I had always thought that my first book would revolve around the topics of cross cultural integration and identity as a British born Chinese, but as it turns out, back in 2011 I decided that I wanted to put down the lessons I've learnt in becoming an entrepreneur and so I ventured forth into writing my first book as a business book rather than a educational memoir. Perhaps one day I'll get back to writing that other book, when the time is right and I feel that I have enough life experience to justify it. As for the business book, the original 1st edition title was called "Speedlights & Elephants : Winning the Online Business Game", but in retrospect it was a poorly titled book and resulted in less than acceptable sales. Seeing that my main goal was really to get the knowledge into the hands of people who needed it, I decided that the 2nd edition of the book would be renamed. I had learnt the lesson of bad marketing, and as an entrepreneur, we must always be prepared to accept our weaknesses, faults and mistakes and repair them quickly. Since I had the chance to change it on the 2nd updated version of the book, I decided to call it "12 Startup Success Secrets". This felt more authentic to what the information in the book was all about, and it chaptered the 12 really key areas of business that startup entrepreneur really need to work on in order to create success for themselves. In the book I try to dispel some of the myths surrounding the difficulties of starting up in business, by talking about how big of an impact the mind has in all things entrepreneurial. In fact it's a safe bet to say that the majority of the problems a new business owner has, is totally in their mind. I also couple this with some key business strategies and technical ideas that are also key lynch pins in the whole game of creating a profitable business. The book does focus more towards the online aspect as this is my speciality, however the strategies and techniques I talk about are applicable to just about any business since these days it is no longer optional to be online. Beyond the strategies and the tools described in the book, it is also a really deep look at how all these things are there to create financial and personal freedom, and I make sure I keep reminding people of that. Often I've met entrepreneurs who have left their 9-5 job, only to create for themselves their own 9-5 job. I hope that you'll pick up the book and give it a good read, no matter who you are, if you are starting up in business, or you want to enhance your online strategies, my book will help guide you through some of the things that have worked for me, and the pitfalls to avoid.

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"Eddie has identified the keys to creating a successful online business and explains how you can build any idea into online success."
Penny Power, Founder of
"Eddie's ideas about online business will transform any entrepreneurial idea from a seed into a strong tree."
Sean Stephenson, Author of the book "Get Off Your 'But': How to end self-sabotage and stand up for yourself "
"This is the book you need to read if you're serious about building a successful online business"
Daniel Priestley - Author of 'Key Person of Influence'
"Eddie Yu's captivating style of writing coupled with his easy to follow program is essential reading for anyone looking to make it powerfully online and in the game of life. This original book is full of timeless wisdom as well as cutting edge concepts. I have already begun to apply many of the ideas and am laying a solid foundation for my online presence."
Dominic Knight, founder of Dominic Knight's Harley Street Clinic
"A fantastic captivating read. The principles taught in this book can be used to excel in the online business game and adapted to think about other areas of your life where you to achieve success."
Dr. Gusharan Virdee, Clinical Psychologist
"You won’t go out the same person you came in!  Eddie talks the talk and walks the walk his passionate writing style stimulates the heart and the brain! If you want to develop the mindset that you can achieve anything and get inspired into taking action on building a successful online business…YOU MUST READ THIS BOOK!"
Mark Phoenix, Transformational Guide
“Having read this book, I have gone from being totally ignorant and afraid of how to profit from the internet’s maze of on-line solutions, to now having enough information to navigate my way forward and embark on an exciting voyage of new discovery.”
Jan Dawood, Managing Director Josh Cameron Consulting
"Fill a room with 500 internet marketers and Eddie is one of the handful that are actually running a successful six figure internet business. I've been there to verify this! His accomplishments are inspirational and yet achievable. What he's done anyone can do. And in this book he shares the essentials of how he did it. This book is a must read for anyone considering setting up a business, especially and internet based one"
Tarek Naja - Senior Consultant
"I was delighted to hear that Eddie had brought together his experiences and beliefs into this book. Not only is it a valuable reminder that dreams can become a reality, it is a practical toolkit to help the most inexperienced entrepreneur overcome the obstacles associated with  the overwhelming world of internet business."
Emma Harvey, Senior Consultant Cezanne Software
"Eddie breaks down how anyone can follow their passion and turn it into an online money machine. Even someone like myself who has created a powerful personal brand on the internet was able to have a few AHA moments while reading the book."
David Wygant, Dating and Relationship Guru
“Probably the most comprehensive and inspiring book on starting an on-line business available”
Robert Lewis, Film Director & Producer


What was the motivation for writing the book and who is it for?

This book was written to help entrepreneurs and small businesses to create greater success using the latest mindset ideas and technology tools available online.

What do you feel the message of your book is and why is it different to other marketing books on the circuit?

There are a number of main messages I want to convey, all of which point towards the main premise that anyone can achieve business success as long as they put the principles into action and take action! The difference between this book and other marketing books is that it spends some time focusing on the mindset element which a lot of other books do not. Ultimately I do believe that no matter how skilled a person could be, if they operate with a mindset that isn't conducive to success, then failure will occur. Think of it like this, Henry Ford had all the resources to create the Model T car, but without his way of thinking and mindset, he wouldn't have prevailed through the difficulties and come through to develop the engine.

"12 Startup Success Secrets" is divided into several, very distinct, chapters. Can you tell me a little more about it?

Each chapter is specifically focused on one area of thought or skill. It's a book which focuses also on the "doing" aspect of business because a lot of people spend a lot of time reading, researching and thinking, but never acting and doing. Ideas are cheap and plentiful, the people who succeed are those who take action and implement.

Why do you believe it is important that business has a strong social media presence and platform?

The advent of social media has changed the business world for good. Never again will businesses operate in the same manner because what social media brings into the equation is a public and loud voice for the consumer. If a business operates with bad practices or customer service fails, people will know about it online and social media helps to spread the message and possibly even make it viral. It means that companies are being lead into a new world where honesty, trust and transparency are at the forefront of doing good business. And quite rightly so! This means than anyone beginning a new endeavour must take this into account and build a strong foundation on social media to work from. Social media websites and platforms are not going away, they are here to stay, and business will keep constantly evolving to meet the new age of information sharing.

What would you like to achieve with the book?

I'd like to people to read it and understand that starting an online business is not difficult, but it does require some hard work, the right mindset and the right tools in order to succeed. Online business is not a way to "get rich quick" as many claim it to be, but it can be a way to financial freedom if the game is played correctly.

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