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Gerber (Awakening the Entrepreneur Within) turns his attention to business invention in this slim, straightforward book that distills the essential knowledge needed to create a completely original company. He identifies four essential facets of building a new company-visual, emotional, functional and financial-and the five essential skills: concentration, discrimination, organization, innovation and communication. Gerber shares success stories and insightful advice on how to conquer obstacles. He ends the book with a noble challenge to any company-to be a business with a conscience, to be responsible for the condition of the world it finds itself in and the condition of the people with whom it interacts, among others. Each chapter ends with takeaway points summarizing key ideas; the points are available as podcasts on a companion Web site. This quick, original, well-organized read is a valuable tool for budding entrepreneurs. (July)Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.