Go it Alone (book review)
October 12, 2006
I should begin by saying that I am quite in sympathy with this book’s thesis, which can be boiled down (to oversimplify a bit) to one phrase: Do what you do best, and outsource the rest. In starting my own business, that is exactly what I am doing.
Bruce Judson, the author, brings out some great reasons for pursuing “light footprint” entrepreneurship (my term, not his). So many functions and so much technology can now be outsourced, via web-enabled communications and applications, that a world of opportunity is now open which could not be dreamed of a decade ago.
One of the effective marketing approaches employed by Judson was to make the entire text of the book available on the web. If his bet was that this would entice a serious reader to buy the book after sampling some good content, then it worked in my case. I’d far rather read a printed book that scan a monitor.
If you’re thinking about starting a one-person or very small business, I think the content here will be quite helpful and a needed boost of encouragement. However, the book (and website) are not without flaws.
First of all, the book is over 200 pages. It could easily have been 80-90, with better editing. There is a lot of repetition, redundancy, repeating himself, and using the same examples over and over and over again. The overall structure is not tight – too sprawling. And, in various places in the book, various resources are offered on the website – but when you go to the site, no such resources are to be found (the site design is also very amateurish, including even a misspelling on one of the main categories).
That said, I’d buy the book over again, because it has been an encouragement and affirmation for my chosen course of entrepreneurship. Despite the less-than-optimal execution, Judson is “onto something”, and that’s the main thing. If you’re going to “Go it Alone”, you’ll derive some serious value from this book.
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