Academic journal article Career Planning and Adult Development Journal

Business Marketing

Academic journal article Career Planning and Adult Development Journal

Business Marketing

Article excerpt

Chapter summary: The following book reviews offer various strategies for starting and running a successful business. The reader will gain insight on powerful marketing tips and tools for owning a business. From innovative business techniques, to realistic risks and rewards, to becoming an entrepreneur, the following reviews will aid the budding entrepreneur to market and run his or her own business.

The Engine of America: The Keys to Small Business Success From Entrepreneurs Who Have Made It! (2007) by Hector Barrete. Reviewer: Kate Duttro

The Entrepreneur Equation: Evaluating the Realities, Risks, and Rewards of Having Your Own Business (2011) by Carol Roth. Reviewer: Dale S. Brown

How to Acquire Clients: Powerful Techniques for the Successful Practitioner (2002) by Alan Weiss. Reviewer: Judy Kaplon Baron.

Value-Based Fees: How to Charge - and Get - What You're Worth: Powerful Techniques for the Successful Practitioner (2002) by Alan Weiss. Reviewer: Karsten Siebert

The Engine of America: The Keys to Small Business Success From Entrepreneurs Who Have Made It! by Hector Barreto 2007. New York: John Wiley & Sons. 233 pages, Cloth. $ 24.95

Book's Purpose or Theme:

Hector Barreto tells business start-up stories of dozens of entrepreneurs who succeeded despite incredible challenges, and in the process he explains many of the dos and don't s of starting a business.

Brief Summary of Content:

Section one recounts Barreto 's own story of his lifelong involvement in small business, which actually began with his father, who came to the US on a work visa and in the late 1950s began a Mexican restaurant in Kansas. Young Hector was thrown into running one of his father's three restaurants when the senior Barreto (having also started a very successful Hispanic Chamber of Commerce and becoming involved in national politics) was invited to Washington, DC. to advise President Reagan. Hector also became active in politics, including serving five years as the head of the U.S. Small Business Administration under George W. Bush. The author's many stories of small business success come from all around the U.S.

Section 2 describes his view of The Principles of Success, with emphasis on planning, being aware of the information needed to avoid pitfalls; being able to challenge conventional wisdom; the relationship of mistakes, risk and change; the need to find a niche, the need to choose partners and employees carefully; and the ability to survive unpredictable disasters. Section 3 describes The Tools of Success. It begins with advice on where to find critical answers and help. He stresses the potential for small businesses to supply goods and services to different large government agencies, as well as from large businesses, and describes the need for capital.

Section 4 summarizes how to succeed and encourages entrepreneurial effort. Barreto reiterates the general principles for entrepreneurial success by explaining alphabetically-inspired lists of success principles from the business entrepreneurs and bankers whose stories he shared earlier in the book. The penultimate chapter, You Can and Will Succeed, has the tone of a pep-talk by an entrepreneurial uncle telling his story, based on the principle IfI can do it, you can do it, and here's how you should do it. Section 5 includes 9 pages of online resources for the small business entrepreneur to find appropriate help and more advice.

The Most Useful Things Learned from the Book:

The book is a simply written primer for budding entrepreneurs, and could be helpful to readers perhaps as early as middle school, particularly for those in socio-economic sectors that are not well served in the US. It is a call to action for those who want to own and build a small business into a larger one. The author teaches through stories, and makes the arduous task of starting a business and turning it into a successful larger business appear possible, because so many of the seemingly ordinary people in the stories have succeeded beyond even their own dreams. …

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