A bright pep talk for aspiring entrepreneurs.




A guide to entrepreneurial success from the founder of the Rainforest Café.

In short, snappy chapters, Schussler, CEO of Schussler Creative, Inc., offers advice culled from his career developing some of the country’s leading theme-based restaurants. Readers of motivational books have heard much of it before: Be a risk-taker. Be creative. Pay attention to detail. Thank people. Be passionate. “I’m talking about PASSION,” he writes. Keep trying, and “never give up—no matter what!” However familiar, the homilies are grounded in real life, as demonstrated by his many instructive and entertaining stories. A go-getter from an early age—he held more than a dozen jobs before turning 16—Schussler was in his 20s, selling TV advertising in Chicago, when he decided to go to work for himself. He began restoring old juke boxes, opened a store selling nostalgia items, went bankrupt and then used his unsold inventory to create a successful 1950s retro dance club. That’s when he realized that with a good idea, anything was possible. To attract investors to his plans for a themed restaurant based on the tropical rainforest, he turned his suburban home into a misty jungle that included 40 tropical birds, two tortoises, a baboon, countless fish, waterfalls, rock outcroppings, rivers and a full-sized replica of an elephant. After urging the author to seek psychiatric help, a visiting venture capitalist toured the house, returned with his kids and eventually provided start-up money for the Rainforest Café chain. Another time, Schussler was in the Dakota Badlands, realized dinosaurs had roamed there and came up with the idea for his T-Rex family adventure restaurants. The author writes that he learned the importance of publicity when, as a young man, he donned a Superman costume, got into a wooden barrel and had two policeman friends deliver him to an interview for a sales job. “Son, you are the sickest person we’ve ever met,” he was told. “You’re hired.”

A bright pep talk for aspiring entrepreneurs.

Pub Date: Sept. 7, 2010

ISBN: 978-1-4027-6289-5

Page Count: 256

Publisher: Union Square/Sterling

Review Posted Online: July 23, 2010

Kirkus Reviews Issue: Aug. 15, 2010

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Striking research showing the immense complexity of ordinary thought and revealing the identities of the gatekeepers in our...


A psychologist and Nobel Prize winner summarizes and synthesizes the recent decades of research on intuition and systematic thinking.

The author of several scholarly texts, Kahneman (Emeritus Psychology and Public Affairs/Princeton Univ.) now offers general readers not just the findings of psychological research but also a better understanding of how research questions arise and how scholars systematically frame and answer them. He begins with the distinction between System 1 and System 2 mental operations, the former referring to quick, automatic thought, the latter to more effortful, overt thinking. We rely heavily, writes, on System 1, resorting to the higher-energy System 2 only when we need or want to. Kahneman continually refers to System 2 as “lazy”: We don’t want to think rigorously about something. The author then explores the nuances of our two-system minds, showing how they perform in various situations. Psychological experiments have repeatedly revealed that our intuitions are generally wrong, that our assessments are based on biases and that our System 1 hates doubt and despises ambiguity. Kahneman largely avoids jargon; when he does use some (“heuristics,” for example), he argues that such terms really ought to join our everyday vocabulary. He reviews many fundamental concepts in psychology and statistics (regression to the mean, the narrative fallacy, the optimistic bias), showing how they relate to his overall concerns about how we think and why we make the decisions that we do. Some of the later chapters (dealing with risk-taking and statistics and probabilities) are denser than others (some readers may resent such demands on System 2!), but the passages that deal with the economic and political implications of the research are gripping.

Striking research showing the immense complexity of ordinary thought and revealing the identities of the gatekeepers in our minds.

Pub Date: Nov. 1, 2011

ISBN: 978-0-374-27563-1

Page Count: 512

Publisher: Farrar, Straus and Giroux

Review Posted Online: Sept. 4, 2011

Kirkus Reviews Issue: Sept. 15, 2011

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Not only the definitive life, but a tour de force by a master.

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One of history’s most prolific inventors receives his due from one of the world’s greatest biographers.

Pulitzer and National Book Award winner Morris (This Living Hand and Other Essays, 2012, etc.), who died this year, agrees that Thomas Edison (1847-1931) almost certainly said, “genius is one percent inspiration and ninety-nine percent perspiration,” and few readers of this outstanding biography will doubt that he was the quintessential workaholic. Raised in a middle-class Michigan family, Edison displayed an obsessive entrepreneurial spirit from childhood. As an adolescent, he ran a thriving business selling food and newspapers on a local railroad. Learning Morse code, he spent the Civil War as a telegrapher, impressing colleagues with his speed and superiors with his ability to improve the equipment. In 1870, he opened his own shop to produce inventions to order. By 1876, he had money to build a large laboratory in New Jersey, possibly the world’s first industrial research facility. Never a loner, Edison hired talented people to assist him. The dazzling results included the first commercially successful light bulb for which, Morris reminds readers, he invented the entire system: dynamo, wires, transformers, connections, and switches. Critics proclaim that Edison’s innovations (motion pictures, fluoroscope, rechargeable batteries, mimeograph, etc.) were merely improvements on others’ work, but this is mostly a matter of sour grapes. Alexander Graham Bell’s telephone was a clunky, short-range device until it added Edison’s carbon microphone. And his phonograph flabbergasted everyone. Humans had been making images long before Daguerre, but no one had ever reproduced sound. Morris rivetingly describes the personalities, business details, and practical uses of Edison’s inventions as well as the massive technical details of years of research and trial and error for both his triumphs and his failures. For no obvious reason, the author writes in reverse chronological order, beginning in 1920, with each of the seven following chapters backtracking a decade. It may not satisfy all readers, but it works.

Not only the definitive life, but a tour de force by a master.

Pub Date: Oct. 22, 2019

ISBN: 978-0-8129-9311-0

Page Count: 800

Publisher: Random House

Review Posted Online: July 15, 2019

Kirkus Reviews Issue: Aug. 1, 2019

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