Every business is born twice: first in someone’s head, then in real life. This book tells the story of that second birth. It’s a true story — one you’ll read in a single sitting — that, without you noticing, leaves you with the concepts that truly hold a company up: deciding, launching, getting it wrong, and fixing it.
It’s written for you if you dream of opening your first business, or already have one that isn’t taking off the way you expected. Keep its central truth: experience always pays for the mistake, if you have the strength and the decision to keep going.
