This book can help your business by feeding you ideas on how to talk to prospects about transitioning from wherever they are to pursuing what they love to do, including going into business for themselves.

With the collapse of our economic system and the threat of a long-term depression, Dave Pollard explains why now is the best time to start your own business.

“Opportunities abound in cultural transitions,” he says, “especially those that are potentially devastating if creative answers are not found and implemented.”

The purpose of this book is to guide and change the way we do business in the hopes of forming a new, more natural and sustainable economy.

In his opening letter to the reader, Pollard reminds us of a famous quote by Buckminster Fuller: “You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.”

Pollard then asks the reader to join him in becoming part of a new model, the natural enterprise.

“I’m asking you to do more than just freeing yourself from a life of grinding, miserable, meaningless work,” he says. “I’m inviting you to take a pledge and join in equal partnership with others to be a model and show the world a better way to make a living and live your life.”

Throughout his book, Pollard tracks the journey of three people asking the question, “Now what am I going to do?” These people are composites of the three main categories whom this book is for: the not-yet-employed, the under-employed and the second-career seekers.

What’s holding people back from doing what they want to do? Pollard maps out the ten fears of entrepreneurship and how working naturally can overcome them.

Pollard’s vision is backed by a solid belief that a better way is possible, and his book methodically exposes his arguments: part one helps you discover what you were meant to do; part two teaches how to create natural work; part three shows you how to make it sustainable.

“The Natural Economy could come about as quickly and miraculously as the Industrial Economy was ushered in by the steam engine and the division of labor,” says Pollard.

To bring us safely to a renewable standard of living, he suggests a combination of can-do spirit, entrepreneurial innovation, collaborative teamwork, a sense of service and deep reverence for nature’s ways. Temperate needs, slower growth and appropriate scale coupled with modest returns on investment will become the responsible way of doing business when nature becomes a partner rather than just a resource to exploit.

From new graduates to nine-to-fivers who hate their jobs, from baby-boomers looking for a second career to anyone recently laid off, Dave Pollard inspires and offers a framework to get started finding the Sweet Spot of self-employment.

Paperback, 208 pages, $17.95;
Chelsea Green Publishing, 2008