I picked up a book recently called The $100 Start-Up. The name alone was enough to hook me — it sounded perfect for someone interested in the startup scene, and the title implied that it was flying in the face of the VC-funded status quo.
Unfortunately, after just a few pages, it became clear that the book wasn’t about startups at all; it was about starting a lifestyle business. Nothing wrong with that, but a lifestyle business just isn’t the same as a startup. The title misrepresented the product, in the hopes of cashing in on the popularity of a word.
The world of startups has attained such mystique that people are scrambling to get involved. The word alone can sell a book, even if that book is about something only tangentially related. Somehow, entrepreneurship has become de rigeur, and everybody wants a piece of the pie.
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