As a veteran coach to high tech start-ups, John Nesheim believes that a little unfairness is par for the course. As he sees it, an unfair advantage is “a unique collection of resources used to deliver so much appeal to customers that they rush to buy your products while your competitors wilt attempting to overtake your lead in a new market.”
His first book, High Tech Start Up, highlighted the tribulations of raising funds while developing an idea and taking it from business plan to IPO. Unfair Advantage goes a step further to help new and seasoned entrepreneurs identify the core capabilities that will distinguish them from the competition. While most of what he advises sounds like common sense, it rings true when he shares his range of experience. Entrepreneurs should craft a unique value proposition that is difficult for competitors to duplicate. Be unique and original; stand out from the pack. This is the way to impress the venture capitalists.
The handbook format consists of easily read chapters that explore how to apply these ideas to all functions within your business, such as marketing, sales, engineering, and operations. His advice is worthwhile for entrepreneurs just starting out or trying to revitalize an existing product or service.
- S. J. Johnston