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Choose: The Single Most Important Decision Before Starting Your Business Hardcover – April 30, 2019

by Ryan Levesque (Author)

4.5 389 ratings

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What type of business should you start?

For the past 10 years, Inc. 500 CEO and #1 national best-selling author, Ryan Levesque--featured for his work in the Wall Street Journal, USA Today, Forbes, and Entrepreneur--has guided thousands of entrepreneurs through the journey of answering this question.

One of the biggest reasons why so many new businesses fail is because in the quest to decide what business to start, most of the conventional wisdom is wrong.

Instead of obsessing over what--as in what should you sell or what should you build--you should first be asking who. As in who should you serve?

The what is a logical question that will come soon enough. But choosing your who is the foundation from which all other things are built.

That is what this book is all about.

If you've ever had the dream to start your own business, become your own boss, or do your own thing--but have been afraid to take the leap and screw up your already good life--this book is for you.

You will find the meticulously tested, step-by-step process outlined in the book is easy to follow, despite being the result of a decade of research and experience. This process, designed to minimize your risk of failure and losing money up front, coupled with the inspiring stories of everyday people who have used this process to launch successful businesses, will not only give you clarity on what type of business to start, but also the confidence to finally take that leap and get started.

From the Publisher

WARNING: California’s Proposition 65

Editorial Reviews

Review

“This is a must-read. Ryan is a great business mentor, and he’ll save you a tremendous amount of time and money with this book.”
— Brendon Burchard, #1 New York Times best-selling author of High Performance Habits

“Starting a business may be the riskiest thing you’ll ever do. In Choose, Ryan Levesque cuts the risk down to size, helping you make the single, biggest choice you face: selecting the right market.”
— Michael Hyatt, New York Times best-selling author of Your Best Year Ever

“Too many aspiring entrepreneurs focus on the wrong questions. Choose is a game-changer for anyone who wants to start a business.”
— Dorie Clark, author of Entrepreneurial You and Stand Out, adjunct professor, Duke University Fuqua School of Business

“Whether you’re looking to start your first side-hustle or you are a serial entrepreneur looking to launch your next million-dollar venture, stop what you are doing and read this book right now!”
— Kevin Harrington, original shark from the hit, Emmy-winning show Shark Tank and author of Key Person of Influence

“For any entrepreneur who wants to start or grow a business, Choose eliminates the fear and overwhelm by simplifying the process in a way you won’t find anywhere else.”
— Hal Elrod, #1 best-selling author of The Miracle Morning book series

“Ryan Levesque gives you something I’ve never seen before—a detailed process to analyze any business model and market, and systematically answer the single most important question . . . will this actually work?”
— Jeff Walker, #1 New York Times best-selling author of Launch

“Choose passion. Choose creativity. Choose to grow. Choose your own business, your own success, and your own future. Choose to explore and experiment, to fail and then flourish. Choose meaningful over mindless. Choose to create a life that you love madly. Your first step? Choose this book, Choose.”
— Sally Hogshead, New York Times best-selling author of Fascinate and How the World Sees You and CEO, How to Fascinate

“Before you can scale up your business, you have to decide what business you’re in. Choose is a book every aspiring entrepreneur must read before launching their business or entering a new market.”
— Verne Harnish, founder, Entrepreneurs’ Organization and best-selling author of Scaling Up

“50% of Americans dream of starting their own business. But only 5% make that dream a reality because most are afraid or just don’t know what to do or where to start. This book is about to change that second statistic forever.”
— John Assaraf, New York Times best-selling author of Having It All and co-author of The Answer

“If I were starting out again, I’d be using Ryan’s strategy to help me figure out and test ideas. His approach is straight out of Ready, Fire, Aim—adapted to today’s amazing digital-based tools.”
— Michael Masterson, best-selling author of Ready, Fire, Aim

“Ryan has reduced choosing your market to a sequence of precision quadrants that nullify your chances of diving into an empty swimming pool, breaking your neck, and plunging your family into ruin.”
— Perry Marshall, co-author of Ultimate Guide to Google AdWords and Ultimate Guide to Facebook Advertising, and author of 80/20 Sales & Marketing

About the Author

Ryan Levesque is the Inc. 500 CEO of The ASK Method® Company, an entrepreneur, and the #1 national best-selling author of Ask, which was named by Inc. as the #1 Marketing Book of the Year and by Entrepreneur as the #2 Must-Read Book for Budding Entrepreneurs. His work has been featured in the Wall Street Journal, USA Today, Forbes, and Entrepreneur, and over 250,000 entrepreneurs subscribe to his email newsletter offering business advice. He is also a co-founder and investor in bucket.io®, a leading marketing funnel software for entrepreneurs.

