This book, composed of "25 key ideas for entrepreneurship and innovation" is structured around five core themes: team, strategy, business plan, sales, and finance. Each chapter highlights five key ideas drawn from real-life situations experienced by many entrepreneurs. The aim of the book is to serve as a pragmatic and sometimes irreverent companion for anyone who wishes to start a business or innovate. Each chapter is punctuated by key questions as well as a concluding synthesis that complements each of the guiding principles. The book also gives voice to well-known entrepreneurs, whose testimonies resonate with most of the chapters.

Etienne Krieger is an Affiliate Professor at HEC Paris. He holds a PhD in management science from the Université Paris Dauphine and is a graduate of HEC Paris. Etienne Krieger serves on several strategic committees and is an expert in entrepreneurial strategy and finance. He is the academic director of the HEC Challenge+ program and of an executive certificate. He has supported more than 2,000 entrepreneurs and SME executives.