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However, far too basic for anyone with any experience or looking to start a business that's not online or 'knowledge' based.
I was really hoping to find more thorough market testing analysis than Google Trends, but hey, the book is ~$15 so what can you expect. For the vast majority looking to start a business, this will be insightful; everyone else, it's largely skippable.
An excellent book with a complete plan to understand the best product category to sell based on your personality. It goes on to demonstrate how to test market viability and potential for upselling. I thought the information was simple, practical and powerful. Just one concern to highlight – when I logged in to access the bonus material, the website offered me the “Choose Fast Track” course “worth $499” but discounted to $49. I bought the Choose Fast Track course, and it turned out to be a one-hour video overview of the Choose method detailed in the book, plus some handouts. I do not feel it was worth $499. Your mileage may vary. Anyway – the book is great.
I am not big on writing reviews. Takes too long and even when I like something, I just can be fussed - truth.
But for me this book, "Choose" and the prior book "ASK" are like air in a vacuum or a clearing in a forest. Yes, I know they are contrasting metaphors so I will briefly explain.
There is WAY TOO MUCH NOISE in the entrepreneur education space and most of it makes me feel like I've got to become something I'm not in order to succeed. Simultaneously, when you start looking for depth in many courses... you find there's a vacuum in the "I don't know a thing" area that is enormously hard to fill and often leaves people either a) investing a fortune into a business that will not work or b) being terrified and not starting at all.
I don't think you'll find those issues here.
This book eschews the traditional 'start a business' approach (I am a graduate in International Business Administration) which of then leads people to search for a product or problem. Choose takes a very different direction.
CHOOSE is a very simple straight forward guide - ok... it does get a bit wordy at times - and the HOWTO gets a little lost at times but frankly, there's enough info here that most people can probably suss a solution or way forward without help and relatively quickly.
I even thought of ways to use the content with my Brick and Mortar business (the book is aimed at guiding infopreneurship).
By the way, I like reading stories about real people so the stories don't bother me. If it's not for you, skip the stories... but I think you'll end up going back to read them. They are actually instructive in some 'mindset' ways.
My biggest takeaway? You don't have to be an expert to sell your knowledge about something. You just have to be 'know what you know" and be willing to do some research to help you find out if it's something other people also want to know. If you find a market to serve then... you're on your way. This book helps you find that market.
I work a lot with artist and the biggest challenge is finding a way to focus on your art without fulfilling the stereotype of 'starving artist'. I think this book is PERFECT for people who want to start a business without being spending a million and starting from nothing.
This book is not relevant for most Entrepreneurs inspire of what the title suggests. It is a guide to start educational / tutorial business. In fact, in the very first chapter the Author regard all other type of business ventures (such as Tech, Retail, etc.) as unattractive and tell the reader to build a Tutoring business. Thereon he limits the scope of book to education content business. Even the chapter titles are misleading. Also, there is lot of "beating around the bush" just to fill in the pages. There are very few valuable ideas throughout the bok that will possibly benefit vast majority of entrepreneurs.
I think most Entrepreneurs are better off invest time and money somewhere else.
IF you buy a book, THEN you should expect to get that book's content, right?
This book only includes SOME of its content: for the non-included worksheets, go to his website, give him your email, & then maybe you will have the content you paid-for earlier... ( I didn't obey the torqued-intimacy, obviously. Does he then require one's personal phone-#?? little-escalation after little-escalation? No idea: he crossed the line, not going anywhere near him. ).
Notice the similarity between this new "facebook"-style *leveraged-boundary-violation* and .. molesters.
Some of us are SO fed-up with what in a specific project would be called Feature-creep or in an enterprise be called Mission-creep, but when instituted by regimes, is exactly what FORCES humankind to resort to "revolution" to destroy the nonbreathing condition that the ruling "monarchs"/authorities/establishments/institutions/incumbents end up enforcing on all their "inferiors".
but normalizing *boundary-creep* negating self-determination & individual-validity, is far more vile than merely sinking a project, or an enterprise.. it sinks autonomy/validity, it sinks uninterfered self-determination, it sinks health & health-sense, it sinks our choice having its rights & space *within us*, & much more, as it progresses towards its unlimited dominion..
Yes there is some useful info in this, IF you are going to be producing expertise-product/service of some kind,.. ( if community is your motivation, then read the book on managing forums: it is key to that domain, as are the O'Reilly publisher books on Social sites' interfaces, & karma-system coding ) THEN read it, & resist his torqued-intimacy, getting the info you need from what portion of the book is actually included.
