Sabtu, 27 September 2014

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Crochet for Christmas: 29 Patterns for Handmade Holiday Decorations and Gifts, by Salena Baca

Decorate your home for the holidays with festive crocheted decorations, ornaments, and Christmas cozies! Need a quick holiday gift? This book has you covered there, too, with cute crocheted hats, cowls, and other accessories that work up in a jiffy.

  • 29 crochet patterns for Christmas décor and stylish accessories
  • Patterns created by members of the Design Wars Challenge, a group of crocheters who compete for votes in various Design Challenges and work together to expand the style of modern crochet
  • Colorful and fun to crochet patterns include Reindeer Basket, Penguin Ornaments, Catching Stars Shawl, Braided Cables Christmas Stocking, Spice Hood, Fair Isle Hedgehog, and many others

    • Sales Rank: #235267 in Books
    • Brand: Stackpole Books
    • Model: 436378
    • Published on: 2015-07-15
    • Original language: English
    • Number of items: 1
    • Dimensions: 10.00" h x .25" w x 8.00" l, .44 pounds
    • Binding: Paperback
    • 128 pages
    Features
    • Stackpole Books-Crochet For Christmas

    Review
    "Because many of these items are more seasonal than religious...users looking for seasonal themes will find the crochet projects varied and to their liking, from Poinsettia balls to crocheted coffee cup sleeves for warm beverages, making for a top pick for any holiday needleworker." (Diane Donovan The Bookwatch 2015-11-30)

    About the Author
    Salena Baca is the founder and host of the Design Wars Challenge and curator of this Christmas crochet collection. Also a designer and contributor to Crochet for Christmas, she lives and crochets in New Mexico.

    Most helpful customer reviews

    7 of 7 people found the following review helpful.
    Amazing book!!!! I love everything and the only problem I had was which to make first.
    By Susan D
    I am in love with this book!
    I don't think the cover does it justice.
    With over 27 sets of patterns
    it's jam packed with things to make.
    When the title says Crochet for Christmas
    it doesn't just mean decorations.
    There is a fantastic mix of projects to
    decorate for Christmas and things to
    make for people for Christmas.
    I love the fact that it's a mix of patterns
    and to be very honest I think I would
    make just about everything in this book!

    The projects are varied, everything from a hood,
    cowl, slippers to snowman ornaments and
    Rudolf jar cozies.

    The book is made up of multiple designers
    using different yarns and stitches to
    create some amazing patterns.
    You get to know each designer with each pattern.

    There are patterns for every level of crocheter
    so you are sure to find something to make in the book.
    The book starts with the Silver & Spice Hood
    and it's a fantastic pattern at an easy level.

    All the patterns are in an easy to read
    written format and in some of the patterns
    the chart is also included.

    As each pattern is designed by a different
    designer it means that each of the projects
    is unique from any other.
    All the patterns use Lion Brand yarn
    which means they are easy to acquire
    and not too costly.

    I cannot express enough about the
    amazing designs.
    Some are fun like the Angel, Santa's Helper,
    & Snowman ornaments.
    Others are gorgeous like the North Star Cowl.
    The range of patterns are perfect for children,
    adults, girls & boys.
    I can't believe how much is covered in this one book.
    You could make just about everything for Christmas
    from this book.
    They even have a Glamour Top which you can
    make so that you look fantastic
    on Christmas Day.

    There is even a Tunisian Crochet cardigan.
    It looks amazing and looks just like knit.

    This book is amazing value for money
    and one that you'll be able to bring out every Christmas.

    I received this book to review.
    However all opinions expressed are my own.
    No monies were exchanged.

    4 of 4 people found the following review helpful.
    Love it!
    By Heather Haueter
    Love this book. Lots of adorable holiday patterns by great designers.

    3 of 3 people found the following review helpful.
    Amazing Pattern Book!
    By Danyel
    This book is GORGEOUS. The designs, photography, and instructions are all very-well done! Highly recommended!!

    See all 10 customer reviews...

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  • Rabu, 24 September 2014

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    Sabtu, 20 September 2014

    [J162.Ebook] Free Ebook Skylanders Giants: Master Eon's Official Guide (Skylanders Universe), by Inc. Activision Publishing

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    Skylanders was the #1 kids video game of 2011. It is a revolutionary new experience that allows kids to bring real-world characters to life in a video game. These books expand upon the Skylanders world to create a unique and enjoyable reading experience.

    • Sales Rank: #292584 in Books
    • Published on: 2013-06-27
    • Released on: 2013-06-27
    • Original language: English
    • Number of items: 1
    • Dimensions: 9.00" h x .44" w x 6.00" l, .80 pounds
    • Binding: Paperback
    • 176 pages

    About the Author
    Activision Publishing, Inc. was founded in 1979 as the first independent video game software developer and distributor. Today, the company is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products for a variety of platforms.

    Most helpful customer reviews

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    I bought this for my 5 year old grandchildren who loved it. Since their video time is limited this fills in a lot of time for them with lots of interesting conversatio

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    Rabu, 17 September 2014

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    MATLAB is a powerful, comprehensive & easy-to-use environment for performing technical computations. It is an interactive program that deals with numeric computation & data visualization.

