A graduate of The London School of Economics, Shaa Wasmund's entrepreneurial career had an unusual start. At 22 she won a competition to interview Super Middleweight boxing champ Chris Eubank and ended up helping to promote his next fight to a sell-out 48,000 live crowd and an 18 million TV audience. Shaa remains an ardent boxing fan. Shortly after she set up her own PR and marketing company and won the then relatively unknown vacuum cleaner company Dyson as one of her first clients. Working alongside Sir James Dyson helping to establish Dyson as a global brand taught Shaa more about business than any MBA. To this day, Shaa credits James as being one her biggest sources of inspiration. Richard Newton is an entrepreneur, consultant and writer. After spending almost ten years writing about business for The Sunday Telegraph, The Mail on Sunday and others, Richard decided to switch sides, walk the talk and run his own business. He co-founded a software company that supplies brand management solutions for many of the world's largest consumer brands. He is now a co-founder, director, board adviser and/or mentor at a number of tech companies and start-ups including Screendragon, Call Trunk and Txt2Buy.

PART 1 TICK TOCK 1 The FIRST reason to start something now...YOU CAN 8 The SECOND reason to start something now...Unconventional is Conventional 12 The THIRD reason to start something now...The Feeling of Emptiness 20 The FOURTH reason to start something now...That Ticking Sound... 24 PART TWO THE ITCH 31 PART 3 FEAR AND REGRET 65 PART 4 START 107 The Elimination of Procrastination 112 PART 5 THE ART OF DECISION-MAKING 131 PART 6 ...AND ACTION 151