A certified AFOL (Adult Fan of LEGO), Ryan lives with his wife, Tylene, and their two boys in Austin, Texas.

Product details

Publisher ‏ : ‎ Hay House Business; Illustrated edition (April 30, 2019)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 240 pages
ISBN-10 ‏ : ‎ 1401957471
ISBN-13 ‏ : ‎ 978-1401957476
Item Weight ‏ : ‎ 14.4 ounces
Dimensions ‏ : ‎ 5.75 x 0.83 x 8.75 inches

Best Sellers Rank: #399,829 in Books (See Top 100 in Books)
- #351 in Marketing & Consumer Behavior
- #1,687 in Marketing (Books)
- #2,621 in Entrepreneurship (Books)

Customer Reviews:
4.5 389 ratings

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Ryan Levesque

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Ryan Levesque is a 7-time Inc. 5000 CEO & Founder, and 2-time #1 National Best-selling Author. He's generated over 100M in revenue and has successfully sold two of his companies. His work has been featured in the Wall Street Journal, Harvard Business Review, Forbes, Entrepreneur, and NBC News. Today he serves as a Strategic Advisor to multiple businesses, is working on his next book, and writes a weekly email newsletter “The Digital Contrarian” offering Unconventional Business Wisdom to over 100,000+ subscribers. He and his wife and two boys live on their family farm, where they actively raise and grow their own food and conserve the land using regenerative, holistic practices.

Customer reviews

389 global ratings

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Customers say

Customers find the book provides useful information and guidance for starting a business. They appreciate the clear, step-by-step approach that makes it easy to understand and follow along. The content is described as great, brilliant, and practical. Readers say it helps them focus their energy and eliminate overwhelm. They find the book offers good value for money and is practical and tactical, helping beginners sidestep some initial decision making. Overall, customers feel the book provides clarity and focus for beginners.

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Information quality Step bystep Readability Energy level Value for money Ease of use Clarity Actionable

30 customers mention "Information quality"30 positive0 negative

Customers find the book provides useful information about starting a business. It helps them identify and qualify ideas, create a business plan, and focus on their superpowers. The book includes stories and case studies to illustrate its points.

"...There are also a number of interesting real-life case studies and examples and Ryan's own personal entrepreneurial journey..." Read more

"...-STORIES - This book is rich with stories and case studies to drive home the points... which also makes it feel doable and achievable. -..." Read more

"...All in all, this is an extremely unique approach and the book doesn't hold anything back...." Read more

"...He even gives you a unique formula for creating a business plan around your superpower...." Read more

21 customers mention "Step bystep"21 positive0 negative

Customers find the book's approach easy to understand and follow. They appreciate the succinct, efficient use of time. The book breaks down the process into manageable steps, making it feel achievable. Readers mention the process uses free tools and resources.

"...And, to his credit, the process uses tools and resources that are free and at the disposal of anyone with an internet connection...." Read more

"...and case studies to drive home the points... which also makes it feel doable and achievable. - BONUSES - The book that keeps on giving!!..." Read more

"...check it out if you're looking for a way to reliably & systematically evaluate whether or not your next business idea is a setup for failure, or..." Read more

"...The Choose book breaks it down for you, it gives you the framework to not only pick the right market to go into but really nail down the "Market..." Read more

16 customers mention "Readability"16 positive0 negative

Customers find the book easy to read and engaging. They say the content is good, and the author provides a practical approach to entrepreneurial ventures.

"...have the hope that "one day" you might have your own gig, this book is a must read...." Read more

"...on choosing your next business idea or market to enter, the book doesn't disappoint...." Read more

"...into your true potential with your existing business ... this book is a must-read!" Read more

"After reading Choose my eyes were opened to some really amazing, actionable tests that I can do to see if a market is worth diving into...." Read more

11 customers mention "Energy level"11 positive0 negative

Customers find the book helpful for enhancing learning and eliminating overwhelm. They say it helps them focus their energy, save time, and money. The writing style is praised as eloquent and motivating. Readers appreciate the mindset shift from "what should I sell" to "who should I serve". The book helps them identify the targeted keywords they were struggling to find.

