12 LAWS OF THE JUNGLE

Cleland, the CEO and founder of the Soltara Healing Center, offers strategies for entrepreneurial combat in this guide.

The author is the head of a Costa Rica–based health-retreat company that depended upon international travel, which was dramatically affected by the Covid-19 pandemic. He realized that he was fighting for his financial life, so he decided to document his experience in these pages. The result is a book that interweaves an account of this journey with 12 “laws” he developed to make it through the upheaval. Comparing entrepreneurship to jungle combat may not be a novel concept, but it serves the author well; as he asserts, “our dreams reserve themselves for those who are daring enough to troop into the jungle, endure the ruthless elements, and keep taking enormous action.” Cleland’s laws are also creatively couched in this metaphor; Law 3, for instance, is “Learn to Hunt” (referring to “selling and influencing”); Law 7 is “Plan for Snakebites,” or, rather, setbacks; and Law 9 is “Sharpen Your Spear,” which encourages readers to look for major opportunities. Early on, Cleland refers to “the Wartime CEO,” suggesting that “decisions are the individual moves that advance your startup war.” By setting this kind of tone, Cleland’s makes it clear that his own business survival was at stake, and he makes a convincing case for doing whatever it takes to succeed. However, the result is a take-no-prisoners atmosphere that may not appeal to all readers. Still, the book’s messaging is on target and will be relevant to budding entrepreneurs as well as those who’ve long been in business. It includes such fundamentals as how to develop a sound vision, motivate a team, and master one’s financial resources, and these basic building blocks are described well. In addition, the fact that Cleland is providing this real-time counsel as he undergoes his own business struggles has real resonance, as when he advises entrepreneurs to “realize deeply that your decisions aren’t just about now” and to “have backup plans. And backup plans to those backup plans.”

Solid and actionable business advice hampered at times by a rough tone.