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Book Review: Startup Commandments

Vaidyanathan is a raconteur to the manner born. Her style is witty and free-flowing

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Bengaluru was recently declared the most dynamic city in the world. While we Bengaloreans are left scratching our heads, every one of us would admit if that were the criteria for the number of startups in a city, then we would be peerless. Gone are the days when the sole aim in life was to get a stable job. But now, if you are not an entrepreneur, you haven’t arrived.

Into this milieu, comes a qualified teacher and mentor with her advice. Nandini Vaidyanathan’s Start Up Stand Up: A Step-By-Step Guide To Growing Your Business is a simple rulebook that promises to put you on the road to the startup heaven. She has 20 commandments that are essential for any budding entrepreneur.

Beginning with choosing the first customer and creating a business plan, Vaidyanathan, founder of CARMa, goes on to elaborate on other qualities an entrepreneur should have or develop, illustrating them with a lot of famous examples and her own experiences. Some of the stories may be familiar, but some are unknown and almost unbelievable. Most of the sutras come with suggestions and pointers.

Vaidyanathan spends a lot of time on investors. Maybe, it is because in her experience mentoring that would be where the entrepreneur stumbles. These sections read more like what-is chapters rather than how-to ones. There is also a sutra that insists that you should have a mentor. Vaidyanathan tries her best to deflect the obvious criticism, considering she is a professional mentor, but cannot quite escape it.

Any entrepreneur worth his salt should always listen to advice, whether he heeds it or not. Start Up Stand Up should definitely be on their list of books to read. Like every good self-help book, those reading it will feel that they always knew these things at the back of their minds, but could never put them into words.

What will probably impress the reader about Vaidyanathan’s book is the quality of her writing. She is a raconteur to the manner born. Her style is witty and free-flowing. It never seems forced. The pages turn themselves. This is a rare talent. Vaidyanathan may or may not choose to shift genres, but she definitely possesses the tools.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.


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books book review startup magazine 20 march 2017 jaico

Vinu Syriac

The author is a freelance contributor

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