I’ve written a few forewords in my life, but only for special books. Books that touched upon an entrepreneurial subject that had long ago been beaten to death but that did so with a verve, style, and substance that illuminated the well worn, weary subject in a way that stimulated a new and original take on it.
Of course, in my mind, this book is such a book.
How to create a different company, a company that takes the ordinary and delivers it as the extraordinary?
A company like so many examples in this book. a hot dog stand that isn’t just a hot dog stand. A photography business that isn’t just a photography business. In short, these are companies much like the greatest companies ever created—like apple, like Zappos, like starbucks, and like (I wish) so many more—but they are also companies you’ve probably never heard of. The owners of these companies learned and put into practice the fine art of turning a raw commodity into a blazingly original product.
And after all, that’s the point of this book—to demonstrate to you the innumerable ways in which you can make your company worth every penny, and even more.
So, to get a shot of entrepreneurial derring-do, and to take a true picture of what your company is doing (or could be doing), sit down, put your feet up, rest your weary soul, and read, read, read. You’re about to go on an unexpectedly exciting journey. I know, because I did. and I loved every second of it.
Michael E. Gerber author of the e-Myth books Founder, origination Founder and chief Dreamer, The Dreaming Room