As the economy begins the long process of rebuilding, a significant number of workers are going on strike on their own, some reluctantly, following layoffs; some see an opportunity to get away from the nine to five grind. PV spoke to publishers about a new batch of books aimed at entrepreneurs, second shifters, small business dreamers, and anyone looking to ditch the W2 for an LLC.
“We’ve had this unthinkable shock to the economy and the job market, and people are feeling the loss of control,” says Talia Krohn, executive editor of Currency. She acquired the account from LinkedIn co-founder Reid Hoffman. scale masters (September), an extension of the podcast of the same name and written with its executive producers, June Cohen and Deron Triff. The book describes successful entrepreneurs and offers lessons organized around 10 key principles, including “do things that don’t scale” and “learn to unlearn.” “Entrepreneurship offers control over your career and how you grow the business,” says Krohn. “People don’t want to have to worry about getting fired because of someone else’s decisions.”
Melinda Emerson recognized this more than a decade ago, in 2010. Become your own boss in 12 months. She updated the book in 2015, and in September, Adams Media will release her latest version, revised for the Covid era. Eileen Mullan, acquisitions editor at Adams Media, says the update focuses on social media marketing and online sales, in response to the drop in foot traffic physical stores experienced during the lockdown. After the pandemic, she adds, readers will need new ideas to keep their businesses running. “Crises stimulate innovation: it becomes clear what the market needs,” says Mullan. “It’s a good time to find out how your product can address that.”
Role Models Abound – For McGraw Hill Education’s October Release The rise of your small businessSteven D. Strauss, who writes a small business column for USA Today, interviewed several entrepreneurs and solopreneurs about their growth strategies, especially in times of crisis. “After the pandemic, people are thinking, what is my next big step, my next big idea? What do I need to know to start a business? says Amy Li, associate editor of McGraw Hill Business.
Once the reality of being your own boss settles in—which often means being someone else’s boss as well—it’s time to transition from employee to employer. “Startup founders are entrepreneurs, not managers,” says Kathe Sweeney, executive editor of US programs at Kogan Page. “They need to develop their skills to manage their business and learn to manage themselves and their teams.”
Sweeney acquired From startup to maturity (October) by startup coach Alisa Cohn, who, Sweeney says, “is writing for a serious founder who maybe got their first round of funding, looked around and recognized: wow, this is going to be harder than I thought. I thought it was going to be. Being an entrepreneur is a lonely job. You had the vision, you brought friends to help you, but there is a lot of pressure. It is the challenge of being at the top of the company.”
For all the difficulties of moving on to running one’s own company, the field is wide open, says Sweeney, and the future of freelancing, judging by his stack of filings, is in technology. “Tech startups and tech products are where the money goes, for AI and app development,” she explains. “With every new technology, more people who don’t want to work for a big company turn to startups or start thinking of themselves as entrepreneurs. They want to pursue their big idea and discover their own life plan.”
Do the hustle (side)
Enterprising readers who don’t want to leave the security of full-time work can dive in after their main workday ends. A husband and wife duo, Carrie Bohlig and Craig Clickner, have created several of their own businesses, including consulting and advisory firms. In So you wanna start a side hustlea June release from McGraw Hill Education, “offer tips for finding your whose— who your audience is and who you surround yourself with,” says Cheryl Segura, senior editor at McGraw Hill Professional. The book’s potential readership is larger than it seems, she explains, and includes “people who want to have an extra hustle while they work, for example, and people who want to retire sooner than they thought and need to rest.” some extra money while they work.”
The traditional stereotype of the entrepreneur (Harvard dorm, hoodie, trust fund) needs a makeover, and Sonya Barlow has a vision for what that “after” photo would look like. In 2018, Barlow, who was born in Pakistan and lives in the UK, founded the LMF (Like-Minded Females) network, which aims to provide women with the right opportunities, networks and mentors.
Barlow calls herself the “brown girl of entrepreneurship,” says Kogan Page commissioning editor Geraldine Collard, who acquired Barlow’s Not prepared for Entrepreneur (Nov.). In the book, “he breaks down the myths that discourage people from going out on their own: that they need a lot of capital, or angel investors, or looking like Richard Branson,” adds Collard, speaking to a young audience who may be graduating from (another ) time of crisis, and who would think that they don’t have a chance if they don’t have a formal business plan or a big injection of cash.
When offices reopen, they are unlikely to look the same, editors note; Many companies are planning flexible hours, globally distributed teams, and remote work as the new normal. The business world has changed, leaving room for small businesses to emerge. For everyone who doesn’t have a job to go back to, or who doesn’t find the idea of working for The Man so enjoyable anymore, knowing how quickly it can fall apart, these new titles offer tips for holding hands, cheering and having been there. .
Read more about business and personal finance books below.
“Pay is a function of proximity to power”: PW talks to David Buckmaster
In ‘Fair Pay’ (Harper Business, June), Buckmaster, Nike’s global compensation director, discusses the ethics and practicalities of compensating employees for their work.
Through a dark screen: PW talks to Erica Dhawan
Dhawan helps readers communicate effectively, even from a distance, in ‘Digital Body Language’ (St. Martin’s, May).
Rage Against the Machine: Business & Personal Finance Books 2021
A new set of business books tackles the giant organizations that are changing the way America sells, trades and earns.
Security Commission: Business and Personal Finance Books 2021
The authors suggest new ways to pay off debt, save for retirement, and plan for the future.
A version of this article appeared in the 05/10/2021 issue of weekly editors under the title: Here on my own