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Living Proof
Book

Living Proof

Onyx Moonshine’s Journey to Revive the American Spirit: Business Principles from the Mind of a Moonshiner

Career Press, 2015 подробнее...


Editorial Rating

7

Qualities

  • Applicable
  • Concrete Examples
  • Engaging

Recommendation

Successful products fill a need – even if customers don’t realize they have that need. No focus group ever demanded notepaper with weak glue. But when Post-it Notes appeared, people couldn’t live without them. Similarly, not many people clamored for moonshine whiskey when author Adam von Gootkin co-founded the Onyx Spirits Company. He and his partner, Peter Kowalczyk, attracted customers by crafting an image for moonshine that celebrated its historical roots while updating it as a premium whiskey. They made sure people heard about it through creative guerrilla tactics, both conventional – in-store tastings – and outrageous, such as launching a bottle of Onyx moonshine into space. Von Gootkin explains how to start a business and offers hard-won wisdom on writing a business plan, securing funds, hiring staff, marketing on the cheap and dealing with setbacks. This inspiring, snappy corporate bio seasons its practical advice with humor and illuminating anecdotes. getAbstract recommends it to any entrepreneur planning or launching a start-up.

Take-Aways

  • The greatest reward of entrepreneurship is the freedom to live life on your own terms.
  • You can find ideas for new products in the problems and frustrations you face every day.
  • Devise a profitable idea by “tweaking” an existing product.

About the Author

Entrepreneur and Onyx Spirits Company co-founder Adam von Gootkin’s other ventures include event planning, e-commerce and muscle car restoration.


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    S. J. 8 years ago
    The greatest reward of entrepreneurship is the freedom to live life on your own terms.