Out of the Shadows - Book Review


Out of the Shadows:
What does it take to be an entrepreneur?
by Etta Joanne and Sonia Baeriswyl

Truly, many beginners find it difficult to start a business. And, some others can’t even begin to think whether entrepreneurship is possible or not for them. Either thoughts of failure and lack of knowledge, or not having the right connection consume them. Thankfully, two experts in the field of business are ready to guide those who want to get out of the shadows.


Out of the Shadows is a non-fiction book about entrepreneurship. Written by experts in the field of business, it offers practical techniques to establish sustainable projects. Co-authors Etta Joanne and Sonia Baeriswyl provide extensive and step-by-step guides from the planning stage until a beginner’s business starts rolling.

Right from the beginning of the book, the authors emphasize that entrepreneurship is possible for anyone regardless of one’s background. What is required, however, is the proper mindset towards business. Etta and Sonia insist that the right attitude is the fundamental tool that a beginner needs to possess. Otherwise, any business can hardly move forward, let alone succeed.

Etta Joanne says there are two types of mindset every person possesses. But, she discusses at length that one of these types needs to prevail over the other.

Getting Out of the Shadows

The authors acknowledge that each person tends to live in a comfort zone or a certain shadow. This zone, they explain, is a gray area that keeps the person from venturing into some productive possibilities. Hence, the authors advise that a beginner needs to get out of his comfort zone if he wants to engage in a project and succeed in it. They also cite their own experiences of shadows and how they decide to overcome them.

And, to further encourage a beginner, Joanne quotes a Chinese philosopher, Lao Tzu, who once said:
“You are capable of more than you think.”
Moreover, Etta and Sonia point out the varied stumbling blocks that prevent an individual from going into business. Particularly, they identify unpleasant experiences in life, lack of confidence, and fear of failure as some of the obstacles.

Notwithstanding, the authors guide beginners on how to steer their efforts on the path to being an entrepreneur. They provide tips on how to overcome the challenges. They also thoroughly discuss every step needed to establish a business, including the factors essential to make their projects flourish. The authors even use guide questions and worksheets to help them figure out the solutions.

Furthermore, Etta and Sonia stress that one factor to succeed in business is exercise. Yes, you read it right! Exercise, they say, is an essential element in entrepreneurship. Find out for yourself how it is associated with success. Read Out of the Shadows.

About the Book and the Authors of Out of the Shadows

Out of the Shadows is a well-written book. Its authors are an authority over the subject given their extensive background. Etta Joanne is an expert in brand and marketing strategy. She is backed with a master’s degree in Business Administration. While Sonia Baeriswyl is an entrepreneur and a life and business strategist.

What I like the most in Out of the Shadows is the authors’ writing style. The language they use is simple and relatable to the ordinary man. The tone of voice is conversational. They ‘speak’ directly to each reader as if they communicate with them face to face. Likewise, their act of sharing their own experiences is a wise decision. It inspires even those who may have reservations regarding entrepreneurship.

Technically, however, I notice some typographical and grammatical errors throughout Out of the Shadows. Although these errors don’t ruin the whole content. But, I suggest the authors submit a copy of the book for another round of proofreading. I’m sure Out of the Shadows will rise to the bestseller list in no time and more copies will be needed. Thus, it’s important to eliminate the technical errors before reproduction is made.

Overall, I give Out of the Shadows a rating of 4 out of 5 stars. I cannot give a perfect score at this time due to the technical errors I found. However, I definitely recommend this book to all people, especially to those reluctant to venture into business for some reason. Out of the Shadows is a motivational book as well as a complete guide for beginners who want to be entrepreneurs.

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