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If you look at recent books about the Internet Economy – The $100 Startup, Platform, The Fire Starter Sessions, Wisdom Meets Passion – they have key themes. In general, the authors write: On the internet, the opportunities are there, but you have to be in a certain mindset to see them. When you’re in that certain mindset, then you can start to frame a business. When you start to frame a business, the internet is an amazing tool unlike anything ever created, and it can help you.

I am not attempting to minimize these books and their messages. I think they’re all true, and extremely helpful. Because this is a different time. It is far more possible for more people to connect with others than any other time. It is far more possible to let people know of your abilities and be there to give your services. It is far more possible to sell something to more interested customers. These are incredible messages from these books. And in proclaiming this message, I wish to add The Impact Equation to this. But just as these other books have their own spin on this general theme, The Impact Equation spins in its own direction as well.

And what is that direction?

Simply, get started, and get good.

If you’ve read Julien Smith’s blog before, you know he believes in this stuff. He recently wrote “Effective immediately, the reality of the new world is that if you build it, they won’t give a shit.” OK. So, perhaps working with Chris Brogan chills him out a little bit. In this book this idea comes out as: “You must realize that your ideas, almost all of them, are simply not strong enough to survive in the modern idea ecosystem. They haven’t evolved enough. They haven’t encountered enough challenges. You haven’t worked on distilling them enough or sharpening them like a sword. They cannot cut through the armor that shields your potential audience’s minds.” Even through a different lens, this is quite a statement. It can be off-putting. If you are considering fledgeling steps in entrepreneurship – hey, I should be able to make some money like these guys – here is a book that’s saying, not so fast.

Don’t think that this is a bummer book, however. This is passionate, empowering stuff. It only helps budding entrepreneurs to hear that it’s not about the tools – the authors refer to Lance Armstrong’s “It’s Not About the Bike” book – but it’s about your command of your message. Consider the following motivator: “If we were to look at the impact curve of a channel you own, it would not look like a bell curve—up then down, flatlining quickly—but a continuous, never-ending mountain. Over time the peaks get higher; you see the line climb to heights unimaginable. And just as each step up a mountain seems easy and eventually leads to huge heights, each step in building audience is easy, and unlike with hype, you don’t immediately fall to zero afterward.”

Truth is truth. I hope the words in this book makes you work. For me, I put in a little more time on writing my own book, made a couple of more networking calls. All in the midst of another Minnesota rain/snowstorm. That’s valuable. I promise, you will get value out of this book. But perhaps, it’s similar to the lessons of the Internet Economy itself: you only get out what you put in.

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