Dangerously dreadful.

If this book wasn’t for you, who do you think might enjoy it more?

This is a cosy over the fence book of neighbourly natter ideal for somebody who's happy just dreaming about starting their own business but never will. It eagerly cites notorious scams and age old dead end endeavours as bright new opportunities with tremendous potential. It seems the research put in for this trip to the financial gallows extended no further than cutting and pasting from exuberant adverts promising $$$$s a day in spare time earnings.

Not only does Emma Jones have no experience of the fields she promotes, she evidently has never spoken to anybody who has either. All I learned from this book is that anybody can write a book on any subject and sell it on-line under the guise of expert advice.

There are plenty of good step by step books on starting up. This is not one of them.

What could Emma Jones have done to make this a more enjoyable book for you?

Research her advice.

What aspect of Drew Campbell’s performance might you have changed?

Performance is fine.

What reaction did this book spark in you? Anger, sadness, disappointment?

Dismay and disbelief.

Any additional comments?

Emma Jones should be sentenced to having to engage in some of the hopeless business practices she encourages other to pursue. At least then, having wasted her own time and money she might have something to offer, at least in terms of caution.

Most often there is more to a successful business than determination and positivity. No, failure is not an option, this is true. If it was no one would choose to experience it. Failure is however a consequence; usually of poor research and a refusal to face facts.

Kleeneeze? Avon? Oh Emma, please...

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