Two Extra Steps should be required reading for all business and hospitality management majors: no fluff or pointless life stories, just incredible detail, excellent examples, how to identity problems, and work though the problem solving process. Faeth jumps right into the nuts and bolts of creating a business that will not only succeed, but last, wasting no time. He helps readers identify their specific customers in order to best build their specific and individualized company, then refines it throughout the course of the book touching on topics such as how to build a team, invest in intentionality, build pricing structures, and complete the "super graders framework" to assess how their business stacks up against competitors. And no, "smarketing" is not a typo! I suggest taking notes and actually working through this book like a workbook! Two Extra Steps will help anyone willing to actually put in the work grow and multiply tiny successes into meaningful wins both in and out of the business sphere, then help owners price their business wisely so they can retire or reinvest.

Faeth comes across as real, not like those fake TikTok financial gurus whose posts on social media just try to sell you their proprietary get-rich-quick tutorial. He gives you everything you need to know and bases it off a simple formula:

~ Think what others don't: identify a specific need and possible solutions.
~ Do what others won't: complete one (or two!) extra steps, be memorable, eliminate pinch points, etc.

On a side note, it was heartbreaking to hear of Tiger Wood's abusive childhood knowing the fruit it produced in his glamorous, yet drug addled, alcohol dependent, criminal adult life.

Thanks to BenBella Books and NetGalley for this ARC!