The Sweaty Startup: How to Get Rich Doing Boring Things

Instead of striving to come up with the next big idea, entrepreneurs would be better off “doing common things uncommonly well,” according to this sensible debut guide. Huber, cofounder of the real estate private equity firm Bolt Storage, encourages aspiring business owners to focus on carving out a “competitive advantage” by besting the competition on price, speed of service, or quality of work. Offering ideas on how to choose a line of work, he notes that lawn mowing, photography, and window cleaning require few prior skills, and that mobile pet grooming and Airbnb property management need more upfront investment, but will face less competition. Resiliency in the face of rejection is key, Huber contends, recounting how he was turned down by hundreds of investors before acquiring the funds to start Bolt Storage. To ensure entrepreneurs use their time efficiently, Huber recommends hiring employees to handle such routine tasks as customer calls and manufacturing products, so business owners can focus on big-picture problems like landing deals and adopting new technologies. Some suggestions are obvious, as when Huber advises hiring “people who make good decisions,” but the emphasis on founding a thriving small business, rather than the next Apple, is refreshingly pragmatic. It’s a grounded take on making an honest living while working for oneself. Agent: Pilar Queen, UTA. (Apr.)