    This text provides a clear & concise introduction to the latest version of MATLAB and explores its use in solving engineering problems.The book is divided into two parts: Part I is a guided introduction to MATLAB, teaching the package in a hands-on way & Part II is an exploration of how MATLAB can be used to solve large classes of engineering problems in a variety of engineering disciplines.

    • Sales Rank: #6051619 in Books
    • Published on: 1999-06-21
    • Original language: English
    • Number of items: 1
    • Dimensions: 9.50" h x 1.50" w x 6.25" l, 2.26 pounds
    • Binding: Textbook Binding
    • 704 pages

    From the Inside Flap
    PREFACE
    This second edition of the book MATLAB for Engineers is adapted to version 5 of. MATLAB. The new features of MATLAB 5 include powerful program-development tools, new data types and structures, more graphic and visualization features, additional mathematical functions and major improvements to MATLAB application toolboxes, among them the introduction of SIMULINK 2. All these new features make programming easier, especially for complex applications. On the other hand, the number of new features is so large that it is impossible to describe all of them adequately in a one-volume textbook. To keep the introductory character of the text, and a reasonable book size, we limited the extent of updating as described below.

    We deleted all references to MATLAB 3.5. Where MATLAB 5 commands are different from MATLAB 4 commands, we updated them to version 5. A few new functions and graphic facilities that enhance programming power and graph readability are introduced. Titles, labels and text added to graphs are really improved by using the subset of LATEX commands admitted by MATLAB 5. For instance, instead of writing alpha as previously, we can now write \alpha and obtain the Greek letter alpha.

    From the new data types and structures we chose multidimensional arrays, structures and cells because we found them useful even in simple engineering calculations. Thus, in Chapter 2 we extended the spreadsheet model to represent it by a multidimensional array, and in Chapter 10 we used three-dimensional arrays for the RGB model of additive colour mixing. In Chapter 12 we introduced the new MATLAB structure facility to define graphs by a single data structure. In Chapter 17 we used structures to store values of constants together with their units, and we introduced new functions operating on character strings and cells to operate on those constants and obtain the values and the units of the results.

    A major updating is that of the material related to the integration of ordinary differential equations - (ODEs). MATLAB 5 introduces new integration routines that solve more difficult problems than those that could be treated in MATLAB 4. Examples of such problems are stiff equations and dynamical systems exhibiting discontinuities. Therefore, Chapter 14 underwent an extensive updating.

    A few new exercises were distributed among all chapters.

    MathWorks, Inc. took care to provide software usable after the year 2000.

    While preparing this new edition we received essential help from several people at MathWorks, from Baruch Pekelman and Oren Merom of Omikron Delta, the agents of MathWorks in Israel, and from Emma Mitchell, Bridget Allen and Michael Strang of Addison Wesley Longman.

    From the Back Cover



    MATLAB 5 FOR ENGINEERS
    Adrian Biran
    Moshe Breiner

    MATLAB 5 is the latest version of the popular, comprehensive and easy-to-use environment for performing technical calculations. Its interactive nature offers invaluable assistance with numeric computation and data visualization.

    MATLAB 5 for Engineers provides a clear and concise introduction to MATLAB 5, demonstrating its enhanced programming capabilities and exploring its use in solving engineering problems. Written for engineering students and practising engineers, it shows how MATLAB can be used to perform calculations, store tables and interpolate between stored values, process numbers obtained by data acquistion systems, and prepare engineering and research reports.

    The book is split into three parts: Chapter 1 is a concise MATLAB tutorial for users wishing to get quickly acquainted with the package itself; Part I (Chapters 2-10) is an introduction for engineers, beginning with basic calculations and helping the user to master techniques for solving progressively more complex problems; Part II (Chapters 11-17) focuses on more advanced material, featuring specialized applications and new functions.

    Key features include:
    · Full coverage of all the main features of MATLAB 5
    · A guided introduction to the basic MATLAB functions
    · Written in a clear and readable style
    · A wealth of end of chapter exercises, with solutions to selected problems
    · Real world examples from engineering mathematics, mechanical and electrical engineering
    · Appendices and summaries to reinforce learning
    · Studies of classical engineering problems, for which MATLAB yields concise and elegant solutions


    Adrian Biran is an Adjunct Associate Professor in the Faculty of Mechanical Engineering at Technion, Israel Institute of Technology.
    Moshe Breiner is the Managing Director of SimACon, a company specializing in the fields of simulation, mathematical analysis and controls. He regularly offers advanced courses in MATLAB.


    Also available by the same authors: MATLAB for Engineers (ISBN 0-201-56524-2), covering MATLAB versions 3.5 and 4.

    About the Author

    Moshe Breiner is the Managing Director of SimACon, a company specializing in the fields of simulation, mathematical analysis and control. He regularly offers advanced courses in MATLAB.

    Most helpful customer reviews

    5 of 5 people found the following review helpful.
    Generous engineering examples
    By Drew
    I thought the book displayed several engineering excercises with fully-explained script files. I recently employed part of the 'conic' file derived in this book to help solve a problem at work dealing with eccentricity! It also isolated the animation process rather well.

