There are lots of books that offer advice on how to start a company – but the vast majority are wrong. As Enterprise Editor for the Financial Times, Jonathan Moules has profiled hundreds of companies and their owners. Here, he uses this knowledge to explain why, in many cases, the received wisdom on entrepreneurship isn’t necessarily the best way of achieving success.
Packed with examples of high-flying entrepreneurs who have done things differently – including the New York-based GILT Groupe and Silicon Valley advertising company Criteo – Moules demonstrates why you don’t need a business plan, why there’s nothing wrong with copying someone else’s idea, why you should put your prices up when things get tough, and why cutting costs can kill your business.
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