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The Idea Is the Easy Part: Myths and Realities of the Startup World"Innovation & Creativity" winner in the 2023 Porchlight Business Book Awards "The Idea is the Easy Part is an honest and realistic look at the challenges and rewards of entrepreneurship. I highly recommend this book to anyone considering starting a business." Chris Barton, Founder of Shazam, three time entrepreneur, inventor, and tech investor Venture capitalist and former executive Brian Dovey offers readers a personal, humorous, and story driven
"Innovation & Creativity" winner in the 2023 Porchlight Business Book Awards "The Idea is the Easy Part is an honest and realistic look at the challenges and rewards of entrepreneurship. I highly recommend this book to anyone considering starting a business." --Chris Barton, Founder of Shazam, three-time entrepreneur, inventor, and tech investor Venture capitalist and former executive Brian Dovey offers readers a personal, humorous, and story-driven compendium of practical and accessible advice for navigating the risky entrepreneurial journey. Part business manual, part memoir, The Idea Is the Easy Part counters widespread myths of failure and success with lessons learned from Dovey's decades of hands-on business experience. Today's renowned businessmen and entrepreneurs, like Elon Musk, Mark Cuban, Peter Thiel, and more can earn celebrity and billionaire status. Our books, movies, and TV shows seem to say that with a big idea and a jazzy elevator pitch, anyone can quickly earn funding for their own startups and achieve massive financial success. In these stories, a brilliant innovation--and the funding you'll easily acquire--are all you need for success. The reality, however, is vastly different. Getting funding is incredibly hard, and success depends on many factors, strategies, and decisions. Between serving as the president of the company that developed the groundbreaking EpiPen, bringing entrepreneurship to a Fortune 500 company as president, working in venture capitalism for several decades, and being involved in the development of nearly 300 startups, Brian Dovey is well acquainted with entrepreneurship--its reality as well as its mythology. In The Idea Is the Easy Part, Dovey debunks common myths about businesses and lays out an enthusiastic but realistic guidebook for aspiring entrepreneurs guiding them with the right growth mindset to make better decisions at every stage of the entrepreneurial process. The Idea Is the Easy Part is a reliable guide to navigating entrepreneurial waters, replacing today's misleading notions with objective and actionable advice.Shipping Notes
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4.5 ★★★★★
Based on 14 reviews
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Product Reviews
★★★★★ 5
Smells Incredible and Actually Works!
Style: Palo Santo, Size: 2.65 Ounce (Pack of 1)
’ve tried a lot of men’s deodorants over the years, but this one from Cremo — Palo Santo Antiperspirant & Deodorant — really stands out. The scent is next-level: smooth, woodsy, and just a little bit exotic without being overpowering. It smells high-end, almost like a cologne you’d pay good money for.
Performance-wise, it absolutely delivers. I stay dry and fresh all day, even through long work hours and workouts. The 48-hour protection claim actually holds up — I’ve gone a full day and into the next morning without any trace of odor or stickiness.
It also goes on smoothly, doesn’t leave white marks on dark shirts, and doesn’t have that waxy or powdery feel some antiperspirants do. The packaging feels premium too, which fits the Cremo brand.
Bottom line: If you want a deodorant that smells incredible and actually performs like it says it will, this one’s worth every penny. Palo Santo is now my go-to scent — masculine, clean, and unique.
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Reviewed in the United States on October 25, 2025
★★★★★ 3
Pleasant scent, decent protection, fades by evening
Style: Vintage Suede, Size: 2.65 Ounce (Pack of 1)
The Vintage Suede scent is pleasant and professional - not overpowering. Provides decent odor protection through most of the workday, though I've noticed it starts to fade after about 6-7 hours during long shifts at the dealership. The 48-hour claim seems optimistic. Goes on smooth without leaving white residue on dark shirts, which is appreciated. For the price point, it's a solid everyday deodorant. Works well enough for office environment but might need reapplication for very active days or hot weather. Good value but not exceptional performance.
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Reviewed in the United States on February 16, 2026
★★★★★ 4
Better cologne type deodorant that's not as EXTREME as dramatic competitors.
Style: Palo Santo, Size: 2.65 Ounce (Pack of 1)
So far so good with this deodorant regarding how well it performs through a full day of light activity (morning yoga, playing with the dog, carrying kids around, etc.). The scent is light and I notice it periodically throughout the day, but it's light enough to not be overwhelming or smell like a strong cologne. The fragrance is very "Man Fireplace Candle" type scent, but in a good way that is perfect for its purpose. My biggest complaint is the deodorant is very malleable, almost putty-like, so it tends to get squished out the sides of the lid when open/closed daily, therefore making it messy. This is relatively avoidable by just winding down the wheel each time, but is "annoying" as opposed to just using and capping. It glides on smoothly and feels good on skin or "hairy pits". A little pricier, but it's worth it in my opinion. Will be purchasing again.
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Reviewed in the United States on February 3, 2026
★★★★★ 5
Officially my favorite and exclusive deodorant.
Style: Vintage Suede, Size: 2.65 Ounce (Pack of 1)
This is the most amazing smelling deodorant I've ever used, and unique, too. Very smooth just like their shaving cream, and I haven't had any irritation. I've been complimented by a few people now on how good I smell.
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Reviewed in the United States on May 24, 2026
★★★★★ 5
Smells great. Doesn't mess with my pits.
Style: Casked Vanilla, Size: 2.65 Ounce (Pack of 1)
I ordered the casked vanilla scent. My lady loves it on me. The added benefit I wasn't expecting was no more sour pit smell by the end of the day that has plagued me using other brands. I'll keep ordering this stuff for now.
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Reviewed in the United States on May 24, 2026