In 9 Lies That Are Holding Your Business Back…and the Truth That Will Set it Free, authors Steve Chandler and Sam Beckford go over nine of the most common myths that hold many small businesses back from achieving true success. The words on these pages rang true to me and, although the principles are simple in concept and easy to absorb, they had a profound effect on the way I view my business.
This book is well laid-out, with each chapter discussing the root of the lie and why it’s damaging your business. There are plenty of real-world case studies, written in entertaining story-like formats that are fun to read, throughout each chapter. These case studies helped show exactly how particular business owners either absorbed themselves into the lie, often leading to their business failure, or how they turned their thinking around and used the truths laid out in this book to persevere.
You’re probably dying to know the lies that are in this book, so I’ll lay out a few of my favorites, some that I already knew and others that completely rocked my business mindset. One such earth-shattering lie, for me, was the idea that, in advertising, you have to focus on just getting your name out there, and that it takes at least seven viewings to have any effect on potential customers. Chandler and Beckford think that idea is incredulous, and they insist that if your advertisement isn’t attracting attention, something is wrong with the ad itself. Taking matters one step further, they walk you step-by-step through the process of transforming mediocre ads into ads that will capture attention and incite action from readers.
Another of my favorites that I’m just now putting into practice myself is that we, as business owners, can do everything ourselves without any outside help. The authors believe that reaching out for help is a sign of true commitment to your success, and that you should get help whenever or wherever you can, whether from books or one-on-one coaching or even hiring other professionals to take over some of the tasks that are taking your time and attention from the bigger picture: growing your business.
Other lies that are debunked in this title include: It takes money to make money, experience will benefit me, lowering prices boosts business, customers are hard to figure out, and I am a victim of circumstance.
Overall, this book offered an enjoyable reading experience that also happens to be chock-full of great advice to help small business owners get past the roadblocks and realize success in their businesses.
This hardcover book contains 210 pages (plus access to two bonus chapters on the authors’ web site) and can be purchased on Amazon.com for $13.59.
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