Frankie Russo is the CEO and President of Potenza, a leading full-service 360 marketing firm, and an Inc. 5000 fastest-growing company for four straight years. He is also the author of The Art of Why, a highly-praised book in which he explores how you can discover your life’s mission and find the perfect balance between work and family.
The one book Frankie recommends for anyone about to start a business is The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers. “This book, as its name suggests, tackles some really hard realities about starting a business.
So many self-help books discuss the importance of setting big, lofty goals, of setting a timetable to reach significant markers to measure your success, of the value of a clear organizational structure and the like. But what they don’t explain is what happens when you don’t meet those goals. Who pays? Who gets fired? Who survives? They don’t explore how outside influences that no one could ever have predicted could push all your goal posts back six months.
They don’t explain why an organizational chart is worthless if the people whose names are penciled in on that chart don’t or won’t communicate with one another. This book does that. It addresses real issues, real difficult issues that often the idealistic, pie-in-the-sky young entrepreneur tries to avoid.”
Contributor: Frankie Russo