    4 of 9 people found the following review helpful.
    Hopeless book for any purpose
    By A Customer
    The book has a very limited reference to MATLAB syntax. MATLAB helpdesk is far more useful than this book. Don't waste money on it.

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    Minggu, 14 September 2014

    [X353.Ebook] PDF Ebook Simply Ramen: A Complete Course in Preparing Ramen Meals at Home, by Amy Kimoto-Kahn

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    Simply Ramen: A Complete Course in Preparing Ramen Meals at Home, by Amy Kimoto-Kahn

    Make delicious and healthy homemade ramen noodle recipes fast and easy!

    Whether you are cooking for one or twelve, Simply Ramen brings homemade ramen to your table with a delicious fusion of seventy recipes, including soup bases, noodles, toppings, and sides.

    Author Amy Kimoto-Kahn shows you how to put together a bowl of piping hot ramen in a myriad of ways with a choice of four soup bases, ramen noodles (homemade or store-bought), and traditional and non-traditional ingredients. Enjoy bowls of pork, chicken, and beef ramen. Or branch out with seafood, vegetarian, and spicy soups--and even cold ramen and a breakfast version topped with bacon and a poached egg. Make your soup base in advance and you have a quick, easy, and special midweek family meal.

    Try your hand at:

    Cheese Ramen

    Chicken Meatball Ramen

    Chorizo Miso Ramen

    California Ramen with crabmeat, avocado, and cucumber

    Crispy Greens Ramen with Swiss chard, kale, and Brussels sprouts

    With easy-to-follow step-by-step instructions and mouthwatering photos, Simply Ramen will turn your kitchen into a ramen-ya for family and friends.

    • Sales Rank: #7565 in Books
    • Published on: 2016-02-19
    • Original language: English
    • Number of items: 1
    • Dimensions: 10.25" h x .75" w x 8.25" l, .0 pounds
    • Binding: Hardcover
    • 176 pages

    Review

    "Whether you are cooking for one or twelve, Simply Ramen brings homemade ramen to your table with a delicious fusion of seventy recipes, including soup bases, noodles, toppings, and sides.Author Amy Kimoto-Kahn shows you how to put together a bowl of piping hot ramen in a myriad of ways with a choice of four soup bases, ramen noodles (homemade or store-bought), and traditional and non-traditional ingredients." - PBS.org



    "Ramen, in all its many variations, starts out simple. A simple stock, a simple tare, and some simple noodles. It is from these simple roots that home chefs can let their imaginations run wild. Amy Kimoto-Kahn lays the groundwork in the first few pages of her debut cookbook, then gives the home ramen chef enough ideas to satisfy their slurp cravings for years to come." - Brian MacDuckston, Ramen Blogger (www.ramenadventures.com)

    "The book is full of such wonderful ideas. I salute Amy Kimoto-Kahn! So many different styles and tastes, it's a great way to bring ramen to your table." - Tomaharu Shono, Ramen Creator (menya-shono.com)

    "Amy was one of my best students, and I hope that her cookbook helps to spread ramen all over the world!" - Sensei Miyajima Rikisai, Miyajima Ramen School (Osaka, Japan)

    About the Author

    Amy Kimoto-Kahn was born in Fullerton, California and now lives with her family in the San Francisco Bay Area. She is Yonsei, or fourth-generation Japanese-American, and a mom of three. She is a graduate of the Miyajima Ramen School in Osaka, Japan, and has taught a popular series of Asian-inspired cooking classes for Williams-Sonoma. She shares her Japanese-American homestyle, kids-will-like-it-too recipes on her blog, EASY PEASY JAPANESEY. When she is not cooking, she runs a mom-focused marketing firm, Fat Duck Consulting that she founded in 2008. She was selected to be a judge for the 2016 Edible Communities EDDY Awards.

    Most helpful customer reviews

    25 of 25 people found the following review helpful.
    Bring authentic ramen into your home and never have to rely on a restaurant again
    By Lisa L.
    Having spent 10 years in Japan, I have developed a picky and discerning palate for Ramen. I also crave it at least once a week, and restaurants that serve up authentic ramen are very few and far between (trust me, we've tried several!) Amy Kahn's Simply Ramen recipes are the real deal. She outlines the process in making ramen from soup base (the Miso base is UNREAL... so rich and flavorful, with complexity and depth.. and it keeps for at least 10 days in the fridge if you make a full batch, and only gets better with time), noodles from scratch, and traditional toppings - my favorite, is the chashu (BBQ pork) that you braise in a soy-based liquid, that you can later re-purpose for seasoned boiled eggs. Everything is fool-proof, and the options are limitless. I really like how she breaks the book into several sections - Beef, Pork, Vegetable, Seafood, and Spicy, so that it appeals to virtually any demographic. (Yes, you can enjoy ramen as a vegetarian too!) The outline of the book in a way mirrors the way you build out a bowl of ramen - a step-by-step process that you can customize and make your own. The best part, is that she introduces creative additions,
    such as chorizo, karaage (Japanese fried chicken), even lobster as specialty ingredients. Lastly, a bowl of ramen isn't complete as a Japanese meal, without a few sides. Whether it's age-dashi tofu, Japanese potato salad, or my personal favorite, "korokke" (or croquettes with potatoes and ground beef), Simply Ramen has everything covered. With the limitless possibilities, no bowl of ramen ever needs to be the same again!
    This book has immediately become a staple in my collection - the photos are mouth-watering, and Amy Kahn incorporates stories of her first journey with this book including a narrative of her family life and tour of Japan... it's a unique piece of art that has been thoughtfully curated and enables Japanese cuisine to be accessible by anyone. You won't regret this for yourself, or as an awesome gift for a friend.

