist for some time. However, we should not forget that the comfortable amount of profit is determined by you personally. If you're getting enough to keep things running and compensate your employees for their time and effort, you've already achieved results—your business is functioning.
Third-party financing or self-promotion: what to choose?
Here it is necessary to apply the principle of sufficiency, the meaning of which boils down to the following: when creating a small company, it is better not to resort to third-party financing, which will allow you to retain control of your business. But you need to understand that the pace of development will be insignificant, and such a business cannot be compared with a business with third-party financing.
On the importance of setting goals
Allows you to visualize the final result. There is no need to be afraid to formulate your goals precisely, but rather to do so in a positive, immediate and specific manner. In the same case, if you understand that your goal is untenable, you should not panic - reassess the situation, determine a new goal and start moving towards it.
Experience
In some situations, we compare new events with some patterns that live in ours, so the more experience we have, the greater the likelihood that we will make the right decision. Although decisions should not always be made based on personal experience, from time to time you should consult a “database” that will point you in the right direction.
How to do everything without going crazy: everything has its time
To run your business effectively, you must always remain calm, especially in this era of information overload. You can concentrate on one task and eliminate all distractions. If there are a lot of tasks, then you just need to group them and allocate each group to complete. Remember that human energy rhythms change all the time, depending on the time of day, and people are active differently at different times.
What if it doesn't work out?
This is the question asked by a huge number of people starting their own business. And if you tried to do something, but it didn’t work out, you can act in two ways: stop and accept that everything is as it is, or try again in the hope of success. And it is the second option that characterizes a person as successful. Perseverance ensures that you gain skills and knowledge and, as a result, achieve success.
On the importance of interacting with people
It doesn’t matter what the specifics of your business are, but interaction with people – colleagues, partners, clients, etc. – plays a huge role. And to achieve success in this process, several principles should be used, such as identifying people's comparative advantages, maintaining employee engagement, emphasizing value and others.
Once again about systems
For a system to be viable, it must meet environmental conditions. If we talk about business, then such conditions are: the presence of a sufficient amount of profit, income and manufactured product. However, the environment can be fluid, and to ensure your business can seamlessly adapt to changing circumstances, you must always be flexible. Business efficiency is based on the efficiency of the system, but to improve the system, you need to understand as much as possible how it functions at the moment.
Conclusion
As already mentioned, many people are confident that obtaining an MBA is a guarantee that a person will become a business professional. But any business school has its drawbacks: they are expensive, detached from real life, and do not provide any guarantee that you will get a well-paid position. Do you want to spend years of your life and a lot of money on getting a diploma? Perhaps you should learn everything yourself, thereby guaranteeing your success?
The task of someone who goes into business is to find out what other people lack and find a way to fill this gap. A business won't exist if it can't offer anything. An enterprise that does not benefit others is called a hobby.
If there are two fields of activity, then it is better to choose the one where there is competition. This means that there are people willing to pay money for what you are going to offer, and the biggest risk of being left out of the market is reduced to zero. See what your potential competitors are doing by becoming their buyer. Find out everything about your competitors and create a product that is better than what they offer.
Most major automakers test their products by driving through obstacle courses. Software companies like Microsoft and Google test new products on employees' computers before releasing them to the mass market.
This form of field testing allows us to identify and eliminate product shortcomings before the buyer sees it. Using your product is the best way to improve its quality. Become the most active and demanding consumer of your own product, and all other ways to improve your offering will pale in comparison to this one.
Anyone who registers on Facebook brings friends and acquaintances with them. Anyone who likes a YouTube video shares it with other people. This is called autocatalysis (acceleration). If you have an element of autocatalysis in your business, the business will expand faster than you expect.
Marketing
The goal of marketing is to get noticed. And the best way to attract attention is originality. If you make your offerings unique enough to pique the curiosity of potential buyers, you'll have a much easier time capturing their attention.
A great metaphor to illustrate this principle is “Purple Cow” (based on the book by Seth Godin). When there are only brown cows grazing in a field, it's boring. The purple cow does not meet people's expectations, and this naturally attracts attention and interest.