"...He's literally mapped the exact process for finding or verifying a profitable business idea...." Read more

"...to explain the content and enhance learning. Plus you can quickly find these resources by the "pointer" icons that are provided throughout...." Read more

"...it's not a magic pill, it's not a million dollar lottery ticket...it's a guide, a tool, a lite path from a person that's entered 23 markets and..." Read more

"...This was very helpful because it allowed me to focus my energy. I will find something to do or I will team up with someone to come up with an idea." Read more

11 customers mention "Value for money"11 positive0 negative

Customers find the book provides good value for money. They say it's easy to read and understand, with good ideas on making money online. The book helps them cut overhead and become profitable from the start.

"...thing I especially like is that it's not just about finding a profitable business idea (although that's definitely a plus of the book) but it's also..." Read more

"...I found this to be so valuable, plus - who doesn't love to discover more about themselves and how they can be more successful? ;)..." Read more

"...around the 5 Market Must Haves in Chapter 7 alone are worth the price of the book!..." Read more

"...Let's get to serving our people better and making money more easily. And we can all start with this book, Choose." Read more

9 customers mention "Ease of use"9 positive0 negative

Customers find the book helpful and practical for beginners. They say it helps them avoid making bad decisions and move forward with confidence. The book is described as a guide, tool, and light path that works.

"...magic pill, it's not a million dollar lottery ticket...it's a guide, a tool, a lite path from a person that's entered 23 markets and has learned..." Read more

"...This system seems like it will work best for anyone starting out, or anyone looking to evaluate new product/service ideas..." Read more

"...This is what I'm gonna do and have a decent opportunity of success (massive opportunity compared to the universe of startup statistics!)."..." Read more

"...of entrepreneurialism myself, I found this book to be incredibly helpful, and wish that I could have read it years ago, when I first launched my..." Read more

7 customers mention "Clarity"7 positive0 negative

Customers find the book clear and easy to understand, with good ideas for making money online. It's well-written and focused on beginners.

"...CLARITY - This book helps with clarity. It helps you get crystal clear on what business is worth pursuing in a niche that has "..." Read more

"...an entrepreneur for a while now, you have so much to gain from this easy read. I cannot recommend this book highly enough!" Read more

"...what you need to understand and make actionable decisions; eloquent writing style; motivational energy; and passion for his craft...." Read more

"Well written with good ideas on making money online! Easy to read and understand." Read more

6 customers mention "Actionable"6 positive0 negative

Customers find the book's steps for testing your market authentic and ruthless. They appreciate the real-world examples and fact-based, proven methodology. The book helps them find and identify their market sweet spot in the health and wellness space.

"...market and business idea, it provided a method to find and identify my market sweet spot in the health and wellness space...." Read more

"After reading Choose my eyes were opened to some really amazing, actionable tests that I can do to see if a market is worth diving into...." Read more

"...His approach is easy to follow, but ruthless in its testing of potential markets. It could save years and untold money!..." Read more

"...to making sure you have what you need to understand and make actionable decisions; eloquent writing style; motivational energy; and passion for his..." Read more

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Michelle Falzon
Clarity and focus for beginners... but also some real gems for experienced business owners
Reviewed in the United States on May 1, 2019
Verified Purchase

I've been a marketing strategist and a business owner for more than 25 years, having started and sold multiple companies and also helped hundreds of other business owners to start, grow and market their businesses.

And the problems of knowing what business to start, what market to focus on and what business model will actually work are deep and universal.

I've seen people put literally years into a business idea that was flawed from the start. And it's heartbreaking.

I wish they'd had this book!

In Choose, Ryan Levesque does something I've never seen before. He's literally mapped the exact process for finding or verifying a profitable business idea. He lays out the nuts and bolts of exactly what makes the difference between a business idea that is going to flop vs one that's going to flourish.

Not in some dry text book way that is so obscure and complex that no one can follow. And not in some broad, generic way like many business books and courses do. But in an actual step by step way that offers a process you can literally get done as you follow along with the book.

And, to his credit, the process uses tools and resources that are free and at the disposal of anyone with an internet connection.

