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  • Anyone who has recently lost his or her job as a result of layoffs and is deciding what it makes sense to do next

  • Entrepreneurs who will benefit from the innovative approaches suggested here

  • Small-business employees who dream of starting their own enterprises but lack the capital

  • Stay-at-home parents who want to reenter the workforce on their terms

  • Seniors who want to create their own home business with control over their hours, one that takes advantage of their available time, not their capital


It’s useful to understand how this book came about. In many ways, it represents the culmination of a multiyear odyssey that began at the Yale School of Management. Several years ago, I was coteaching a marketing course that involved the use of new Internet technologies. As I thought more and more about the implications of our subject—and interacted with colleagues and students—I became increasingly convinced that I was developing a new body of ideas related to starting a solo business. I found these ideas so compelling—and so counter to conventional wisdom—that I ultimately decided that there was only one thing to do: test my growing convictions by launching businesses of my own.

On the one hand, I conceived of these businesses as a living laboratory: They were to be a battle test of my seemingly heretical notions. On the other hand, I was also excited by the idea of starting substantial businesses that would let me be captain of my own fate and generate a valuable income for my family.

To date, I have started several businesses based on these ideas. One of these, Speed Anywhere, Inc. (, is discussed at length in this book. The principal result of these efforts is my absolute conclusion that in appropriate circumstances,

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