START. SCALE. EXIT. REPEAT.

Campbell offers a guide to success for startup owners and entrepreneurs.

The author, an entrepreneur who’s successfully started and exited a series of tech-oriented businesses, shares some of his secrets, breaking his process down into the four imperatives that provide his primer’s title. The book’s short chapters cover a variety of topics, including coming up with successful ideas, proving your concept, scaling quickly, knowing when to sell, and starting all over again. The author imparts plenty of firsthand knowledge, supplemented by input from experts from all walks of business life discussing both successes and failures. Some of these experts include Richard Hanbury, who created Sana Health following a near-fatal car accident; John Mullins, whose specialty is customer-funded companies; and Stacy Spikes, one of the co-founders of MoviePass. The chapters are peppered with pithy pullout quotes that actually seem helpful: “Banks aren’t the only organizations with money”; “The cheapest way to fund your business is by running it lean”; “Who you pitch to is as important as what you pitch.” This attention to detail, in addition to the reader-friendly organization of the book, helps to elevate this business guide above the many competing books in the genre. But what really distinguishes the work is Campbell’s expertise and his wonderful ability to write for his audience. The book is a breezy read—Campbell can be blunt, but he’s funny and engaging, too. His entertaining guide is filled with all sorts of useful tidbits and insights; unlike some how-to books, filled with ego-driven anecdotes and not much useful information, this is a must-read for those starting their first business as well as more seasoned professionals looking for a quick reminder of some of the keys to business success.

Useful info and a readable structure make for a top-notch how-to for business owners.