The Art of the Start 2.0: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything

Can Art Of The Start 2.0 really create careers, build new brands, transform lives? Heck, that’s its sole purpose. Not only can it help budding businesses and initiatives, it does more: it blasts away dilemmas, cushy alibis and convenient excuses. It’s an all-encompassing action plan - for action-oriented readers. (Spoiler alert: the other kind of reader will be, well, disillusioned.) As a long-time fan of Guy Kawasaki, familiar with his ideas and works, I’m glad to say that this book is nevertheless unexpectedly good. His whole trail-blazing career and his vantage point inform it and after all, he is in a league of his own. Yet Guy solves “the fundamental problem of experienced people” (that he too knows too much) by applying his unique gift of keeping it simple. For me, the book also carries a bonus - it’s like an unwritten writing course. The text is brilliantly efficient, which is impressive, as some of the ideas have previously been set to different formats - presentation slides, FAQ’s, interviews, webinars, etc. It is so smooth and fluid, so totally succinct, that the only place The Art of the Start 2.0 could go next (2.5?) is to become an app for portable devices. The text is also refreshingly candid. Guy repeatedly calls it what it is (vs. the artifice of PR, PC and widespread phoniness). Take for example a question about the hiring process: “Should we be honest about our startup’s weaknesses as well as strengths?”. Guy answers it like this: “Let me get this straight: you’re wondering whether you should lie to candidates, knowing that if they take the job, they’ll eventually discover that you startup sucks?”. No patience for pretense here, just the disarming truth - being no good to begin with, trying to hide it AND pretending it’s all somehow acceptable - is not acceptable. Virtually every page in the book is such a reminder to always be genuine. Much more than the title promises, that’s in fact sound life management. The text is quite funny on every page - just Guy being his usual amusing self. Still, he has done some heavy homework, while we all try to casually copy it from him. So whoever is serious about the success of his or her project in this life, will snap out of any daydreaming, grab a pencil and make notes about their own enterprise - after every paragraph. The text of the book may flow effortlessly, but the subject matter is anything but - and the author is the dead-serious, no-nonsense, been-there-done-that voice of reason, which none of us can afford to ignore. AOTS2.0 has convinced me that success is a ruthless numbers’ game, and that we stand only one chance in it - to play selflessly, conscientiously and passionately. It also lays out exactly how to do it. If you are willing to start something truly worthwhile, read it and re-read it; and you’ll never be naive again. Guy Kawasaki has excelled as a marketer, entrepreneur, manager, consultant, investor, blogger, writer, speaker, publisher and evangelist of several great brands. But more than anything - and this book seals it - he is an enthusiastic enabler, a kind catalyst and a steel safety net for anyone starting - or already doing - anything earnest anywhere.

My head is about to explode! I am only half way through The Art of the Start 2.0 and it has put so much information into my head it is about to explode and I had to pause here and write this review. I don't often do reviews before I finish the book but this is an exception because this is an exceptional book. There is so much valuable information contained in this book if you have already started or are thinking about starting your own business you need to get your copy today. Use it as a reference or read it from beginning to end. You will learn something that will help you in your venture guaranteed. The author's goal is to "make entrepreneurship easier for you" and, if you read what he says and then do it he will have succeeded and you will be well on your way to success too. I did not read Version 1 but have run my own consulting company of one back around the turn of the century during the Y2K boom or crisis, depending on your perspective, and wish I had known then what I know now after reading this book. I am sure there are more nuggets of wisdom to come in the second half of the book but, even if not, it was still worth the small investment if I get nothing else from it. He states it better than I could when he says, "Entrepreneurship is about doing, not learning to do. If your attitude is “Cut the crap—let’s get going,” you’re reading the right book by the right author." Just a few of the subjects you will learn about are (1) premortems, (2) why a Morpheus and a devil’s advocate are not the same thing, (2) why it is important to hire people better than yourself, (3) what a MVVVP is and why you need one. You might also be surprised, as I was, with what kind of smartphone Guy Kawasaki uses. So, in case you did not get the gist of what I am trying to say here, I really like this book and believe you will too but you have to get your own copy to find out for yourself. Don't delay. Get it today!

The advice is excellent, the writing is friendly and informal without being cutesy, and the format of forecasting what you're about to read, then telling, then summing up again is really helpful if you are trying to read through distractions and interruptions, but it would have been nice if someone had gone through and replaced the original hyperlinks with actual web site addresses or at least added them in footnotes. There isn't even a notes section with web site addresses at the back.

One of the best books I've ever read on starting a business (and I've pretty much read them all...). Contains great practical advice for entrepreneurs and I think the philosophy he espouses is spot on. He takes the (realistic) view that everything about starting a business is tough. There are no easy ways out but there are ways of doing things that are likely to be more effective. Engaging throughout, with lots of funny anecdotes. I only wish I'd read this one earlier!

イケてる製品やクレイジーなアイデアを世に出そうとしている人（何かを始めようとする人）のためのガイドブックです。 氏（筆者）の豊富な知識やヒント、ユーモアは、自身の成功と失敗を反映しており、読む度に新たな気付きを得ることができます。噛めば 噛むほど味が出るとはこのことかと思いました。 また、内容もさることながら、氏の独特の表現・文章は面白く、またカッコイイので、文章や資料を作成する際、ついついマネた表現を使いたくなります。 細かな内容はこれから読む読者のために取っておきますが、多くあるメッセージの中から１つ選ぶとすると次になります（個人的な解釈と好みで）。 『事を成す人は、金持ちになりたいという欲望ではなく、「どうやったら世界を変えることができるのだろう」というシンプルな質問に答えようとしているのです』 最後に、★の数は、日本語版も発行されることを望んで４つ（マイナス１）にさせて貰いました。

Recommended, easy to read, you can read any chapter you want.Very useful going directly to the point without bla bla

While the book is aimed at tech startups I found plenty of great advice for the non-tech ones, even service oriented startups. Guy is always funny and down to earth, and the book is written in his voice - it's almost like he is sitting there with you!

Yes good book