For the new, aspiring or struggling entrepreneur, Ed Katz provides a step-by-step process that is both time and battle-tested. His "no holds barred" confessions of his inevitable business missteps experienced along the way to a highly successful career are refreshing, insightful, and provide the reader with preemptive teachable moments that will save countless time, effort, and resources in achieving one's business goals. In this book, Katz covers the essential steps for growing a profitable business - any business - rooted in common sense, real world experience, winning business strategies, and creative tactics that offer readers a foolproof roadmap for success. And like any road trip, veer off the main highway at your peril. The scenery may appear more attractive but reaching your destination will take longer (and you may get lost along the way). Experience is the best teacher which is why this book is as close to a "must read" as you will find for today's entrepreneur.