I listen to audio versions of these business books while I am driving and normally I will listen to them at 2x speed. This is the first book for a long time that I have slowed down so I can listen and absorb it fully at near normal speed…

The premise of this book is to take you through twenty-four assets Priestly has defined your business as needing to be successful. He describes himself as a pragmatist rather than an academic so these assets are only described at a superficial level rather than a deep dive. This approach will enable you to become armed with talking points when discussing your business with professionals and advisors.

‘The 24 assets are the assets you will need to add to, and scale up, your business.’

The delivery of this book is very clean and Priestly comes across as authoritative. This book is a perfect example of using stories of other peoples’ experiences to illustrate a point but not using them for padding.

A valid point is made between desire and design and serves as a refreshing antidote from the veritable sea of mind-set books. Priestley states he has interviewed many a failed entrepreneur as well as the successful ones, and the failed ones always had as much as, if not more desire to succeed. Priestley states that it is not your desire, but the design of your assets that will be the key to your success.

To amplify this point, an analogy is made between a bicycle and a pensioner driving an old Toyota. A cyclist may have all the desire and the best made bike in the world, practice for eight hours a day, and plaster his home in vision boards, but he still cannot beat a pensioner driving an old Toyota because the bike was not designed to go at those speeds.

This feeds into the core premise of the book. Regardless of your business model, lifestyle or performance, it is the design of the assets that will be key to success.

‘A business succeeds because it was designed to succeed, it is an ecosystem of assets that have been developed and utilised efficiently, a blend of intellectual property, capital equipment, staff, leadership, and innovation.’

Regardless of your level of business experience, this book will add to it or increase it. It also has an uncanny knack of poking you in the sore spots. These may be areas of your business development journey where you are going wrong or where you are secretly but deliberately procrastinating.

In conclusion, if you have read ‘The E-myth revisited,’ then 24 Assets will feel like a natural follow up book. I loved it and immediately listened to it all over again once it had finished. I learned a lot and will happily award it a well-earned 9 out of 10. Even if it did make me feel uncomfortable at times by homing in on some of my bad practices. Be prepared to experience this too 

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