Start it up BookBegin it up Book
So why it is simpler to run your own business than you think of Luke.
Start It Up" presents itself as a cheer leader for entrepreneurship and heralds a "fire in the stomach", an optimistic and " can-do " approach, since everything you need to become the next Richard Brandon. Mr. Johnson sees entrepreneurship as a predisposition that, if you have it, should not be ignored for the sake of a constantly evolving social and business environment.
It starts with a collection of Johnson's corporate errors, almost as easy as an enumeration chart that gives the readers the feeling that every error is just another indentation on the sash. It is perhaps Johnson's predisposition to optimize and be ambitious that has never permitted him to sense these setbacks, or perhaps it is my own level of scepticism.
Though I claim to be a "How-To Book", I would not consider "Start It Up" as a guideline for setting up a firm, in fact Johnson himself states that he would prefer to buy an already established firm rather than invest in a start-up. Instead, this is a "how-to-book" for the management of a corporation.
The Johnson brand offers a number of core features that should not be overlooked when managing a business: user interaction, the importance of a name, the promotion of creative, collaborative, partnering and managerial strategy, to name but a few. Start It Up" offers innumerable inspirational undertakings and experience from Johnson's professional life, from holding theme nights at an 18-year-old nightclub to changing the name of the London Institute to University of the Arts London.
For my part, I would have liked a more open way of approaching the understandings of these projects, such as funding obligations, traps and infrastructural headsaches, but this book is also about "optimism". A writer who obviously doesn't like to linger, Johnson actually thinks that lingering would destroy the reader's wish for experimentation and innovation - a felony against Johnson's will.
Johnson's letter is accessible, fun, and he manages to take the anxiety and stresses out of his own work. Start It Up" is not a "how-to-book" for start-ups, as one would have expected, but wants to persuade ambitioned, imaginative and unbeaten (male) readership to follow their dream or at least Johnson's dream.
In a book first released in 2011, I am sad about the sexualist tendency Johnson took in his letter and the wealth of masculine businessmen he cites, which he describes as his heroes of ambitions, of which they made million or billion many centuries ago.