Making money is to a business what being healthy is to a body: you need it, you want as much as possible, but it’s not the purpose, it’s part of the process.
There; we’ve got that out of the way.
The purpose of the book is to provide a self-analysis checklist for entrepreneurs. When it comes to the skills we use (or would like to use) to make a living, many of us are self-taught. Often this leaves holes in our education. Some we’re aware of, others, we’re not. This book will help ferret out the latter and allow them to be filled in before they cause problems.
The ‘commonsense’ part of the title refers to the fact that little, if any, of this information is revolutionary in nature. Its purpose is to help you ensure your foundation is solid and complete.
When I talk about ‘entrepreneurs’ I’m referring both to those starting a business from scratch, and those who have the spirit that drives them to innovate and embrace risk, whether employed by someone else or pursuing an entirely non-remunerative mission.