    2 of 2 people found the following review helpful.
    Beautiful Recipe Book
    By Bobbie J Turner
    What a beautiful book! Very high quality. I've tried a few recipes and can see myself getting better as I try more and get more experience. I would definitely take a class from Amy.
    These are not quick meals to put together. Food that is good and healthy does take time. Embrace it. It's worth it.

    2 of 2 people found the following review helpful.
    Great photos and step by steps
    By Pany Hamzehi
    Great photos and step by steps, however the recipes require really specific and hard to find ingredients as well as highly complicated recipes for even a experienced cook.

    See all 47 customer reviews...

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    Jumat, 12 September 2014

    [G791.Ebook] Ebook Giorgio Armani, by Giorgio Armani

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    Giorgio Armani, by Giorgio Armani

    A comprehensive celebration of the fashions of one of the world’s most revered designers. On the eve of the company’s fortieth anniversary, this lavish book focuses upon the key creations and important milestones in the history of the celebrated Italian designer and his eponymous fashion house. With personal texts written by Giorgio Armani, the book contains biographical details interwoven with the story of the company. Giorgio Armani has been universally credited with changing the rules of contemporary fashion and creating a timeless version of modern dress by removing excess ornament and translating traditional sportswear looks into business and evening wear. His impact is felt not only in women’s fashion and red-carpet glamour, but it is also inseparable from the evolution of men’s style in recent decades. More than any other contemporary designer, Armani best represents the global success of Italian style. This gorgeously illustrated volume includes photography by a virtual who’s who of leading international fashion photographers, such as Steven Meisel, David Sims, Craig McDean, Herb Ritts, Mario Testino, Deborah Turbeville, Aldo Fallai, and Annie Leibovitz, and features numerous fashion icons.

    • Sales Rank: #397131 in Books
    • Brand: Rizzoli International Publications
    • Published on: 2015-09-29
    • Released on: 2015-09-29
    • Original language: English
    • Number of items: 1
    • Dimensions: 13.06" h x 2.43" w x 10.47" l, 9.08 pounds
    • Binding: Hardcover
    • 568 pages

    Review
    "If you can't make it to Milan to visit Armani/Silos, the designer's newly opened museum, this book offers something even better: a VIP tour of his 40 years in fashion, conducted by Mr. Armani himself." 
    -W MAGAZINE

    "Chronicling his life from war-stricken beginnings to the building of his clothing empire that soon became known and revered the world round, you can immerse yourself in Armani’s world. . . Beyond juicy tidbits previously unknown to the public, the book also takes a look at the slow but steady rise of the Armani Empire."
    -VISIONAIRE BLOG

    "The images speak for themselves, the stylistic arc of a man whose career, which took off in the late 1970s, captured the loyalty of a rising feminist wave of working women and Hollywood stars of both sexes, and eventually came to rule over an Italian empire recognized all over the globe. . . But more than anything, what emerges is the first real insight into the mind of a man, and it is humanizing."
    -VOGUE

    “Giorgio Armani is a very beautiful and distinctly no-nonsense book, by and about a designer who spent many years at the very top of the fashion tree— simply by ignoring what other designers were doing and following his own aesthetic."
    -THE BUSINESS OF FASHION

    About the Author
    Award-winning fashion designer Giorgio Armani launched his menswear label in 1975, with his first womenswear collection following a year later. Armani’s popularity grew with his costuming of Richard Gere in American Gigolo in 1980. By 2001 he was acclaimed as the most successful designer to come out of Italy, with a retail network now encompassing 37 countries.

    Most helpful customer reviews

    0 of 0 people found the following review helpful.
    Terrific book! Love all the beautiful photos and the ...
    By Peter
    Terrific book! Love all the beautiful photos and the famous people! Iconic!

    0 of 0 people found the following review helpful.
    Five Stars
    By choco
    Good

    0 of 1 people found the following review helpful.
    Five Stars
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    Excellent quality and service!!!!!!

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    Minggu, 07 September 2014

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    Evolution and the Levels of Selection 1st edition

    • Published on: 1707
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    The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers, by Ben Horowitz

    Ben Horowitz, cofounder of Andreessen Horowitz and one of Silicon Valley's most respected and experienced entrepreneurs, offers essential advice on building and running a startup—practical wisdom for managing the toughest problems business school doesn’t cover, based on his popular ben’s blog.

