So many books about start-ups skip right over the elephant in the room: survivorship bias. Not so for Marcroft! This book contains the most comprehensive and unapologetic treatment of it we’ve seen.
Less “here’s what Steve Jobs did right and here’s what Chocolate-Teapots-For-Dogs-R-Us did wrong; don’t mess up that badly and you’ll be fine”… and more realism. Marcroft gives us a many-angled critical analytic approach. In it, she examines why many things can seem similar in both content and presentation… but can cause growth or failure (and how and why), based on more than anecdotes and luck.
The book is information-dense (taking a marketing-centric approach) and/but well-presented in a very readable format.
If we can find any criticism of the book, it’s less about what’s in it and more about what’s not in it. This can never be a “your start-up bible!” book because it’s not comprehensive. It doesn’t cover assembling your team, for example. Nor does it give a lot of attention to management, preferring to focus on strategy.
But no single book can be all things, and we highly recommend this one—the marketing advice alone is more than worth the cost of the book!
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