Go It Alone

The Secrets of Building a Successful Business on Your Own

by Bruce Judson

Number of pages: 240

Publisher: Harper Business

BBB Library: Entrepreneurship

ISBN: 9780060731137

About the Author

Bruce Judson is the founder of several successful go-it-alone businesses, he is Faculty Fellow at the Yale School of Management and was named by Advertising Age as one of the nation's top interactive marketers in the magazine's first-ever list.


Editorial Review

Only few of us feel that we set our work at what we do best, and are doing what we most love doing. People who are unhappy at work can't use their unique skills. They feel they are wasting an important part of their lives. What should they do then? Their ultimate option is: starting a business on their own. The business world is full of enormous opportunities. So, it’s no surprise that we all dream of starting our own businesses.  Yet, only few of us make the leap to this fundamental aspiration.  What holds back the rest of us is nothing but a set of wrong assumptions and myths about how to start a substantial business. Conventional wisdom is just plain wrong. It only works to defuse our desire to start a business

Book Reviews

"This engaging, if optimistic, primer insists that you don't need much capital, or much risk-taking, to start a business. Indeed, according to Yale School of Management professor Judson, author of Netmarketing and himself the founder of several allegedly successful small firms, the time has never been better for startups." Publishers Weekly

"If you report to work each morning only to return home devoid of any true satisfaction, you can take solace in the fact that there are options. Specifically, you can make a calculated decision to build your own business and, if the task seems like a daunting one, spending a few hours reading Bruce Judson’sGo It Alone! The Secret to Building a Successful Business on Your Ownis great way to initiate the process."

"Year after year, surveys show that “owning my own business” is a goal for over half of the working adult population. Despite that, very few people actually muster the courage to actually start a business. That’s a shame: starting and running a business can be much easier than you think. The premise ofGo It Aloneis simple: you can create a profitable business all by yourself, without employees, loans, or venture capital funding. Even better, your new business doesn’t have to be “small”: with some smart thinking and advance planning, there’s no limit to your potential profitability." Josh Kaufman

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Wisdom to Share

What holds back the rest of us is nothing but a set of wrong assumptions and myths about how to start a substantial business.

You are better off spending your time and effort learning from your competitors and monitoring them, rather than hiding from them.

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Be the master of your ship. People gained their courage by facing their fears instead running away from them.

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Until you have generated at least one client that you did not know before you started consulting, you have not succeeded.