Joining the unofficial club of marketing communications experts who write books after years of running their own business, Gottry? coauthor of The On-Time, On-Target Manager?presents a practical, confessional volume of advice for small business management. The twist: readers can learn from mistakes Gottry made running his Minneapolis-based ad agency and video production firm, which failed spectacularly after a 22-year run. (He now heads another business, a ?content creation? company called Priority Multimedia Group.) Gottry?s analysis of his earlier failure, against the backdrop of what he did right when founding and building his business, distinguishes this volume from the pack. In clear, direct prose with an inspirational tone, Gottry?s advice is as well organized as it is well intended. From implementation to growth, to preservation and evolution, to downsizing, he includes specific how-to?s, which explain, for example, ways to prioritize bills for payment when cash is tight (e.g. pay the lawyers last). But as he periodically revisits his big fall from grace, he dwells a bit too longingly on his personal losses (the ?corporate? Mercedes, boat and plane). Though the occasional preachy sermon against bigotry and materialism also distracts from his practical advice, Gottry still effectively communicates his main message: watch your receivables, not the instrument panels that guide your expensive toys. (July) Copyright 2005 Reed Business Information. From: Reed Elsevier Inc. Copyright Reed Business Information

Entrepreneur and marketer Gottry (coauthor, The On-Time, On-Target Manager: How a "Last-Minute Manager" Conquered Procrastination) divides his book into three sections. New small-business entrepreneurs will appreciate the information on starting, operating, and growing a company found in "The Small Business Life Cycle." In "Building Your Assets," they will learn about all the players involved, including owner, customers, employees, and vendors. The third part, "Conquering Your Natural Enemies," teaches how to manage a small business through every phase, keeping it afloat during tough times, and making the most of the assets created. It also describes common threats to small-business success. Each chapter concludes with a worksheet titled "Thinking It Through," which prompts the reader with questions based on the content. For those who already own a small business, some of the book may be too basic. Libraries might find their readers better served by Walt Goodridge's Turn Your Passion into Profit , which is noteworthy for its more complete coverage and practical, down-to-earth tone and style.-Susan C. Awe, Univ. of New Mexico Lib., Albuquerque Copyright 2005 Reed Business Information. From: Reed Elsevier Inc. Copyright Reed Business Information