Marketing is most effective when it focuses on the desired end result. Most car owners don't buy expensive SUVs because they have to drive off the highway often. They buy such cars only because they can feel like brave adventurers. Most women buy $20 a tube of lipstick not just because of the color, but because they want to feel beautiful and desirable. It is better for you to inform potential buyers not about the properties of the product, but about its advantages, that is, what the client will receive by accepting your offer. Make the consumer conclude: “This is what I need.”
If you want to quickly grab someone's attention, share something valuable for free. People love receiving gifts. Offering something free exists because it works: it entices people to buy the product or service later.
If you want customers to remember who you are and what you offer, you need to grab their attention and hold it for at least a few seconds. A hook is a single phrase that describes the main benefit of your offer. Sometimes a headline acts as a hook, sometimes a short slogan. Once you come up with a hook, start using it right away! Place it on your website, print it on business cards - in general, make it the first message that catches the eye of your potential clients.
Asking for permission to continue communication after providing a free product affects business development. When you convey something of value to people, ask if they mind if you continue communicating with them. Let them know exactly what they will receive (an email or a phone call) and what the value of further communication will be to them.
Sales
Reciprocity is the strong desire of most people to take a reciprocal action as a sign of gratitude. However, there is one thing that is not obvious: the desire to reciprocate is not always proportional to the volume of the initial gift.
Usually, salespeople begin communication with a potential client by doing him a small favor, for example, offering him a cup of coffee. This may seem like a simple gesture of politeness. But that's not true. Accepting even a small gift creates a psychological need for reciprocity in the buyer, which shifts the situation in favor of the seller. Potential customers who accept the gift are more likely to purchase the product.
Selling, at its core, is the process of identifying and removing buyer barriers—the insecurities that prevent your prospects from buying what you have to offer. Your main job as a salesperson is to identify and remove such barriers. During the discussion of any transaction, standard objections arise:
- It's too expensive. People perceive paying for something as a loss, and this makes them resist the transaction. If the client understands that the value of your offer significantly exceeds the asking price, then this objection can be overcome.
- This won't work. If the buyer thinks that the offer will not provide him with what was promised, he will refuse the purchase. Reviews can handle objections.
- I can wait. The buyer may believe that he has no problems that require immediate solution. The best way to solve the current situation is to concentrate your efforts on educating the client and helping him imagine what his situation might be like if he accepted your offer.
People don't like to waste money and take risks. Risk transfer is a strategy in which the risk associated with a transaction is transferred from the buyer to the seller (offer free shipping and returns without any restrictions if the consumer does not like the product ordered). This strategy removes the buyer's buying barrier and increases your sales.
Resumption is the process of persuading customers to buy your product again. Renewal is considered a simpler, faster and more effective way to increase business profitability than attracting new customers. Your old clients know you, trust you, and understand the value you can provide. Once every 3-6 months, reach out to “lost” clients with new offers.
Financial management
Four methods to increase company income:
- Increase the number of clients served. More visitors - more orders. Provided that the average check remains unchanged, you get more money.
- Increase the average size of each transaction (increasing the size of the average check). You encourage each customer to buy more from you.
- Increase the frequency of transactions per client. You encourage customers to buy more often.
- Raise prices. In this case, you will receive more money from each purchase made by the client - this will allow you to earn more, making the same effort.
Pricing power is the ability to raise supply prices over time. If customers are sensitive to the price of your offer, then you will lose a significant part of them when you increase it. But there are exceptions, such as the luxury goods trade: customers buy them because they are valuable social signals. These products are considered unique precisely because of their high cost.
Increasing the price of designer handbags, clothing items and watches will make them even more desirable. In other words, you can find the perfect solution through experimentation.
Human brain
Fear of loss. The essence of loss aversion is that people are much more afraid of losing something than they are of gaining something. People think that it would be nice to have their own business, but the fear of loss (the threat of losing a stable job) is stronger than the attractiveness of the opportunity to create their own business.
To overcome the fear of loss, you need to reinterpret this risk and understand that there is nothing scary about it. Casino visitors do this every day. How do casinos encourage people to play games? They distract people from their loss. Instead of playing for real money, players receive chips from the casino, and the sense of value is lost. Players lose “fake” money, and the casino gives them “rewards” with free drinks, hotel rooms and other things to ease the feeling of loss.