One thing I especially like is that it's not just about finding a profitable business idea (although that's definitely a plus of the book) but it's also about finding a business idea that is most suited to your entrepreneurial type (there's an interesting assessment you can take to find out what type of business you should start that's part of the book and he gives links to other free supporting resources like worksheets and checklists that are also super helpful).

There are also a number of interesting real-life case studies and examples and Ryan's own personal entrepreneurial journey (including some unvarnished mistakes he made along the way) that bring a lot of the process alive and also act as inspiration. Starting a business isn't easy and he doesn't sugar coat that, but it is inspiring to see what's possible when you give yourself the best chance of succeeding by starting with a viable model and idea.

While it touches on various business model types, it's mostly geared towards Levesque's recommended model type - creating an Education and Expertise business, but there are gems for any business owner.

If you're starting a business, or even have the hope that "one day" you might have your own gig, this book is a must read. I'd also recommend it even for experienced business owners who might be looking to expand into a new market or pivot what they're already doing - Levesque's process will help bring clarity about "what's next".

I've already recommended it to my friends, colleagues and clients. Worth a read.

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20 people found this helpful

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Amazon Customer
The Tagline is 100% True: "The Single Most Important Decision Before Starting Your Business"
Reviewed in the United States on May 10, 2019
Verified Purchase
As a BPR and process improvement consultant for years... I always made recommendations to clients based on data, on fact, and black and white certainty... And when certainty was "unavailable" I would always try to figure out how to collect information to bring in more clarity and fact... in an effort to make fact based decisions. Running a business... making changes to a business and definitely starting a business on a "hunch" does NOT lead to long-term sustainability, growth nor profitability.

That's where Choose comes in! ... Had I had this book when I first became an Entrepreneur, I would not have played so small or safe at initial launch... because I would have gone through the steps in this book to help bring more certainty into my decision to start my business.

There are so many things that I like about this book but I'll try to keep this brief and to the point...

- STEP BY STEP INSTRUCTIONS: As I mentioned above, I'm a process person by nature. It's the way my brain thinks. Which is why I LOVE the 3 Stages and 9 Steps within the book. In my mind I can visually see the process flow of how this everything works [refer to my attached pic]. This also helps to eliminate overwhelm. Just take it one step at a time.

- RESOURCES - Throughout the book there are worksheets, graphs, lists, assessments, etc. to explain the content and enhance learning. Plus you can quickly find these resources by the "pointer" icons that are provided throughout.

- CLARITY - This book helps with clarity. It helps you get crystal clear on what business is worth pursuing in a niche that has "proven"/"researched"/"legitimate" success potential. This means you won't WASTE your time at the beginning wondering if your idea will work and you won't play it small.

-STORIES - This book is rich with stories and case studies to drive home the points... which also makes it feel doable and achievable.

- BONUSES - The book that keeps on giving!! Ryan provides a web address to obtain bonus content and material to help with and support the concepts in the book... For example, within Step 3 you can download a worksheet to help with the "Business Idea Brainstorm" activity . And GET THIS... one of the Bonuses is Ryan's 25 most lucrative, profitable niche ideas. Do what?? Really!! YES!!! He shares all of his research with you to save you time and point you in the right direction!!

- EPILOGUE - I have to admit that I'm one of those readers that starts a book but sometimes doesn't make it all the way to the end. Not the case with this one... and I'm very glad I stayed with it! Just wait until you read the Epilogue, which is a letter to his sons. #tearjerker full of insight and advice! #seekprogressnotperfection

This book is full of insight regardless of where you currently are in your Entrepreneur journey.

Enjoy!!! - GeNienne

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Amazon Customer

The Tagline is 100% True: "The Single Most Important Decision Before Starting Your Business"

Reviewed in the United States on May 10, 2019
As a BPR and process improvement consultant for years... I always made recommendations to clients based on data, on fact, and black and white certainty... And when certainty was "unavailable" I would always try to figure out how to collect information to bring in more clarity and fact... in an effort to make fact based decisions. Running a business... making changes to a business and definitely starting a business on a "hunch" does NOT lead to long-term sustainability, growth nor profitability.

That's where Choose comes in! ... Had I had this book when I first became an Entrepreneur, I would not have played so small or safe at initial launch... because I would have gone through the steps in this book to help bring more certainty into my decision to start my business.

