I've Seen a Lot of Famous People Naked, and They've Got Nothing on You: Business Secrets from the Ultimate Street-Smart Entrepreneur

Here's a book where the title really sets the tone—as the reader quickly learns, the fitness trainer and Body by Jake founder really has seen a lot of famous people naked (or at least in their workout clothes), including Steven Spielberg and Harrison Ford. Of course, Steinfeld's point is that everyone is pretty much the same underneath it all, and therefore business success is attainable to anyone willing to put in some dedicated effort. Indeed, Steinfeld himself proves an exemplary role model. Working his way up from an early career in bodybuilding, he started a personal training business that has since expanded to include a line of fitness products and a 24-hour cable station. While the book's business start-up advice is basic and sometimes gets bogged down in details like how to register a Web site domain name, Steinfeld really hits his stride in the second half, where he talks about branding and marketing. Steinfeld's goofy sense of humor also adds a down-to-earth honesty to the book and makes it a worthwhile read for those who need to get pumped up about starting a business. (Sept.)