Customer comments on this selection.
 Readable. Motivational. Thought provoking. Helpful or not, depends
I like this book. I mean it. It's motivational and thought provoking. Then why do I just rate it a four star? It's because I think this book can be better, with less stories of losers/clients anonymous, and more management/marketing/critical thinking tools and techniques for the target readers/buyers' consideration, or simply more tools and techniques. Anyway, the book is a good beginning, but far from an end for business owners who seek for help or improvement. Certainly, there's no holy grail for running a business, big or small, but relentless effort for improvement day by day.
p.s. Below please find some of my favorite messages for your reference.
"I'll open this place and see what happens." That's an intention, of sorts, but it is not enough. You have to want to succeed. If you want to badly enough, you'll always find the how to. And once you've got your want to tuned up and ready to operate, outside forces (such as the economy) wont be an issue. pg 20
Throwing more money into the business does not save it. In fact, it makes things worse. Money may postpone the collapse, but it will also deepen the collapse. Think of giving a heroin addict a large dose of heroin as he or she passes through the final stages ofa painful detox. pg 41
The purpose of advertising is not to build awareness or increase your name ID. The purpose of your advertising is to create a sale!.....Advertising is salesmanship in print! pg 55-6
All purchases are emotional, anyway, although your customer may put up a good show of talking price with you......And please dont have this be your slogan: "The best quality, the best service, the best prices!" pg 98
Your greatest asset is your mental energy.....If you put your mental energy into worry and doubt and fighting fires all day, then you will get more and more fires. If....into understanding your customer, then you will get more and more customers. pg 124
"The Customer's Always Right." That's a huge lie...downright dangerous to you.... the boost in morale if you have employees or partners or coworkers, and they witness that you have declined the business of a customer because that customer just does not treat people correctly, and you will not subject your employees to it. pg138
Rather than focusing on yourself and whether you've got what it takes to succeed, you want to focus on what it takes to succeed, you want to focus on the result you want. It's a matter of priorities. You have to put the success of your business ahead of false pride. You have to put the success of your business ahead of whether you might lose face or look weak. pg 143
 Attention Entrepreneurs!
If you don't read any other book this year, READ THIS BOOK!
Imagine going home at the end of the day with a feeling of contentment that your business is actually working "for" you instead of you working for your business. That dream can come true if you apply the concepts in this easy to read book.
Lee Manns, MA, MBA
Executive Coach
Every Business Owner Should Read
Absolutely a must read for a small business owner. It will make you rethink things.
Give your Business a Chance by Reading this Book!
I know, I know; you are downtrodden and are frustrated with your business. You try everything, lowering your prices, advertising and nothing seems to work. I tell you, I'm in that same spot, but I am climbing out of that hole and I'm going to make a difference thanks to this book.
I was wandering aimlessly through a bookstore, a bit down about my failing business. I randomly came across this book, "9 Lies...". Since I like to know the truth, I figured knowing what the lies are would be helpful to me.
Boy, was I right.
I sat down in the store and read the first chapter. I was completely humiliated and deeply offended by the first chapter: "I just need to know how to do this." I thought, honestly, that it was right on, that it wasn't a lie. Steve and Sam basically tell you, point blank, that it isn't that simple. It's not about the "how". It is about the "want". We as small business owners have to be OWNERS. We have to WANT to make it succeed. That means putting aside any ego or pride and putting our greatest talents forward.
I left the book at the store, to punish it of course, for offending me. As I mulled it over, I knew it was right. I also knew these crazy authors might be able to help me. It was worth a try; what I had been doing up to that point wasn't working.
This book is worth every penny. You will be embarrassed reading it, but do not worry, so were all of us brave enough to read it. I truly believe if we apply these techniques to our businesses, there is no stopping us. But, you have to do everything DIFFERENTLY. Probably everything you've learned? Unlearn it. NOW. I'm already seeing a difference in my business and I just did a few changes. I need to give this 150% and see what happens. You do too. We all deserve to have successful, thriving businesses.
Thanks Steve and Sam.
Annie Bathgate
 antiquated marketing thoughts
I heard this author on a financial radio talk show (Bob Brinker) and the few things he had to say were interesting, to the point and powerful enough to make me buy the book. Should have quit with the talk show. If this guy is still building a new and successful business with flyers and Magic Marker posters he should read a little Ries & Trout or Seth Goodin (Purple Cow). We ARE in the 21st Century. We have the internet along with carefully focused radio and myriad other ways to reach people and mold thinking. There was nothing in the book that was not merely a stone cold rehash of old, old thinking. I was very disapointed. B. McDonald
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