This book claims to get to the root of building a business and offers up some a few dozen "quotes" that should help you get on your way. Their examples are poorly expanded and this book offers nothing of substance. It's like to college kids who built a business and think they can become self-help gurus with their standard "we're awesome and you are too" mantra. This book doesn't go into any detail on any single concept. This book is to business what diet fads are to the fitness industry. Poorly developed, lack of detail, too much to be useful and very generic. If you really want something useful, begin with Blue Ocean Strategies or Start With Why. I wish i could return this doorstop.