Read also Alex Osterwalder's "Business Model Generation"
& whomever's "Lead Right for YOUR Company's TYPE", that one should be given in high-school it is so important,
& maybe "Founder's Dilemmas" ( immensely important for starters, not for writers )
"1-Page Marketing Plan"
"The Grid" ( 9 categories one needs to make a business work right, tic-tac-toe like grid on its cover )
"The Start-Up J Curve"
"Attack of the 50-Foot Blockchain"
"How Markets Work"
"The Power of the 2x2 Matrix"
all the HBR "10" books, all their year books, like 2018 Best... etc.
"Playing to Win" ( Strategy )
"The Fine Print of Self-Publishing" & "The Story Grid" if doing books/ebooks...
Do well, but understand that HOW we work has consequences: it may be "normal" to molest everyone a little, nowadays, according to established surveillance-capitalism, but yin-style bullying *has consequences*, every bit as much as yang-style bullying does.
Making one's market have a grudge against you is *strategically* incompetent.
For example, "Market Brainstorm" chapter describes how to find which type of entrepreneur you are. Where is indeed market brainstorm tactics and strategy? A lot of personal stories in the book, almost whole book. I also bought Audible version. Reading it second time with Evernote and Kindle. I didn't want to waste time initially to write any review, especially negative... the book is up-sell, and I plan to join "MAX" offering from the author in the future. But so many irrelevant chapters. "Choose Your Market" is just personal story, "courage and grit", no any tactics, no strategy. Former dog trainer Frank Kern does better job in showing how to evaluate your idea (using Google, Facebook, Amazon, etc.) although it would cost $1500 :)
I rarely write reviews despite reading a few books at any given moment - I mostly consume books about business growth, marketing, copywriting, psychology and human performance in general. This book.. Oh where do I start.. See, I've been coaching and consulting entrepreneurs for years and my biggest challenge is not helping them get results: after managing thousands of marketing campaigns and running my own businesses since 2003 I've developed some skills, let me put it this way. My biggest challenge was always having enough time. Specifically, time spent on dealing with clients who struggle to get things off the ground because they are either 1. in the "wrong" market, or 2. do not even "get" how their market is defined, so they keep spinning their wheels - and I keep trying to guide them to either niche down or scale up so they can finally turn their half-baked new idea or existing stalled business into a thriving enterprise.. May be some of you can relate. How many times I prayed for a straightforward system that would clearly show how to nail that "perfect market" so I can simply give that system to my clients... and take them onboard after they verified their business idea, completely confident that we'll crush it together! I guess my prayers have been answered, because the book also includes worksheets I can share with clients and literally save me months of wasted time and energy. I must admit, I did not expect the process to be so thorough and detailed! It's not "business philosophy", it's like a set of operating procedures - reminded me of my agency years where we used somewhat similar methods to evaluate the market, but this book takes it a couple steps further, so if you're an "idea guy" like me, you'll have a lot of fun if you dare to actually implement the method Ryan is teaching. It can be scary - once you've invested in your idea already! I chuckled a few times reading his story, all the whacky ideas he actually tried before achieving any success. I thought "Yeah yeah I would never come up with THAT idea, I'm too smart!" ..And then it hit me.. I just recently started this new e-com business with my wife. But I never ran it through Ryan's process before: I thought I knew what I was doing! Like most of us.. so I couldn't make myself actually test my business idea using Ryan's "Bullseye" process... Boy was I relieved when I was able to verify that I'm actually on the right track with it! May be this is why I am so excited :) I kind of wish the book covered more tactical things like finding the ideal buyers on some cool hacks for finding buyers on social media or paid traffic networks so I could share it with my clients as well (plus, I just love digital marketing) but I guess that's not it's main purpose of the book, so it's fine. Whew, that's a long ramble. If you're still reading - just get the book and thank me later :) I will be buying the print version for myself, my clients and business associates, its' a real gem!
I've been in the marketing world for about 10 years now. I didn't really think this book would apply to me but boy was I wrong. The principles and the method taught in this book can save you YEARS of wasted effort simply by making the right choice from the beginning on WHO it is you're wanting to serve, instead of WHAT it is you want to build/sell.
Knowing this framework will also be super useful when I'm working with my clients on their marketing projects by helping them choose the right market to go after without having to spin our wheels chasing the wrong market.
I've been following Ryan for over 6 years now and he's the real deal. His methods are simple to understand and it's also things he's done within his own business so you know it's stuff that will work in the real world, not just untested theories.
I especially liked the Product Grid that he shares on page 13. He simplifies the various different business models into a simple 2x2 grid.
So if you're looking to start your first business or if you've already got a business and you want to start another one... this is a must read that will save you tons of time and wasted effort. I would definitely recommend this book!