I won this book though the first reads giveaways, and am embarrassed by how long it's taken me to finish it -- mostly because it really is a very good book, even though I'm not its target audience.
Mycoskie is a genuinely talented man with good advice - best read by people who are considering starting something that matters (Duh) who haven't already immersed themselves in all the other this-is-how-this-business-got-off-the-ground books.
Mycoskie writes in a friendly, entertaining style, with insights reminiscent of Malcolm Gladwell and a lot of the business books on my husband's bookshelves. Mycoskie's got anecdotes galore that show how when you're just starting out in a business you don't need all the bells and whistles. And his personality -- energetic and enthusiastic -- comes through clearly as well.
He's truly an inspiring figure in this age of get-rich-with-financial-crap-that-doesn't-matter (and in fact hurts the rest of us) so I'm hoping that the book does well.