I have now read the first chapter, Concept Kick Start. The authors, Tim Berry and Sabrina Parsons, are presenting the material in a great way. I like the layout of the book and it is very easy to read, take notes in the margins, and you have an informative online tools section at the end of the chapter.
After we have defined our business identity, I think it is time to do a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis. Homework for next time is to learn about the Principle of Displacement (mentioned under Takes Notes! on page 15) related to the business world, write down the mission statement, the mantra phrase, the vision statement and to chew Bill Cosby's statement:
I don't know the key to success, but the key to failure is trying to please everyone.