5/23/2000
"Contrary to popular belief," writes Bob Reiss in the introduction to this book, "entrepreneurs don't like risk." That's not to say they don't take risks, he says; but they manage risk in ways that increase their chances of success. Low risk with high reward may sound like a pipe dream, but Reiss is determined to show that it's not. The veteran entrepreneur (and subject of HBS case studies) draws on his 40 years of experience in "the entrepreneurial trenches" to present his own guide to starting and growing a business. In ten chapters and four appendices, he covers everything from the skills and attributes of an entrepreneur to big ideas and little processes, all wrapped around the central concept of managing and minimizing risk while maximizing profit.