    While many people talk about how great it is to start a business, very few are honest about how difficult it is to run one. Ben Horowitz analyzes the problems that confront leaders every day, sharing the insights he’s gained developing, managing, selling, buying, investing in, and supervising technology companies. A lifelong rap fanatic, he amplifies business lessons with lyrics from his favorite songs, telling it straight about everything from firing friends to poaching competitors, cultivating and sustaining a CEO mentality to knowing the right time to cash in.

    Filled with his trademark humor and straight talk, The Hard Thing About Hard Things is invaluable for veteran entrepreneurs as well as those aspiring to their own new ventures, drawing from Horowitz's personal and often humbling experiences.

    • Sales Rank: #1736 in eBooks
    • Published on: 2014-03-04
    • Released on: 2014-03-04
    • Format: Kindle eBook

    From Booklist
    *Starred Review* It’s fairly evident that this is a collection of blogs, loosely strung together, united in their varied perspectives on start-ups, CEO-dom, and business in general. Though Horowitz is a cofounder of Andreessen Horowitz and his credentials reside mainly in Silicon Valley, he’s imparted some valuable insight on hard lessons learned that apply to any manager, whether in the executive suite or not. As with most experiential books, it is all about him—but it’s written in such an engaging and universally acceptable manner that no one could object. Leave aside his background, for the moment. Who would realize, for instance, that executives worry about things like initiating layoffs, hiring the right people, training, and minimizing politics, among others? It’s a refreshingly honest take, and his colorful (and, yes, profanity-laced) language breaks down any other misperceptions about the role and the person. Plus, his imagination is compelling, such as the comparisons between peacetime and wartime CEOs: Peacetime CEO always has a contingency plan. Wartime CEO knows that sometimes you gotta roll a hard six. After all, the success equation is easy: the hard thing is getting it done. --Barbara Jacobs

    Review
    “More than any other business book released this year, “Hard Things” gives an insider’s perspective on what it’s like to lead and scale a startup.” (--Business Insider's Best Business Books of 2014)

    “This is easily one of the essential books every business leader should read if they’re looking for proven and honest management advice.” (--Entrepreneur's 25 Amazing Business Books from 2014)

    “The most valuable book on startup management hands down” (PandoDaily)

    “There is more than enough substance in Mr. Horowitz’s impressive tome to turn it into a leadership classic.” (The Economist)

    From the Back Cover

    A lot of people talk about how great it is to start a business, but only Ben Horowitz is brutally honest about how hard it is to run one.

    In The Hard Thing About Hard Things, Ben Horowitz, cofounder of Andreessen Horowitz and one of Silicon Valley's most respected and experienced entrepreneurs, draws on his own story of founding, running, selling, buying, managing, and investing in technology companies to offer essential advice and practical wisdom for navigating the toughest problems business schools don't cover. His blog has garnered a devoted following of millions of readers who have come to rely on him to help them run their businesses. A lifelong rap fan, Horowitz amplifies business lessons with lyrics from his favorite songs and tells it straight about everything from firing friends to poaching competitors, from cultivating and sustaining a CEO mentality to knowing the right time to cash in.

    His advice is grounded in anecdotes from his own hard-earned rise—from cofounding the early cloud service provider Loudcloud to building the phenomenally successful Andreessen Horowitz venture capital firm, both with fellow tech superstar Marc Andreessen (inventor of Mosaic, the Internet's first popular Web browser). This is no polished victory lap; he analyzes issues with no easy answers through his trials, including

    • demoting (or firing) a loyal friend;
    • whether you should incorporate titles and promotions, and how to handle them;
    • if it's OK to hire people from your friend's company;
    • how to manage your own psychology, while the whole company is relying on you;
    • what to do when smart people are bad employees;
    • why Andreessen Horowitz prefers founder CEOs, and how to become one;
    • whether you should sell your company, and how to do it.

    Filled with Horowitz's trademark humor and straight talk, and drawing from his personal and often humbling experiences, The Hard Thing About Hard Things is invaluable for veteran entrepreneurs as well as those aspiring to their own new ventures.

    Most helpful customer reviews

    1 of 1 people found the following review helpful.
    Entrepreneurial Review
    By Marco Garcia
    Before I start reviewing “The Hard thing about Hard Things” by Ben Horowitz, allow me to briefly explain what entrepreneurial thinking means to me. When asked to define entrepreneurial thinking, I answered by saying, “it is a mindset that embraces self-evaluation and creativity, and always tends to action.” In other words, an effective entrepreneur is always assessing himself to understand who he is, what he can (and cannot) do, and whom he knows (and counts on) so that he may creatively and rigorously devise a plan of action. Of course, there is much more to entrepreneurial thinking than my definition encompasses. Here is a couple of key criteria that I will also use to review the book: (1) effectual reasoning, and the (2) stewardship principle.

    Entrepreneurial Thinking Definition
    Ben Horowitz is a great entrepreneur according to my definition. Throughout his book his demonstrates (1) self-awareness and (2) creativity, and (3) how he put these into action.

