Business ownership can be one of the most thrilling and rewarding experiences in a professional career. Generally, people intuit that fact, but for many aspiring starters, there are often unseen barriers to taking the first step.

Tech startups have become the latest “shiny object". For those without technical abilities, however, there is an even wider perceived chasm to that first step to achieving their dreams. Too many people are intimidated by the specifics of starting “that thing” - that idea, company, or nonprofit. Whatever it is.

They stumble across terms they don’t understand. They are asked questions to which they don’t have answers. They become overwhelmed with where to start. And their dream remains stifled.This short book Startup for Everyone is written with this goal in mind. This book is intentionally not written to tech startup founders. It is aimed at translating some of the great tactics those leaders deploy for everyone else starting stuff.

The book is separated into four sections, each representing a critical phase of starting and building something successfully. First, define what you are doing, why you are doing it, and for whom you are doing it. Second, design a business that will accomplish your goals and also solve a problem for people. Third, develop your business in a way that mitigates risk and ensures a solid foundation for growth. Finally, drive your business to its full potential in a way that is sustainable.

Define, design, develop, drive!