There are so many things that I like about this book but I'll try to keep this brief and to the point...

- STEP BY STEP INSTRUCTIONS: As I mentioned above, I'm a process person by nature. It's the way my brain thinks. Which is why I LOVE the 3 Stages and 9 Steps within the book. In my mind I can visually see the process flow of how this everything works [refer to my attached pic]. This also helps to eliminate overwhelm. Just take it one step at a time.

- RESOURCES - Throughout the book there are worksheets, graphs, lists, assessments, etc. to explain the content and enhance learning. Plus you can quickly find these resources by the "pointer" icons that are provided throughout.

- CLARITY - This book helps with clarity. It helps you get crystal clear on what business is worth pursuing in a niche that has "proven"/"researched"/"legitimate" success potential. This means you won't WASTE your time at the beginning wondering if your idea will work and you won't play it small.

-STORIES - This book is rich with stories and case studies to drive home the points... which also makes it feel doable and achievable.

- BONUSES - The book that keeps on giving!! Ryan provides a web address to obtain bonus content and material to help with and support the concepts in the book... For example, within Step 3 you can download a worksheet to help with the "Business Idea Brainstorm" activity . And GET THIS... one of the Bonuses is Ryan's 25 most lucrative, profitable niche ideas. Do what?? Really!! YES!!! He shares all of his research with you to save you time and point you in the right direction!!

- EPILOGUE - I have to admit that I'm one of those readers that starts a book but sometimes doesn't make it all the way to the end. Not the case with this one... and I'm very glad I stayed with it! Just wait until you read the Epilogue, which is a letter to his sons. #tearjerker full of insight and advice! #seekprogressnotperfection

This book is full of insight regardless of where you currently are in your Entrepreneur journey.

Enjoy!!! - GeNienne

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Kindle Customer
Pick a good market using comps
Reviewed in the United States on May 31, 2019
Verified Purchase
Basically, Ryan explains how to research your market ideas for an education/expertise business and compare them to criteria from previously successful businesses. If they match, contine to the Booker Ask, if they don't match, come up with more ideas.

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George Mindrila
Good book
Reviewed in Germany on September 28, 2024
Verified Purchase

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Nikolai B
This one book will save me years!
Reviewed in Canada on April 30, 2019
Verified Purchase
I rarely write reviews despite reading a few books at any given moment - I mostly consume books about business growth, marketing, copywriting, psychology and human performance in general.
This book.. Oh where do I start.. See, I've been coaching and consulting entrepreneurs for years and my biggest challenge is not helping them get results: after managing thousands of marketing campaigns and running my own businesses since 2003 I've developed some skills, let me put it this way.
My biggest challenge was always having enough time. Specifically, time spent on dealing with clients who struggle to get things off the ground because they are either
1. in the "wrong" market, or
2. do not even "get" how their market is defined,
so they keep spinning their wheels - and I keep trying to guide them to either niche down or scale up so they can finally turn their half-baked new idea or existing stalled business into a thriving enterprise.. May be some of you can relate.
How many times I prayed for a straightforward system that would clearly show how to nail that "perfect market" so I can simply give that system to my clients... and take them onboard after they verified their business idea, completely confident that we'll crush it together! I guess my prayers have been answered, because the book also includes worksheets I can share with clients and literally save me months of wasted time and energy.
I must admit, I did not expect the process to be so thorough and detailed! It's not "business philosophy", it's like a set of operating procedures - reminded me of my agency years where we used somewhat similar methods to evaluate the market, but this book takes it a couple steps further, so if you're an "idea guy" like me, you'll have a lot of fun if you dare to actually implement the method Ryan is teaching. It can be scary - once you've invested in your idea already!
I chuckled a few times reading his story, all the whacky ideas he actually tried before achieving any success.
I thought "Yeah yeah I would never come up with THAT idea, I'm too smart!" ..And then it hit me.. I just recently started this new e-com business with my wife. But I never ran it through Ryan's process before: I thought I knew what I was doing! Like most of us.. so I couldn't make myself actually test my business idea using Ryan's "Bullseye" process...
Boy was I relieved when I was able to verify that I'm actually on the right track with it! May be this is why I am so excited :)
I kind of wish the book covered more tactical things like finding the ideal buyers on some cool hacks for finding buyers on social media or paid traffic networks so I could share it with my clients as well (plus, I just love digital marketing) but I guess that's not it's main purpose of the book, so it's fine.
Whew, that's a long ramble. If you're still reading - just get the book and thank me later :)
I will be buying the print version for myself, my clients and business associates, its' a real gem!

