Now in paperback from the author of Ask , a meticulous step-by-step plan for entrepreneurs and start-up businesses to choose the right market to serve. What type of business should you start? It's a question that for the past 10 years, Inc. 500 CEO and best-selling author Ryan Levesque--featured for his work in The Wall Street Journal, USA Today, Forbes , and Entrepreneur --has guided thousands of entrepreneurs through the journey of answering. One of the biggest reasons why so many new businesses fail is because in the quest to decide what business to start, most of the conventional wisdom is wrong . Instead of obsessing over what --as in what should you sell or what should you build--you should first be asking who . As in, who should you serve? The what is a logical question that will come soon enough. But choosing your who is the foundation from which all other things are built. That is what this book is all about. Levesque's meticulously tested, step-by-step process is designed to minimize your risk of failure and losing money upfront, giving you clarity on what type of business to build and the confidence to finally take that leap and get started.