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Book Review: Disciplined Entrepreneurship

by Bill Aulet
by Bill Aulet

Human history has seen certain occupations lifted to a pedestal during a particular era. What explorers were to the Age of Discovery and artists were to the Renaissance, entrepreneurs now occupy places of highest esteem in today’s global marketplace. However, MIT professor and serial entrepreneur Bill Aulet takes a different view of the start-up. In his book Disciplined Entrepreneurship: 24 Steps to a Successful Startup, he’s not looking to knock down the entrepreneur’s pedestal but instead raise the masses to the same level. This practical guide to bootstrapping your business is now available as a Soundview Executive Book Summary.

If you’re currently entrenched in a large organization and thinking of striking out on your own, you might want to consult Aulet’s book before you start courting venture capital. Disciplined Entrepreneurship delivers compact doses of truth alongside the questions you need to answer to rapidly start and grow a business. Aulet is not afraid to take a hammer to some rock-solid myths, such as the belief that an entrepreneurial venture is commonly the work of a lone hero CEO.

The 24 steps in Disciplined Entrepreneurship are grouped into six themes. Each set of steps answers one of six questions: Who is Your Customer, What Can Your Customer Do For You, How Does Your Customer Acquire Your Product, How Do You Make Money Off Your Product, How Do You Design & Build Your Product, and How Do You Scale Your Business? All of the steps reinforce Aulet’s overarching theme that entrepreneurship can be taught. None of the questions can be properly answered without the reader first answering the question that Aulet suggests every would-be entrepreneur answer: What can I do well that I would love to do for an extended period of time.

If you are able to answer that question, you’ve taken an important first step. Disciplined Entrepreneurship will help you put the right foot forward on all 24 steps that follow.

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