A Good Hard Kick in the Ass: Basic Training for Entrepreneurs

In brisk, straightforward prose, venture capitalist Adams systematically destroys most of the misconceptions potential entrepreneurs have about starting a company, and tells them how to cover the basics, from knowing the customer to hiring good employees. Adams explains why a good idea is not necessary for success (good ideas are plentiful commodities; he contends; execution is really what matters); business plans are overrated (since most of the investors who give a company funding spend most of their time evaluating its employees); and most people don't know as much about their customers as they think they do (which is why customer research is vital). Adams's no-nonsense, fast-paced, slightly sarcastic style (think drill sergeant meets MTV veejay) makes this an engaging read, especially for Gen-X and Gen-Y capitalists (e.g., "I have nothing against team-building outings—they're necessary. But come on: Cozumel? Get real!"). The focus on tech companies (Adams finances startups and began his own career as a technology executive at Lotus) feels dated, but the underlying advice is sound for all kinds of enterprises. He tends to stress the negative, spending more time on what not to do than offering proactive advice. Still, his book offers an excellent checklist of new-business pitfalls, making it worthwhile for anyone thinking of starting a company. B&w illus. Agent, Daniel Greenberg. (Feb. 5)

Forecast:The book's "in your face" title and jacket will attract attention, and its straight-up advice will please readers.