The book discuss a few different principles, but the main theme is Finding something you are passionate about, locate customers who are wanting to pay you for a benefit directly tied to your passion, and finding a way to accept payments for you service or product.
This may sound very simplistic in a world that emphasizes business plans and huge loans to kick start a company, but it can truly be that simple. Typically the benefit that most people are looking for is either peace of mind, happiness or leisure, and often they will do a lot of different things to try and increase those specific items for themselves.
As with any business there are many bumps in the road along the way when starting out, but if you are passionate about what you want to do, and want to find ways to help or benefit others, success will find you. This has proven to be true with the current venture here in North Carolina. When starting if you have a passion and are will to learn, your ability to offer a helping hand to your first few clients will pay off in dividends through other clients that hear about you.
If your solution offers a better value or higher service, customers will find you in order to help solve their problems. Don't spend time worrying about every single thing you don't know, imagine if you didn't get in your car everyday to go anywhere because of your lack of knowledge about every component that makes it run.