donderdag 28 november 2013

The Girl's Guide to Starting Your Own Business : Candid Advice, Frank Talk, and True Stories for the Successful Entrepreneur - Caitlin Friedman, Kimberly Yorio


PR pundits and business owners Friedman and Yorio tackle the fear factor of women who want to quit their day job and build a business. They ask, "Are you the girl to run the show?" They answer with a sassy list of pros and cons ("You will be able to get to your child's school play, but you will think about money all the time.") and with tough questions ("Could you negotiate a reasonable rent with an unreasonable landlord?)
Every chapter is packed with interviews, charts, quizzes and witty directives about self-employment. Among their greatest hits: what's in a name, choosing logos, ten inspiring business chick flicks, legal eagles, business speak and visibility in professional associations. Friedman and Yorio sweat the small stuff. They explain, for example, why you shouldn't eat spaghetti at a business lunch and how to ask revealing questions of a potential employee or computer consultant. The authors' premise, "let women be women" is most compelling when they explore the unique challenges women face--from finding female role models to being a boss "without being a bitch."

They are on shakier ground with the arguable assumption that all women share distinct gender styles and strengths. This type casting and the "girl friend" tone can sometimes belittle the book's smart and strategic ideas for becoming the boss. Still, it is hard to imagine a more readable, practical book about the challenges of being in charge. --Barbara Mackoff --This text refers to the Hardcover edition.

From Publishers Weekly
Friedman and Yorio take girl power corporate in their friendly guide for women who want to start their own business. The two media mavens (they started their own PR agency in 2000, after working as publicists at Broadway Books and Artisan, as well as other media companies) offer a lighthearted alternative to books that teach readers "how to sound like a man and think like a man." Clearly experienced, Friedman and Yorio know launching a business is no walk in the park. They warn readers of all the bad stuff that comes with being the boss: feeling out of sync with the rest of the world, having to manage employees, being forced to rely on customers and clients and being responsible for knowing about taxes. But they also exalt the pleasures of being in charge. Their book covers virtually every aspect of running the show in language that isn't industry-specific, so it doesn't matter what kind of business readers want to start. Friedman and Yorio move from assessing finances and writing business plans to hiring employees and advertising. Their advice is always sound, if at times obvious (e.g., eat breakfast before business meetings, so your stomach doesn't grumble). And they give readers a break from their relentless cheerleading with sidebars featuring interviews with other successful female business owners, lists of inspirational "chick flicks" (like Baby Boom and Sliding Doors) and worksheets for calculating budgets. Their savoir faire and enthusiasm are infectious.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to the Hardcover edition.

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