    Firstly, self-awareness. In the first chapter, “From Communist to Venture Capitalist” he explains who he is, where he comes from, and what he knows. He explains that “being scared doesn’t mean [being] gutless.” Having enough confidence in yourself to be bold is a key aspect of entrepreneurship; he displayed a great deal of boldness when he bought tangram to secure business with EDS. Then, Ben continues to tell us about his communist background, and how that is an advantage: “I realized that embracing the unusual parts of my background would be the key to making it through. It would be those things that I would bring to the table that nobody else had.” Lastly, he explains his mindset in terms of the following four criteria, which helped him immensely throughout his career: (1) to separate facts from perspective, (2) to “turn your s*** in” which means to be responsible for yourself and your work, (3) to not rely on first impressions, especially those based on appearances, and (4) to “look at the world through priorities.” It is therefore clear from chapter 1 that Ben Horowitz knows himself very well, and because he does, he is both confident and prepared to push himself to the limit.

    Secondly, creativity. There are many examples of creativity in the book, but I’ll point to one in particular that shows rigorous creativity. After LoudCloud achieved a period of stability, most CEOs would try to remain in that state, but Ben thought differently. He asked himself, “What are we [LoudCloud] not doing?” The answer was well fought, but it eventually came out: they are not being a software company. And so, Ben rigorously devised a plan to save his and his employee’s careers. After selling LoudCloud, he would start a software company called Opsware and focus on systems automatization. To come up with this decision shows how creativity may be the answer to a struggle. Sometimes it is better to think of alternative solutions than just going forward or backwards, and this is exactly what Ben demonstrates time after time in his book – of course, assuming that everything he says he did is true.

    Lastly, action. At this point I am sure that you have noticed that Ben is a man of action – whenever he says something he immediate acts upon it – but I’ll elaborate to further prove this. To save LoudCloud from going bankrupt, he only had two months to resolve his company’s problems in order to save business with his biggest client, EDS. He did, and on top of that was also able to start a group of ten engineers on a project named “Oxide,” whose goal was to separate the opsware software from LoudCloud. Ben did all of this in the 2 months period he was given, meaning that he – and his company – did not wasting any time. Ben asked his employees to come at 8am and leave at 10pm everyday (of course he also stayed those hours). He made sure that everyone worked diligently when they had to “turn their s*** in.” They accumulated enough momentum during the beginning of the 2-month rally to carry them throughout. So when the time ran out, Ben had successfully saved his company and business with EDS. That is why action – and traction – should always be the result of self-awareness and creativity.

    Effectual Reasoning
    Effectual reasoning has three main principles: the (1) bird in the hand, which means understanding the resources that you have at your disposal, (2) crazy quilt, which means building from the bottom up with an end goal in mind, and (3) pilot in the plane, which means that you want to be in control but not always have all the information. In his book, Ben doesn’t talk explicitly about these principles, but he definitely demonstrates them.

    (1) Bird in the Hand. Ben went to college during the computer boom in Silicon Valley. When and where he studied (the resources) provided him a key advantage over other competitors because he had the knowledge to tap into a market that was underdeveloped and growing exponentially. Moreover, he understood that that point in time would also produce people of likeminded prospective. And so, Ben was able to team up with exceptional individuals such as Marc Andreessen (smartest person, according to Ben), Scott Kupor (director of finance), Mark Cranney (head of sales), Shannon Callahan (head of recruiting and HR), Margit Wennmachers (sultan of networking), and Frank Chen (head of product management) to name a few. This is how Ben demonstrates using the resources available to him.

    (2) Crazy quilt. Ben’s end goal was to become a successful CEO, but he didn’t know how to get there. And so, he did what any other person would do in his situation: take a step forward and see where that leads him. His first step was to quit his old job and work for Marc Andreessen at Netscape. Circumstances and other people’s involvement lead him to take another step: build Loudcloud with Marc Andreessen. Interesting to note here is that if Ben had not quit his first job, he would not have met Marc Andreeseen and therefore not been able to build LoudCloud. Also, had Marc Andresseen not employed Ben, he would not have recognized Ben’s potential. Again, involvement from other people and circumstances then lead to Ben’s third step: selling LoudCloud and creating Opsware. As you probably guessed, other involvement from other people and circumstances lead to the next step: selling Opsware to HP and creating a venture capital firm with Marc Andreessen. And so, understanding that there are infinite ways of reaching your end goal is important, because it enables you to be flexible with ideas that come along the way. Flexibility to allow other people’s input, and to take advantage of opportunities that you hadn't foreseen. Ben demonstrates this in his journey to become a CEO, and to be honest, he became quite proficient at it.

