Just buy this book. A must-read for inspiring entrepreneurs, probably the best book available on the subject. -- John McLaren Management Today A rare achievement: a business book that is both well-written and useful Economist Part rant, part outpouring of useful knowledge gleaned from 20 very successful years in business. There is a great deal here that is good. -- Richard Reed, Co-Founder Of Innocent Financial Times Nine out of ten How-To books are a bore. This is the one out of ten. It's easy to read, with original ideas and useful advice for wannabe tycoons -- Jeff Randall, Sky News Presenter And Daily Telegraph Columnist Brilliant. It's all here: the triumphs and disasters, the iron law of the business cycle and the timeless wisdom of those who've gone before him -- Brent Hoberman, Founder Of Lastminute.Com Independent, unorthodox, even bloody-minded - Johnson can be all of these and it's what makes him worth reading -- Peter Bazalgette, Chairman, Endemol UK Luke Johnson knows a lot about an amazing range of business subjects and has thoughtful views about the controversial ones Investors Chronicle A really refreshing guide by somebody who has made a fair amount of money following his own advice. An excellent book... Highly recommended Irish Independent Very few people have had more impact than Luke Johnson -- Peter Harden, Founder, Harden's Restaurant Guides An engaging and useful read Financial News Provocative and worth reading -- Michael Spencer, Founder And Chief Executive, Icap

Luke Johnson is one of Britain's most successful entrepreneurs with an estimated personal fortune of GBP120 million. He is Chairman of Risk Capital Partners and The Royal Society of Arts, and a former Chairman of Channel 4 Television. He writes columns for the Financial Times and Management Today. In the 1990s he was Chairman of PizzaExpress, which he grew from 12 restaurants to over 250; he also founded the Strada pizzeria chain and owns Giraffe and Patisserie Valerie. He lives in London and is married with three children.