Crack difficult challenges
‘Do Something Different’ is an account that new and old entrepreneurs can use as a ready reckoner. By Nidhi Chandola

Henry Ford wanted to find a quicker way to assemble cars. The system at that time brought workers to the parts and materials. Ford reversed the system and made the parts to be sent to the workers. The result was the assembly line. It became possible to turn out cars at a much faster rate and thereby bring the price down. The discovery was a landmark and led to the birth of a massive automobile industry. This is one of the instances that Jurgen Wolff provides in his book as an example of how the rules of the game can be changed with out-of-the box thinking.

Roller coaster ride
The world of business is unpredictable with its own set of highs and lows. And it is precisely to negotiate such turbulences that ‘Do Something Different’ comes in handy. With its interesting real life strategies which business tycoons have benefited from over the years, the book is a sure shot bet to increase your marketshare. Business is never the same as it was some years back. In today’s scenario of cut-throat competition and numerous ideas floating in the market, this is the book, which takes one on a journey of self-discovery. The book provides the reader with 14 well thought out and effective principles to sell yourself, your product or service to customers, as they are the ones who give you an opportunity to make money. These principles are brought across through individual chapters that are suitably supported with more than 100 anecdotes. Wolff lays a plate of ideas to identify the type of customers who have never had a taste of your product and how to invigorate them into taking your offer. Knowing your customers fancies is something that is the pronto. Accordingly, one has to redefine oneself to cater to the interests and needs of the untapped customer. If one is able to customise the buyer one captures the field. Not only the buyer, it is also your team who need to be x-rayed for brain-ticking ideas. Wolff gives an insight into the ways of the trade. He raises many questions that will regale the preset minds and make them envisage new possibilities confidently.

Sometimes one is burgeoning with the desire to start a business but finds himself standing at a crossroads. It is at such a stage that Wolff’s book leads one. Its various anecdotes propel your mind into action. Very tangily written this prospectus on business expertise will certainly prove to be the Bible for sprouting entrepreneurs. The author has taken real instances from all walks of life and provided the reader with ideas on how to get down to starting a business, how to boost sales and even applying for a job. The book also given a list of ready references of books and magazines to help one find resources.