What's Stopping You?: Shatter the 9 Most Common Myths Keeping You from Starting Your Own Business [Paperback] price

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In this trim but comprehensive and engaging book, Barringer and Ireland (Entrepreneurship: Successfully Launching New Ventures) dispel the myths that prevent the typical American from starting a new business. The authors weave their academic research and business incubation fieldwork with stories from real life startups, refuting claims that entrepreneurship entails colossal risk, requires a great deal of money, demands extensive business experience or is dependent on the perfect product or service. This book is refreshingly pragmatic while still being encouraging; it addresses the obstacles at each stage of entrepreneurship, including overcoming psychological barriers to quitting a day job, identifying and developing the right idea, financing and running effective public relations and marketing campaigns on shoestring budgets. Simultaneously upbeat and instructive, this book offers the aspiring business owner a practical push toward taking the entrepreneurial plunge. (June)
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Academics specializing in entrepreneurship, Barringer and Ireland present an optimistic yet realistic picture of starting a business. They offer nine myths about becoming an entrepreneur and then rebut each of them using case studies, diagrams, and lists to encourage readers to become their own boss. The myths and the authors’ commentary that refute them include, among others, that only extraordinary people start businesses, and it is very risky (most entrepreneurs are ordinary people, and there are ways to limit risk); it takes a great deal of money and experience (not necessarily costly and all levels of experience are successful); the best ideas are already taken (not true); you can’t compete against big-box retailers (yes, you can, through niche markets and differentiation); a new business cannot get noticed, and the Internet is overrated (how to get noticed and make money on the Internet); and difficulties in managing growth (how to overcome them). Barringer and Ireland urge prospective entrepreneurs to believe, “I can do this. It’s not beyond my reach.” --Mary Whaley