Adam Davidson

The core idea of the book is that it's easier in the 21st century for someone to pursue their passion as a business, even if it is a niche business, because now you can reach all your potential global customers at low cost, and you can send them your product at low cost. And since it's a niche business, you don't need to worry about competition from giant companies; it's too small for them to bother.

There are other ideas and variations of the core idea. For example, the niche might be quite large, but you might be doing something so different from what currently exists that the big companies can't do the same thing without destroying their existing business (i.e. the classic Innovator's Dilemma).

The core idea is somewhat obvious, but I don't think it has been realized by enough people, so it's good that this book was written and gave a name to the idea.

There's one thing I didn't like about the book, which has nothing to do with the content. The pages opposite the spine of the hardcover have a "deckle edge" (i.e. they are rough and bumpy if you run your fingers from front to back). That makes it seem like a low-quality bargain-bin book. That's a pity, because the content is not low quality.… (more)