Contrast. Imagine that you need to buy a suit. You go to the store and see that next to the usual suits for 400 dollars there are suits for 3000. No one buys them, but this is not necessary. Their goal is completely different. In comparison, $400 suits don't look that expensive (even though the same suit costs $200 at a nearby store).
When presenting your offer, play with contrast: you will increase the chances that potential clients will agree to your offer.
Working on yourself
There are four ways to deal with any task - completion, deletion, transfer and deferment. Completing (performing) a task is optimal only when you can do everything correctly and efficiently. Removal is used if the task is not important. Delegating a task to another person is effective if that person can do it 80% as well as you can. Delay is effective for tasks that do not need to be solved right now.
Projects are goals that require more than one action. The larger the project, the more difficult it is to achieve these goals. To deal with it, focus on just one action that needs to be done to move towards your goal, and you will definitely succeed in completing the entire project.
Priming is a method of consciously programming the brain to highlight certain information in the environment. If you convey to your mind what exactly interests you, it will warn you every time that the object you need is available.
Priming can be used to increase reading speed. Before you start reading, determine why you want to read this material and what information you want to find in it, leaf through the book, paying special attention to the table of contents, terms and concepts that seemed important to you. Your brain will automatically filter out material that is unimportant to you and focus on what interests you.
Parkinson's Law- work fills all the time allotted for it. We plan our tasks based on how much time we have to do them, and when the deadline approaches, we resort to preferential choices to get everything done.
How to finish a project very quickly? Answer this question and you will discover different methods or approaches that will help you get your work done faster. If you break your day into ten-minute chunks and put them to good use, you'll be amazed at how much you can get done.
Confirmation bias. The best way to find out whether you are right or wrong is to find information that proves you wrong. Confirmation bias is the tendency to pay attention to things that support your conclusions and not to notice things that contradict them.
We hate to find out that the decision we made turned out to be wrong, so we tend to filter information. The stronger our beliefs, the more willing we are to ignore sources of information that challenge them. This is why politicians don’t read the interviews of their rivals: they already know that they don’t agree with them in their views, so why bother?
Unfortunately, a situation where neither side pays attention to what contradicts its judgment often turns into a crisis. Deliberately look for information that contradicts your hypothesis.
Working with others
The apathy of an outsider. When two people are responsible for the same decision, no one is responsible.
Suppose you are busy shopping in a store and the person next to you suddenly becomes ill. If you yell, “Hey, someone call 911!” - most likely, no one will do this. Each of the store visitors will assume: “Probably someone has already called.” It is much more effective to single out one person in the crowd, establish eye contact with him and very clearly say: “YOU ARE CALLING AN AMBULANCE!” Rest assured: the person will do it immediately.
The best way to avoid outsider apathy is to make sure that each task has one person responsible for implementation, as well as clear deadlines.
Social proof. When one person performs a certain action, others perceive it as a social signal and begin to act in the same way. Viral videos and stock market bubbles gain their power through social proof—if so many people are paying attention to them, it's easy to conclude, “There's something to it!”
Reviews are an effective form of social proof. The best reviews are not “great”, “best”, but “I bought the product and was very pleased with the result.”
Principles of effective management:
- Hire small groups of people from competent professionals (the most effective group is 5-8 people) who can provide the desired result quickly and efficiently.
- Be clear with your team about the desired end result, who is personally responsible for what, and keep them updated on how things are going.
- Use the golden three: appreciation, courtesy and respect. This is the best way to make employees feel important.
- Create an environment where every team member can perform at their best on the best equipment.
- Protect your team from distractions.
- Create an aggressive plan for completing the project, update it as you go, and find the shortest path to completion.
- Take measurements to understand how well the work is going.
Systems Analysis
If you want to improve the system, focus on key performance indicators. Measure, analyze:
- How quickly does the system create a product?
- How many people pay attention to your offer?
- How many customers agree to buy what you offer?
- How quickly do you serve one client?
- What is the average lifetime value of a customer?
- What is the profit margin?
- What is the frequency of product returns or complaints?