    (3) Pilot in the plane. Suffice it to say that Ben delegated work to the executives of his companies, but he always partnered with Marc Andreessen because he knew that Marc Andreessen set of skills complemented his: Marc Andreessen was the public face of the company because he thrived in that environment; Ben stayed in the background managing the company. He then goes to explain that the most important asset of a company is its employees. In light of the-pilot-in-the-plane principle, it makes a lot of sense that you keep your employees motivated because you will distribute the workload to them. Specifically in chapters 5 and 6, Ben explains the importance of taking care of the people, and creating the right in of culture in your company. The reason why the first priority of a company should be to take care of its people according to him is because they are the most knowledgeable individuals of your company. They know what the problems and strengths are because they do the work; managers, executives and CEOs orchestrate from above and may lack on smaller details. In order to have awareness of those smaller details migrate from the employees to the managers and then executive a great company culture has to be created. A great company culture is one in which workers are encouraged to talk about problems and strengths equally. Where they are awarded and recognized based on merit and not on lobbying skills. Where workers are encouraged to “move fast and break things,” meaning that workers should innovate and strive to cause breakthroughs. In this environment, workers like to go to work because it is interesting and genuinely fun. And when a worker wants to work, he/she is the most valuable asset of a company. That is why Ben knows how to delegate work and responsibility among the different hierarchical levels of his company. In analogy, a plane not only needs a pilot to operate satisfactorily. It also needs a co-pilot, stewardesses, a control tower, engineers, an air marshal, and passengers or else flying a plane is: not possible, not profitable and not safe. Ben knows this.

    Stewardess Principle
    This principle states that workers are individuals and for that reasons they must be encouraged to use their skills for the better of the company. Just like effectual reasoning has several components to it, so does the Stewardess Principle. Several of the key dimensions of the Stewardess Principle that I wish to discuss are: (1) culture, (2) motivation, and (3) power distance. Ben applies these dimensions to his company, and the result is obvious.

    (1) Culture. Suffice it to say that Ben dedicates an entire chapter of his book to discuss how important it is to create the right culture in your company. Specifically, one has to minimize politics, encourage the right kind of ambition, and continuously have one-on-ones. By doing this, a company encourages and ensures that its workers have the right work ethics.

    By minimizing politics (which means lobbying in order to achieve promotions or benefits) one reinforces the notion that if an employee works hard he/she will be rewarded accordingly. But most importantly, working hard becomes the only way to move up the ladder. No slacker will be able to lobby his/her way to the top. As a result, workers will not feel treated unjustly.

    By encouraging the right kind of ambition, one avoids individual agendas or people trying to gain success at the expense of the company. The right kind of ambition is when a worker genuinely wants the company to succeed, and if the company succeeds he/she succeeds with it. The wrong kind of ambition, by contrast, is when a worker wants to succeed regardless of the company’s success. The way to encourage the right kind of ambition, according to Ben, is to seek out those employees with the wrong kind of ambition and fire them before they can rot others, and to screen possible employers while interviewing.

    By establishing one-on-ones workers are able to voice any issues to their managers. According to Ben, during one-on-ones managers should do 10% talking and 90% listening. The main point of a one-on-one is for the worker to voice his thoughts and his concerns. This way if there are any problems in the company, the managers become aware of them and may pass the information along to executives and ultimately the CEO.

    (2) Motivation. Motivation follows a well-established culture. If Ben had not established an excellent culture in his company he would not haven been able to ask his workers to come to work from 8am to 10pm for months at a time. As if that was not enough, Ben asked this of his workers on three consecutive occasions. This is evidence of what well-motivated stewards are capable of doing.

    (3) Power distance. This dimension explains that because companies are hierarchical systems there is a potential for people to use power to abuse their subordinates. To prevent this from happening in his company, Ben placed top priority on one-on-ones. He almost fired one of his executives because he didn't do his one-on-ones. The point of one-on-ones is mentioned above, but they also an additional psychological effect. When managers listen to works, it shifts the power balance for the duration of the one-on-one. As a result, workers feel that the power distance is bridged, allowing them to work more closely with managers. And that is highly desirable.

    And so, this is how Ben Horowitz exemplifies what a successful entrepreneur and CEO is. His self-awareness and creativity (and a few other personal traits) took him all the way to where he stands: co-founder of the Andreessen Horowitez venture capital firm valued at $4 billion.

