I know that most coaches could care less about business books, but I felt it was important to go inside of the mind of many businesses to see why so many of them produce such bad products even when they funded by investors. I strongly suggest this for everyone, not just private coaches and facilities.Often equipment or services are always missing that last 10% that transforms them from almost perfect to out of business so soon. For example, the mobile health industry is shaping how teams are changing and evolving their practices with athletes, but without great products and equipment it’s just a giant game of smoke and mirrors. The biggest example of how this is affecting teams is the influx of analytics garbage we see today with vendors pretending to be doing magic behind the scenes. Everyone is in on it because let’s face it, money is to be made in sport and healthcare, and everyone is chasing the almighty dollar. I work with three start-ups in San Francisco doing beta testing of equipment, and I warned them that focus on creating a good product and making customers happy. Two didn’t listen as they were slaves of investors and made products that would pitch to investors and it came back to haunt them. Trusting my gut instincts, I felt the direction was highly directed to pitching and idea with a start-up versus starting a business and making a good product. We are seeing this with all of the products on the mHealth market, and this is why they are flavors of the week. The book is perfect for those trying to do a good job and are misinformed with the cliche advise that does not work in the real world. It’s refreshing and a quick read when one is on the plane or enjoying a lazy Sunday.