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Ash
How to choose your market - done simple and easy
Reviewed in India on May 7, 2019
Verified Purchase
Read the book in literally 2 hours -- super fast, efficient, and straight to the point on how to choose your business focus / niche / target. Have searched for this for a long time. The other 8 steps around knowing the business model that fits your personality is just a bonus to the real filtering process of picking the niche. Heard Ryan speak on Andrew's Mixergy podcast. Purchased it right after, and now I'm well on my way to testing my business idea.

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human bean
Honestly? I Have already recommended this book to Dozens of People!
Reviewed in the United Kingdom on May 4, 2019
Verified Purchase
I am not big on writing reviews. Takes too long and even when I like something, I just can be fussed - truth.

But for me this book, "Choose" and the prior book "ASK" are like air in a vacuum or a clearing in a forest. Yes, I know they are contrasting metaphors so I will briefly explain.

There is WAY TOO MUCH NOISE in the entrepreneur education space and most of it makes me feel like I've got to become something I'm not in order to succeed. Simultaneously, when you start looking for depth in many courses... you find there's a vacuum in the "I don't know a thing" area that is enormously hard to fill and often leaves people either a) investing a fortune into a business that will not work or b) being terrified and not starting at all.

I don't think you'll find those issues here.

This book eschews the traditional 'start a business' approach (I am a graduate in International Business Administration) which of then leads people to search for a product or problem. Choose takes a very different direction.

CHOOSE is a very simple straight forward guide - ok... it does get a bit wordy at times - and the HOWTO gets a little lost at times but frankly, there's enough info here that most people can probably suss a solution or way forward without help and relatively quickly.

I even thought of ways to use the content with my Brick and Mortar business (the book is aimed at guiding infopreneurship).

By the way, I like reading stories about real people so the stories don't bother me. If it's not for you, skip the stories... but I think you'll end up going back to read them. They are actually instructive in some 'mindset' ways.

My biggest takeaway? You don't have to be an expert to sell your knowledge about something. You just have to be 'know what you know" and be willing to do some research to help you find out if it's something other people also want to know. If you find a market to serve then... you're on your way. This book helps you find that market.

I work a lot with artist and the biggest challenge is finding a way to focus on your art without fulfilling the stereotype of 'starving artist'. I think this book is PERFECT for people who want to start a business without being spending a million and starting from nothing.

Read it. Then Choose.

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Simon Rotelli
Il solito metodo infallibile per avviare un business di successo...
Reviewed in Italy on June 10, 2019
Verified Purchase
Questa volta però ho trovato diversi spunti interessanti, e soprattutto un metodo senza la pretesa di scientificità ma con una buona dose di buon senso.

Non esiterò a consigliarlo quando qualcuno dovrà avviare un'attività.

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Choose: The Single Most Important Decision Before Starting Your Business Hardcover – April 30, 2019

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Ryan Levesque

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The Tagline is 100% True: "The Single Most Important Decision Before Starting Your Business"

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5.0 out of 5 stars Clarity and focus for beginners... but also some real gems for experienced business owners

5.0 out of 5 stars The Tagline is 100% True: "The Single Most Important Decision Before Starting Your Business"

The Tagline is 100% True: "The Single Most Important Decision Before Starting Your Business"

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4.0 out of 5 stars Pick a good market using comps

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5.0 out of 5 stars Good book

5.0 out of 5 stars This one book will save me years!

5.0 out of 5 stars How to choose your market - done simple and easy

5.0 out of 5 stars Honestly? I Have already recommended this book to Dozens of People!

4.0 out of 5 stars Il solito metodo infallibile per avviare un business di successo...

Clarity and focus for beginners... but also some real gems for experienced business owners

The Tagline is 100% True: "The Single Most Important Decision Before Starting Your Business"

Pick a good market using comps

Good book

This one book will save me years!

How to choose your market - done simple and easy

Honestly? I Have already recommended this book to Dozens of People!

Il solito metodo infallibile per avviare un business di successo...