Book notes: Positioning

Positioning by Al Reis and Jack Trout book summary

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Positioning: The Battle for Your Mind by Al Reis & Jack Trout

Synopsis: “The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a “position” in a prospective customer’s mind, one that reflects a company’s own strengths and weaknesses as well as those of its competitors.

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Book notes: The Personal MBA

The Personal MBA by Josh Kaufman book summary.

The Personal MBA by Josh Kaufman


Synopsis: “Getting an MBA is an expensive choice – one almost impossible to justify regardless of the state of the economy. Even the elite schools like Harvard and Wharton offer outdated, assembly-line programs that teach you more about PowerPoint presentations and unnecessary financial models than what it takes to run a real business. You can get better results (and save hundreds of thousands of dollars) by skipping business school altogether….

The Personal MBA distills the most valuable business lessons into simple, memorable mental models that can be applied to real-world challenges.

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Book notes: All Marketers Are Liars

All Marketers Are Liars by Seth Godin book summary

All Marketers Are Liars by Seth Godin


Synopsis: “Every marketer tells a story. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better, and look cooler, than $20 no-names…and believing it makes it true.

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Book notes: Tribes

Tribes by Seth Godin book summary

Tribes by Seth Godin


Synopsis: “A tribe is any group of people, large or small, who are connected to one another, a leader, and an idea.

If you think leadership is for other people, think again – leaders come in surprising packages. Consider Joel Spolsky and his international tribe of scary-smart software engineers. Or Gary Vaynerhuck, a wine expert with a devoted following of enthusiasts. Chris Sharma leads a tribe of rock climbers up impossible cliff faces, while Mich Mathews, a VP at Microsoft, runs her internal tribe of marketers from her cube in Seattle. All they have in common is the desire to change things, the ability to connect a tribe, and the willingness to lead.

Tribes will make you think (really think) about the opportunities in leading your fellow employees, customers, investors, believers, hobbyists, or readers….It’s not easy, but it’s easier than you think.” -Audible

Opening thoughts:

I read Seth Godin’s other book Linchpin last month, which was my first time reading one of his works. I thought the book was phenomenal so I decided to pick up another book of his for this month. I remember hearing about this book in particular from other mentors of mine, so I finally chose to read it for this month.

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Book notes: The Startup Checklist

The Startup Checklist David S. Rose book summary by Marlo Yonocruz

The Startup Checklist: 25 Steps to a Scalable, High-Growth Business by David S. Rose


Synopsis: “The Startup Checklist is the entrepreneur’s essential companion. While most entrepreneurship books focus on strategy, this invaluable guide provides the concrete steps that will get your new business off to a strong start. You’ll learn the ins and outs of startup execution, management, legal issues, and practical processes throughout the launch and growth phases and how to avoid the critical missteps that threaten the foundation of your business. If you’re ready to do big things, this book has you covered from the first business card to the eventual exit.

The typical American startup costs over $30,000 and requires working with over two dozen professionals and service providers before it even opens for business – and the process is so complex that few founders do it correctly. Their startups’ errors often go unnoticed until the founder tries to seek outside capital, at which point they can cost thousands of dollars to fix…or even completely derail an investment. The Startup Checklist helps you avoid these problems and lay a strong foundation, so you can focus on building your business.” -Amazon

Opening Thoughts:

I picked up this book mostly to help give me an idea of how to start my own startup, which is currently in the works. I was looking to have this book balance out the others I had selected for the month because it seemed more tactical and step-by-step compared to Born a Crime and Linchpin.

Key Notes:

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Book notes: Linchpin

Linchpin Seth Godin book summary by Marlo Yonocruz

Linchpin: Are You Indispensable? by Seth Godin


Synopsis: “There used to be two teams in every workplace: management and labor. Now there’s a third team, the linchpins. These people invent, lead (regardless of title), connect others, make things happen, and create order out of chaos. They figure out what to do when there’s no rule book. They delight and challenge their customers and peers. They love their work, pour their best selves into it, and turn each day into a kind of art.

Linchpins are the essential building blocks of great organizations. Like the small piece of hardware that keeps a wheel from falling off its axle, they may not be famous but they’re indispensable. And in today’s world, they get the best jobs and the most freedom. Have you ever found a shortcut that others missed? Seen a new way to resolve a conflict? Made a connection with someone others couldn’t reach? Even once? Then you have what it takes to become indispensable, by overcoming the resistance that holds people back.” -Amazon

Opening Thoughts:

I’ve heard a lot about Seth Godin from Tim Ferriss and Ramit Sethi, but have never been exposed to his work directly. From what I remember, Seth is supposed to be somewhat of a writing guru and an well-known entrepreneur. If I’m not mistaken, Ramit credits Seth as being a mentor of his. I’ve had Seth’s other book Tribes in my to-read list for a while, and right as I was about to buy that book for this month, I came across this book in the recommended reads. It had even better and more reviews so I decided to go with this book as my first exposure to Seth.

Key Notes:

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Book notes: The E-Myth Revisited

The E Myth book summary by Marlo Yonocruz

The E-Myth Revisited by Michael E. Gerber


Synopsis: “In this first new and totally revised edition of the 150,000-copy underground bestseller, The E-Myth, Michael Gerber dispels the myths surrounding starting your own business and shows how commonplace assumptions can get in the way of running a business. He walks you through the steps in the life of a business from entrepreneurial infancy, through adolescent growing pains, to the mature entrepreneurial perspective, the guiding light of all businesses that succeed. He then shows how to apply the lessons of franchising to any business whether or not it is a franchise. Finally, Gerber draws the vital, often overlooked distinction between working on your business and working in your business. After you have read The E-Myth Revisited, you will truly be able to grow your business in a predictable and productive way.” -Amazon

Opening thoughts:

I believe I heard this book recommended on the Tim Ferriss Show podcast a couple times so it has been on my list for a while now. I just finished reading 40 Rules for Internet Business Success in January and thought this would be a great follow up. I am in the process of starting my own online business so this book seemed like a great book to add to this month’s queue.

Key notes/ideas:

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