Lysa

Paulo Coelho's enchanting novel has inspired a devoted following around the world. This story, dazzling in its simplicity and wisdom, is about an Andalusian shepherd boy named Santiago who travels from his homeland in Spain to the Egyptian desert in search of treasure buried in the Pyramids. Along the way he meets a Gypsy woman, a man who calls himself king, and an Alchemist, all of whom point Santiago in the direction of his quest.

Built To Last, the defining management study of the 90s, showed how great companies triumph over time and how long-term sustained performance can be engineered into the DNA of an enterprise from the very beginning. But what about companies that are not born with great DNA? How can good companies, mediocre companies, even bad companies achieve enduring greatness?

Here, the FUBU founder and star of ABC's Shark Tank shows that, far from being a liability, broke can actually be your greatest competitive advantage as an entrepreneur. Why? Because starting a business from broke forces you to think more creatively. It forces you to use your resources more efficiently. It forces you to connect with your customers more authentically and market your ideas more imaginatively.