- Is the money you have enough for you?
Improving systems
In any complex system, the minimum number of input parameters is responsible for a significant part of the result. This pattern is called the Pareto principle, or the 80/20 rule. In many companies, less than 20% of customers account for more than 80% of revenue.
You may notice this principle in various aspects of your life, it takes different forms. For example, less than 1% of films produced annually become blockbusters, and less than 0.1% of books written become bestsellers. Therefore, for best results, focus on a small number of the most important factors that lead you to success.
Use this method to identify your best clients. By focusing your efforts on these people and putting your relationships with everyone else on autopilot mode, you can increase your income and reduce your work hours.
Self-education, whether related to business or anything else, never ends. Every new concept that comes to your attention represents thousands of opportunities for new discoveries. This is what makes self-education so fun: there is always something more to learn.
Even money-making masters like Warren Buffett are always eager to learn something new. When Buffett was asked what superpower he would like to have, he replied: “I would like to be able to read even faster.” Your growth has no and cannot have limits.
Josh Kaufman
Your own MBA
Self-education 100%
Dedicated to millions of entrepreneurs around the world who, to the best of their ability and ability, make life better
From the publication's partner
My grandparents were real businessmen in those distant pre-war, war and post-war years. They were peasants and did not know the word “business”. Their education consisted of two stages: primary school (the ability to read and write) and then the school of life.
Business game
Conditions:
At the age of 20, my grandparents got married. It's 1924. "Citizen", devastation. There is no food in the villages. There are private farms where something grows, and even that can be taken away. There are almost no livestock (they were taken away or died). There are hand tools, of course: saws, shovels, axes, ropes. Living with parents is an immediate NO. Firstly, there is nowhere (seven people on the benches), and secondly, there is nothing to eat.
Task:
Survive. Build a farm. Give birth to children.
Now imagine yourself (you can use films) in this environment. Record that you are 20 years old. You don't have a roof over your head. You don't have a penny of money. You are newlyweds. Food is only under your feet. At the same time, there is no healthcare, the Ministry of Emergency Situations, the Pyaterochka and Stroymaterialy stores, transport, or work in the city. There are civil clashes all around.
The only advantage is that to build a house you do not need to buy land or register with the chamber. He went to the edge of the village and lined up behind the last house.
Very briefly, schematically, I outline my grandmother’s detailed story of how everything turned out for them. The point of my presentation is to voice the old-fashioned solution to this business problem.
So, the sequence of actions:
1. Spend the night - where relatives sheltered.
2. Then a forest, a log house, a small house under the guidance of a village carpenter. ( Grandfather learned how to fold a frame, attach rafters, etc.)
3. Then the stove, under the guidance of a local stove maker. (Grandfather learned to make stoves.)
4. Next - winter in your home. Grandfather gets a job on the outskirts of the city as a mechanic at a railway depot. ( He begins to read books and study the locomotive on his own. Takes courses and becomes an assistant driver.) Little money appears.
5. Then there was a fire in the village. The house is burning down.
7. Grandfather is building a second house on his own (log house, stove, etc.). Relatives, who were built later, invite the grandfather as construction consultant.
8. Then, at the new house, a barn with three zones appears sequentially:
1st zone - workbench, tools, sharpener, lathe, drilling machine, etc., that is, according to Marx, we first create the production of means of production;
2nd zone - energy block: a place for the preparation and storage of firewood and coal;
Zone 3 - summer food storage. This cellar is a deep hole that is filled with ice in winter and serves as a refrigerator for food all summer.
9. And finally, having a strong base, he begins to develop the economy. It was an endless chain of consistent, leisurely actions that gradually increased the power and efficiency of the economy. Garden. ( Grandfather studied all the literature on gardening) Boat. ( Learned to build a boat) Networks. (Learned to knit.) Fishing. Subsistence farming. Etc., etc.
Grandfather constantly studied the intended direction. I started implementing it by continuing to study a new business, learning from experience and reading books. Soon he became a driver and then an instructor at the depot technical staff training school. In adulthood, grandfather and grandmother lived in abundance, were strong and independent.
