I loved this book!Rob outlined what I believe to be some very fundamental ideas that anybody can put into practice immediately which will prove to be extremely valuable!I think nowadays a lot of people believe they need a lot of money to start a business or prove a concept and this book turns that way of thinking completely on it's head. I'm guilty of thinking that way as I have been fascinated with watching shows like Shark Tank, the Profit and others that are very similar. Nowadays you hear about that big VC backed company on Tech Crunch and want to believe that that's the only way to get your startup off the ground. I even went to the extent of participating in an accelerator in the bay recently and while that was an amazing experience that taught me a lot, I've learned that getting an investment isn't the only way to get your company off the ground.Since reading this book I've been able to test several ideas of my own (all within a month) for hardly any money (about $100) and am expecting to see a return on my investment very soon now.Before this book I would built out an entire application (a very time consuming process) come to find out that it wouldn't work 6 months and several thousand dollars later.This book has helped me avoid those pitfalls so I'm really glad I read it.I HIGHLY recommend anybody looking to start an ecommerce, software, and even a traditional business read this book as a lot of the concepts still apply to traditional businesses.