It doesn’t start off with the assumption you find in most other books that you’ve got a fully-fledged business idea and all you’ve got to do is write the business plan.

Instead, it shows you how to cultivate your first idea into a viable business opportunity.

The writers have used a simple four-stage model to structure the process. Because the book is written around this model, with case-studies and examples to back up the argument, it is easy to follow. The writing itself is very clear. In fact, it makes more sense than most of the other so-called specialist books on creativity I’ve come across put together.

The focus on getting the idea right, and not rushing in with the first idea you’ve got, was reassuring.

The techniques shown are very practical and I can see that you could pick and choose from them to suit all sorts of different situations.

There’s a lot of women entrepreneurs highlighted, which is also good.

The book has certainly helped my approach to starting a business – I just wish I had come across it before.

My main complaint is that writing style is verbose and, in many cases, cryptic. It easy to find sentences in this book spanning six or seven lines, where just one or two would suffice. The chapters themselves just seem to aimlessly meander, rather than take the reader on a meaningful journey.

Another problem in my opinion is that the case studies don't adequately reinforce the concepts. Instead, they appear to exist just to fill more pages and serve only to further waste the reader's time.

Having said all that, there are some very interesting ideas hidden away in here. It does appear to fill a genuine niche in the business book market, and perhaps also in the average entrepreneur's mindset. If a heavily edited second edition comes along, I'll take another look.

Despite this, the subject can be difficult to address and the authors have done a good job of it. In the most part, it is easy to consume, perhaps a little simplistic for my own selfish needs.

Regardless of points of view, the onus is clearly on the reader to interpret and action this recollection and guidance in an effective manner. Particularly effective for helping individuals that are unsure what to do next with their ideas.