Rob is awesome! I've become a big fan of him and his podcast, Startups for the Rest of Us, after stumbling across this book. It's extremely thorough but not bloated - he gets right to the point. The book has saved me from wasting time and money going down many windy and fruitless roads. There's a lot of false or exaturated information out there with regard to startups and a lot of assumptions are made in the process that are off track. Rob steers you in the right direction and doesn't hold back his wisdom.If you're serious about Startups and have a mind that is open to reality, then read this book.