Become Your Own Boss in 12 Months

August 10, 2015
Readers may be so thoroughly caught up in Emerson’s enthusiastic and energetic approach to the how-tos of starting a business that it will be a while before they notice there’s less substance than sizzle. Emerson, self-identified as “America’s #1 Small Business expert,” exudes a contagious optimism and vibrant can-do attitude. Rather than asking readers what their strengths are, for example, her question is, “In what way(s) are you a rock star?” And, generally speaking, her advice is inarguable, e.g., “Keep good records.” But that solid advice would be even stronger if accompanied, for instance, by examples of a good budget worksheet or an accounts payable Excel file. Specific examples of strong website copy or a formatted press release would also be useful. Emerson does offer helpful sets of questions, such as what to ask when hiring an attorney, accountant, or employees, and is quick to provide the key components of marketing essentials. Emerson is strongest when offering encouragement, whether telling readers to “Create SMART goals” or to “always fill the pipeline.” For in-depth information about opening a business, however, readers will want to look elsewhere.