Upstart Business Planning
Upstart Business Planning

The Purpose Is Profit

Wyn Lydecker recently coauthored a book on entrepreneurship, The Purpose Is Profit: The Truth about Starting and Building Your Own Business (Greenleaf Book Group). Her coauthor, Ed McLaughlin, bootstrapped his first company, USI, grew it into an Inc. 500 company, and 14 years later sold it to a Fortune 100 company. The book uses the full arc of McLaughlin’s journey, including the failure of a second startup, to reveal the essential business principles all aspiring entrepreneurs need to know, including:


  • Why distinctive competence trumps passion in selecting the business to build.
  • Where and when to get funding without losing control.
  • How to build an entrepreneurial brand that lasts.
  • Why profit should be factored into every business decision.
  • How ethical behavior breeds trust and unlocks profit.


As a special feature, the appendix includes two essential guides: The Startup Roadmap and The Startup Funding Guide.


Learn more about our book, The Purpose Is Profit.

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© 2018 Wyn Lydecker