This book reads like an infomercial. Poorly substantiated claims, loose organization, base writing style, dubious information, and assertions that everything you have been told before is wrong. This book is NOT for professional entrepreneurs! The author employs schoolyard humor and juvenile writing; I found it insultingly low-brow. This is not how professionals communicate. Would you take driving advice from someone driving a car that is falling apart and mashed up? Probably not. Then why would you take professional advice presented in an unprofessional manner? The author also fails to back up many of his claims and theories. Didn't we all learn to support an argument or statement with facts, examples, and to examine our own claims through the eyes of skeptic? Look around at others who are successful in business, like your bank's president, the manager of the large restaurant in town, the sales manager at the large retail outlet you wish to sell to. Do you believe these people think and behave the way this author suggests? Doubt it. I'm not saying that fresh ideas and novel approaches are not needed- of course they are- but business fundamentals, like a business plan are not outdated or unneeded. Use your head, or you'll be stuck trying to sell drivel to the unsuspecting masses, like the infomercial folks and this author.