The common thread in this story about the life of my ancestors is the fact of constant self-education and movement forward. In modern terms, grandpa and grandma were always involved in new projects and developments. This gave new knowledge, expanded horizons, introduced more and more people and created more and more “mental models” (a concept from this book), as close as possible to the “truth of life.”
And I remembered all this in connection with reading Josh Kaufman’s wonderful book “Your Own MBA.” Suddenly, in my head, this “village” block of information, which was stored in my brain under the index “interesting historical information,” “resonated” with what I heard and felt in Kaufman’s book.
This clear, very vital and wise book about business turned my consciousness back to the roots, to the key point. Business, or, in Russian, business (economy), at its root has a very important root cause. In the old days, people did business not because they wanted to exchange a one-room dugout in the forest with a view of a tree stump for a two-room one with a view of a swamp, but because they could die of hunger or be killed by the elements. Therefore, there was no need to think for a long time, and it was possible to study only “on the job.”
Nothing has changed in modern life. Statistics show that success in the modern world is achieved by people who are purposeful, show obsession, courage, and imagination. These people begin to act immediately, learning and adjusting their actions on the go, applying knowledge received from different sources, according to the situation, creatively, without turning off common sense. meaning.
Successful people do not build a business like a computer game, with the feeling that if suddenly the “game over” happens, they can go to the kitchen to drink coffee and think about “what else to stir up.” Successful people drive real tanks. And to drive a real tank, you first need to know only four buttons: how to start, how to drive, how to turn and how to stop. And then - years of persistent independent training, analysis, work with masters of “tank” art and medals for cities that were actually taken, but sometimes “you don’t understand how.”
These are the thoughts that come from reading, I repeat once again, the very clear and practical book “My Own MB A.”
My sincere wishes for creative unfading to the author of the book, low bow to the team of the Mann, Ivanov and Ferber publishing house, which brought this most useful information to the minds of Russian readers, and to all colleagues, present and future. Self-confidence, optimism and faith in self-education!
WITH respect,
Yuri Prostakov,
CEO of I Can Teach,
founder and director of the company "Yuri Prostakov Studio"
www.i-can-teach.ru
www.i-love-english.ru
Another business textbook? As if not enough of them were written without you.
Customs officer at Kennedy International Airport after I answered a question about what I do
Life is hard. Especially if you're a fool.
John Wayne, star of classic American westerns
Since you are holding this book in your hands, I would venture to guess that you are either about to start your own business or want to get a promotion. And most likely, you still haven’t started taking action because the following reasons are holding you back:
1. Business “angst”(German) Angst- fear). The belief that you don't understand anything about business and therefore won't be able to start your own company or take on more responsibility in your current role. It is better to leave everything as it is than to overcome the fear of the unknown.
2. Fear of being incompetent. The idea that business is a complex thing and should be handled by professionals. Unless you have an MBA or a degree from a prestigious business school, who are you to say, “I know what to do.”
3. "Impostor Syndrome." Fear that you will not cope with new tasks and everyone will understand that you are just a deceiver. But no one likes them, right?
Don't be upset. Everyone experiences similar, unfounded fears, and you can quickly get rid of them. To do this, you just need to learn a few simple rules that will change your ideas about how business works.
If you are a self-employed entrepreneur, designer, student, programmer, or just a professional who wants to master the basics of entrepreneurship, this book is for you. No matter who you are or what you do, once you get acquainted with a new way of looking at business, you will no longer waste time fighting your own fears, but devote it to business.
You don't have to know everything
The methods are a car and a small cart, but there are very few principles. For those who have mastered the principles, it is easy to choose one method or another. But those who are looking for a method without paying attention to the principles will have a hard time.
Josh Kaufman is a fairly well-known and successful manager, the author of “Your Own MBA. Self-education 100%.” He founded the project of the same name, which already includes more than a million people. Kaufman is unique in that he has no special education, but is one of the best specialists in the industry. His knowledge is the result of reading many books and experience gained through his work.
The work of Josh Kaufman “Your own MBA. Self-education 100% can really help answer the main question of modern business: how to start your own business? Although, it should be noted that it is not a step-by-step textbook on running a business; moreover, it does not contain any specific ideas on the topic of creating your own source of income. The peculiarity of this work is that Josh Kaufman highlights self-education, as a basic element of doing business. If you master this skill perfectly, you can achieve any heights you have ever dreamed of.
