Judson lucidly illustrates three key points: a business can be started with minimal capital; does not need employees, especially in the start-up phase; and has unlimited revenue potential.

Introduction : conventional wisdom is just plain wrong -- 1. Overview : the new go-it-alone business -- 2. Principles for success -- 3. The great shift in what's possible -- 4. Do what you do best -- 5. How to create your business system -- 6. The myths about start-ups -- 7. Why you don't want to be a free agent or a franchise -- 8. Managing extreme outsourcing -- 9. Lessons from some inventive companies -- 10. Evaluating your proposed business -- 11. When to quit your day job -- 12. The race to liquidity : why venture capital is not for you -- 13. Mistakes happen -- learn from them -- 14. Suddenly, just me -- Conclusion : fear is the enemy.