Reading List: Launch!

Why is it important to get your new business or product off the ground in 90 days? Because in the modern business era, “speed is gold, [and] your competition is faster, more agile and better equipped,” writes Scott Duffy.

The serial entrepreneur and self-proclaimed “leading expert in America on launching new businesses, products and services” divvies up the 90 days into three 30-day phases.

1. The prelaunch checklist covers how to strategize and limit your personal risk

2. Fueling the tank tackles the process of assembling resources

3. The countdown and blastoff phase focuses on developing partnerships, distribution channels, customer engagement strategies, public relations and other aspects.

While Duffy’s approach in Launch! may hearten those able to muster their confidence and resources speedily, it’s lacking examples of successful 90-day launches and the nuts-and-bolts information an aspiring entrepreneur needs.

by Scott Duffy

March
Portfolio/Penguin; $26.95

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