November 24, 2001
Jack Covert Selects: Jack Covert Selects - The Startup Garden
I must start this off with the disclaimer that I havent made a habit of reading Entrepreneurial/Small Business books for JCS reviews because I assumed that most of youmy customerswerent really interested in small business books. In my desire to know my clients better, I have been connecting with some of you, and found out that inclusion of this type of book would really be appreciated. That said, I would have reviewed this book anyway, because this author can really write. This is the book that you will want to read when you are mulling over that brilliant idea for a new small business, and either arent convinced its as good an idea as you think it is, or not sure of what your next step is.
Ehrenfeld uses the garden as a metaphor through which he gives the reader real solid business principles. Identify the seed to grow; Nourish and feed the plant as it grows; Identify how to move from tending the plant to becoming a gardener, and more. He provides a step-by-step analysis of the business, and the financial, managerial, and marketing skills needed to make a dream business a reality. By including case studies, Ehrenfeld will make you confident that you too can be a successful small business owner. Also, at the end of each chapter, Ehrenfeld puts a huge amount of incredibly valuable information right at your fingertips. He not only has a takeaway section, he has quotes by successful business people, along with a Resources section that is the best I have seen. In this Resources section, not only does Ehrenfeld list books that add depth to his own chapter information, he gives a spot-on paragraph review of each book.
What really appealed to me about the book are the case studies, anecdotes, and especially his breezy, fun-to-read writing style. However, the real staying power of this book is in its resources and its ability to help you through all facets of owning and growing a small business.
About Dylan Schleicher
Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.