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When you’ve got the principles down, you can test each business idea and each potential strategy against them. You’ll have a mental model of where you’re trying to go.

We entrepreneurs are on the cusp of something dramatic. As I discussed the ideas incorporated in this book with multiple businesspeople, one comment has stuck with me: that the businesses I was describing “seem like magic.” To me, this comment was both a compliment and a cause for concern. There is something special and wonderful about a go-it-alone business—from childhood onward, most of us want to add magic to our lives. But the use of the word magic suggests that successful go-it-alone businesses can’t really exist. Nothing could be further from the truth. I have become convinced that we have passed an inflection point: each of the factors that make these businesses both possible and desirable for entrepreneurs is growing stronger with every passing month. This chapter explains why we are just at the beginning of the go-it-alone revolution.


Extreme Outsourcing

If I have seen further, it is by standing on the shoulders of giants.

—Sir Isaac Newton

Extreme outsourcing is quite simply doing for your business only what you do best and having someone else do the rest. Today, the “someone else” may not a person at all but a range of inexpensive Internet-based services. These services effectively allow your business to outsource major functions by (1) automating specific activities; (2) providing communications, sales, or marketing capabilities; (3) reducing the effort involved in formerly time-consuming efforts; or (4) managing complex tasks that would

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GO IT ALONE! Copyright 2004 by Bruce Judson. Reprinted by permission of HarperCollins Publishers. All rights reserved.