    1 of 1 people found the following review helpful.
    The Easy Thing About "The Hard Thing About Hard Things" is Reading It
    By Jeffrey Matthews
    The easy thing about “The Hard Thing About Hard Things,” Andreessen Horowitz co-founder Ben Horowitz’s book about “Building a business when there are no easy answers,” is reading it.
    That’s because it’s funny, to-the-point, and way more well-informed by real-world experience than most books that give advice ever are.
    Like the secret to being a successful CEO: “Sadly, there is no secret, but if there is one skill that stands out, it’s the ability to focus and make the best move when there are no good moves.”
    And, “Managers must lay off their own people. They cannot pass the task to HR or to a more sadistic peer.”
    And, “The job of a big company executive is very different from the job of a small company executive…big company executives tend to be interrupt-driven. In contrast, when you are a startup, nothing happens unless you make it happen.”
    But it’s not just catchy phrases and aphorisms that make the book something pretty much anybody who wants to build a company should read, it’s the experience that created them: Horowitz provides in brutal (and, for aspiring entrepreneurs, invaluable) detail the excruciating real-life experiences behind the advice, from his years as a Silicon Valley engineer and then as the CEO of a start-up with more near-death experiences than Keith Richards before its successful sale to HP.
    Like how to fire people. What to say at the “all-hands” when you just had your first layoffs. What to tell an employee who asks if the company is being sold when it is being sold, but not yet. Why every company needs a “story,” and what makes a great company story (hint: see the letter Jeff Bezos wrote to Amazon shareholders in 1997.) When not to listen to your board. Even, literally, what questions a CEO should ask a prospect being considered for the key, all-important job in any start-up: head of sales.
    I'm not a fan of “how-to” books, particularly those concerned with managing people, because they tend to be heavy on theory and light on reality, but the chapter emphatically titled “WHY YOU SHOULD TRAIN YOUR PEOPLE" proved the value of the author's experience because it explains the trap in which an engineer I know happens to find himself.
    He is a software engineer for a start-up that was acquired by a large, fast-growing Silicon Valley company whose name rhymes with “Shalesforce.com.”
    He is smart, highly motivated, eager to learn, and yet he is miserable at his job for precisely the reason Horowitz spells out as follows in “WHY YOU SHOULD TRAIN YOUR PEOPLE”:
    “Often founders start companies with visions of elegant, beautiful product architectures that will solve so many of the nasty issues that they were forced to deal with in their previous jobs. Then, as their company becomes successful, they find that their beautiful product architecture has turned into a Frankenstein. How does this happen? As success drives the need to hire new engineers at a rapid rate, companies neglect to train the new engineers properly. As the engineers are assigned tasks, they figure out how to complete them as best they can. Often this means replicating existing facilities in the architecture, which leads to inconsistencies in the user experience, performance problems, and a general mess. And you thought training was expensive.”
    That line is the exact truth. Just ask the engineer at Shalesforce.com. His managers—if they exist—ought to read this book.
    In fact, anybody who wants to start a company, or work for a company, or build a company, or invest in a company, ought to read this book, because that’s not the only hard-learned truth in here.
    Some others include:
    “In high-tech companies, fraud generally starts in sales due to managers attempting to perfect the ultimate local optimization [i.e. optimize their own incentive pay].”
    “The Law of Crappy People states: For any title level in a large organization, the talent on that level will eventually converge to the crappiest person with the title.”
    “The world is full of bankrupt companies with world-class cultures. Culture does not make a company…. Perks are good, but they are not culture.”
    “Nobody comes out of the womb knowing how to manage a thousand people. Everybody learns at some point.”
    “The first rule of the CEO psychological meltdown is don’t talk about the psychological meltdown.”
    And maybe the best of all, because it encapsulates so much of what the book is about: “Tip to aspiring entrepreneurs: If you don’t like choosing between horrible and cataclysmic, don’t become CEO.”
    This book, on the other hand, is a choice between good and great, so read it.

    Jeff Matthews
    Author “Secrets in Plain Sight: Business and Investing Secrets of Warren Buffett”
    (eBooks on Investing, 2013) $4.99 Kindle Version at Amazon.com

    0 of 0 people found the following review helpful.
    There is no recipe but courage
    By Herve Lebret
    “Every time I read a management or self-help book, I find myself saying, “That’s fine, but that wasn’t really the hard thing about the situation.” The hard thing isn’t setting a big, hairy, audacious goal. The hard thing is laying people off when you miss the big goal. The hard thing isn’t hiring great people. The hard thing is when those “great people” develop a sense of entitlement and start demanding unreasonable things. The hard thing isn’t setting up an organizational chart. The hard thing is getting people to communicate within the organization that you just designed. The hard thing isn’t dreaming big. The hard thing is waking up in the middle of the night in a cold sweat when the dream turns into a nightmare. The problem with these books is that they attempt to provide a recipe for challenges that have no recipes. There’s no recipe for really complicated, dynamic situations. There’s no recipe for building a high-tech company; there’s no recipe for making a series of hit songs; there’s no recipe for playing NFL quarterback; there’s no recipe for running for president; and there’s no recipe for motivating teams when your business has gone to crap. That’s the hard thing about hard things— there is no formula for dealing with them.” This is how Horowitz begins.

    Horowitz gives advice to entrepreneurs. And it is not business school-like advice indeed. “People often ask me how we’ve managed to work efficiently across three companies over eighteen years. Most business relationships either become too tense to tolerate or not tense enough to be productive after a while. Either people challenge each other to the point where they don’t like each other or they become complacent about each other’s feedback and no longer benefit from the relationship. With Marc and me, even after eighteen years, he upsets me almost every day by finding something wrong with my thinking, and I do the same for hi. It works.”

    I began my review by quoting the first page. I will quote here with his final page: “Hard things are hard because there are no easy answers or recipes. They are hard because your emotions are at odds with your logic. They are hard because you don’t know the answer and you cannot ask for help without showing weakness. When I first became a CEO, I genuinely thought that I was the only one struggling. Whenever I spoke to other CEOs, they all seemed like they had everything under control. Their businesses were always going “fantastic” and their experience was inevitably “amazing”. But as I watched my peers’ fantastic, amazing businesses go bankrupt and sell for cheap, I realized I was probably not the only one struggling.” […] “Embrace your weirdness, your background, your instinct. If the keys are not there, they do not exist.”

    The book is not an easy read. So you may not enjoy the book if you do not need to apply it now. Still it is a great book.

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