Main ideas of the book Your own MBA
To run a successful business, it is not at all necessary to have a diploma from a business school or any other educational institution. It is enough to understand only a small number of basic principles. And it’s worth remembering that many people who achieved financial success (Tony Hsieh, Sergey Brin, Steve Jobs, Bill Gates) did not have a special business education.
- Business is a community of people and systems. Therefore, to succeed, you need to be able to understand human behavior and study repeating processes.
- The basis for the success of a personal business is the correct choice of idea, the creation of the value or service that a person needs at the moment.
- The most important element of business promotion is advertising it to potential consumers. Both free and commercial types of advertising are suitable for this.
- For the stable and long-term existence of a business, it is very important that the profit is greater than the expenses. The amount of income is determined directly by you. You need to remember that if the profit allows you to pay for the work of your employees and compensate for the expenditure of your personal time, then the business is working.
- When working, it is very important to be guided by the acquired experience, both personal and other people. But from time to time, when making decisions, you should turn to your intuition.
- Achieving results largely depends on the correct goal. It needs to be formulated specifically and clearly. If the goal you set turns out to be untenable, you should rethink it without panic, set another one and move towards it.
- In an era where there is so much information, it is advisable to do your business effectively by making every effort to control your emotions and remain calm in key situations. If there is a lot of work, you need to be able to group it and systematize it by priority.
- The path to success in business is through the ability to work as a team with other people. It is recommended to create your team carefully and constantly take care of a positive microclimate in the team, maintain the interest of employees, and emphasize their importance for the work of the entire company.
Who should read the book?
This book will be useful not only to all those who decided to open their own business but do not have the necessary education, but also to entrepreneurs who successfully run their business and do not want to stop there.
You can download “Your Own MBA” for free in fb2, epub, pdf - a book by Josh Kaufman on Book Search using the link below.
Without having a minimum amount of knowledge in the field of marketing and the understanding of the specifics of creating a business, it is impossible to become an outstanding businessman and leader of a large enterprise. But studying at prestigious universities does not guarantee the creation of your own successful company. Why does this happen and where to look for the truth? How to create a business without a diploma and with one? Josh Kaufman will answer these and many other questions in his book “Your Own MBA.”
What is the book “Your Own MBA” about?
All newcomers to business are faced with many questions to which not everyone can find answers on their own. How to start building your own business? Where is the best place to get information? How to cope with various crisis situations? Some questions cannot be answered at the student desk, and even after receiving the legendary MBA degree, not everyone manages to lead huge corporations.
On our website you can download for free “Your own MBA. Self-education 100%" for iPad, iPhone, Android and Kindle - without registration and SMS
In the book “Your Own MBA,” Josh Kaufman will make you look differently at studying at universities, business schools, and colleges on the one hand, and at self-education on the other. According to the author, only a person’s desire and desire to develop can turn an ordinary employee into a real leader who will dashingly manage the company and his subordinates. The author does not express the idea that higher education is useless. On the contrary, Mr. Kaufman tries to explain that this is not the only true way to achieve success and having a diploma does not indicate the presence of the necessary knowledge.
What does this book teach you: “Your own MBA. Self-education 100%”?
Josh Kaufman, in his book “Your Own MBA,” shares all his experience and knowledge that will help you understand the basics of business and marketing in the shortest possible time.
Guided by Mr. Kaufman's manual, you:
- Gain knowledge about the world of commerce and understand how it works;
- Learn to manage your subordinates, setting them up to perform tasks productively;
- You will understand how to act in crisis situations and how to solve business problems.
The book does not contain boring theory and unclear terms. It contains only valuable and useful information, effective strategies and sensible advice.
Who is the book “Your Own MBA” for?
The book “Your Own MBA” is suitable for newcomers to the business scene, as well as experienced entrepreneurs. If you have encountered difficulties while starting your own business, if you intend to make your company successful, if you are interested in the commercial world and its architectonics, then Josh Kaufman's practical guide is definitely for you.
