HOW I BUILT THIS

The book version of the popular NPR podcast.

As Raz explains it, his titular radio show, which features in-depth interviews with entrepreneurs from across the business landscape, is less a how-to-succeed-in-business program than a storytelling hour. Lectures have their place, but a good story will keep listeners tuned in. Featuring his probing yet welcoming narrative voice, Raz presents stories that serve as solid lessons in entrepreneurship. While the syntheses of the lessons are useful, it is the learning curve—the story-by-story building of business acumen—that imparts the most wisdom. The comments from the entrepreneurs are consistently candid and practical. For example, begin with a concrete, unique idea that lies “at the intersection of personal passion and problem solving.” From dozens of on-the-ground stories, Raz gathers countless business pearls: Don’t quit your day job; do your homework; find a co-founder since humans thrive when we work together; prioritize the funding of the business, whether through bootstrapping or other people’s money, such as a relative’s or venture capitalist’s. The narrative then moves on to business-building—all the tests that you will have to confront and overcome with a new business—and Raz introduces new characters and continues to follow entrepreneurs we have met in the earlier chapters, thus enabling readers to grasp the path to their success. In the concluding part of the book, the author tackles what he feels most profoundly about: passion and decency. Kindness, generosity, and respect are critical to a long-lasting business (plus a shared purpose and values); without passion—“it’s about finding and fulfilling a deeper purpose”—look forward to a lifetime of disgruntlement. Among the businesses included in the book: Dell Computer Corporation, Boston Beer Company, FUBU, Method cleaning products, Chicken Salad Chick, Allbirds, Stacy’s Pita Chips, and Carol’s Daughters.

Years of business wisdom distilled into an entertaining and useful narrative.