A well-known mantra in business is to "follow your passion" or to "do what you're passionate about." Whilst this is true, a key and pertinent question remains - is passion the only attribute required to start, grow and maintain a successful enterprise? In this insightful book, the reader is exposed to the additional essential considerations that will ensure that aspiring entrepreneurs, startups and existing business owners launch and run thriving businesses. Whilst passion is a strong motivator behind a business idea, this book argues that it alone is not sufficient. This practical, concise...