The best overall reality check on business acumen I have found to date. To wit: "The economic model is a myth." (p.179) Quite simply put, people must be at the center of your attention, yourself included. This is not a cheesey "know thyself and listen to others" self-help book. It is a wholesome sandwich. And you will likely be able to read it in the time it takes to make and eat an artfully delicious sandwich.

What I liked most was the recognition that people are the most unmanageable part of whatever we are trying to do in a business enterprise-- whether they are customers or employees or partners or ourselves.
This book broadens and deepens one's business acumen by suggesting that it is tied to one's self-awareness and awareness of others. We all have a lack of complete consciousness and to do business well, we must admit this and strive to be more conscious of the world we are in and the people in it.

In it's detail, it articulates key considerations about the visual, emotional, functional, financial preferences of people. "One must be interested in how things look, and how things feel, and how things work, and then, finally, in the money...[Money] is not the primary reason or justification for being in business." (p.179)

Toward the end of the book you get this summary that is supported by thoughtful, substantive, quick-reading exposition in the middle. "An E-Myth Enterprise is a business that takes personal responsibility for the condition of the world it finds itself in; for the condition of the people with whom it interacts; for the condition of their children and their children's children; for the condition of the very quality of life itself." (p. 181)

It is deceptive lightweight sandwich that nourishes like any surprisingly delicious lunch. Fresh ingredients, simple preparation-- it restores energy and renews purpose. I will put this on a list for re-reading often. ( )