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The GuruBook is an inspiring collection of 45 articles and interviews with well-known thought leaders and entrepreneurs, whose leadership and strategic skills have resulted in very successful businesses. These renowned leaders, entrepreneurs, and innovators have tested their visions and assumptions and have forged revolutionary business models.

In this book, they share their most important insights, learnings, and tools. They cover broad topics such as entrepreneurship, innovation, and leadership, and they illustrate why these are not separate topics, but indeed must be combined and linked to succeed as a business and as an entrepreneur.

The GuruBook was published in Scandinavia in the Autumn of 2016 and was an instant #1 bestseller. This English version of the book contains many additional exciting interviews with thinkers such as Salim Ismail (Singularity University), Naveen Jain (Moon Express), Jimmy Maymann (Huffington Post), Otto Scharmer (Theory U), Blake Mycoskie (TOMS) and many others.

The GuruBook is for burgeoning entrepreneurs, leaders, business developers, and innovators who know that traditional business models no longer provide results in fast-evolving digital and global economies.

Other contributing authors to the book include Simon Sinek, Seth Godin, Steve Blank, Sonia Arrison, Daniel Burrus, Edgar H. Schein, Henry Mintzberg, Tom Peters, Pascal Finette, Andreas Ehn, Murray Newlands, Brian Chesky, Hampus Jakobsson, Craig Newmark, Danny Lange, Alf Rehn, Paul Nunes, Nathan Furr and Mette Lykke.

The book is edited by Scandinavian entrepreneur and speaker Jonathan Løw.

the gurubook cover

•  Compiles 45 of the world's leading entrepreneurs and leaders straightforwadly discussing innovation, entrepreneurship, and leadership.

•  Provides tactical tips for leaders in organizations at all stages of their development.

•  Discusses the importance of a developing a business culture of innovation - innovation is not merely a strategy.

•  Shows what top executives can learn from entrepreneurs and what entrepreneurs can learn from top executives.

•  The book is action-oriented and based on experience and evidence -- It is not another academic treatise on a specific methodology.



Blake Mycoskie - Giving is our future. 

Naveen Jain - Where was the entrepreneurial dinosaur, when we needed him?

Pascal Finette - Work is love made visible. 

Martin Bjergegaard - Do you create from the light side or the dark side?

Richard St. John - 5 Simple Ways to Get Super Ideas

Camilla Ley Valentin - Starting without an idea

Paavo Beckman - How to conquer the World without money

Sophie Trelles-Tvede - From bad taste to Forbes Magazine

Andreas Ehn - Music for everyone

Thor Angelo - Don’t underestimate the “product-market fit” phase

Murray Newlands - Learning to become an entrepreneur

Christian Lanng - Leadership from the trenches

Lars Fjeldsøe-Nielsen - ‘B2Both’ 

Erik Anderson - Catching waves

Mette Lykke - Entrepreneurship is a marathon, not a sprint 

Brian Chesky - How to build culture

Tine Thygesen - Why culture is just as important for tech startups as tech

Hampus Jakobsson - The entrepreneur’s guide to failing in a good way

Theis Søndergaard - Trust everyone! 

Craig Newmark - Listen, act, repeat 

Innovation & disruption

Tendayi Viki - We train people to innovate and then tell them to stop doing so

Salim Ismail - We are animals with tools

Danny Lange - Becoming truly data-driven

Alf Rehn - The land of lost ambition

Julie Kjær-Madsen - Curiosity is an irritating underestimated driving force

Paul Nunes - The Innovator’s Disaster 

Nathan Furr - From capturing to creating value

Simon Sinek - Innovation is born from the struggle

Seth Godin - You don’t need more time

Tim Vang - Pretotype or Die

Steve Blank - Startups are not a smaller version of a large company

Thomas Wedell-Wedellsborg – When to NOT trust your gut 

Jacob de Geer - Banking is essential, but banks are not

Sonia Arrison - Our hearts and minds will have much more time

Jimmy Maymann - Disruption is something you must experience yourself 

Daniel Burrus - How to Anticipate the Future

Sandja Brügmann - The future leader is ethical, passionate and bold

Leadership & authenticity

Todd Dewett – The case for authenticity

Edgar H. Schein - Knowing why you are there

Bart Houlahan - I want to redefine success in business

Henry Mintzberg - Companies with soul 

Thomas D. Zweifel - No Idols > Authentic Vision

Christian Ørsted - Authentic leadership is narcissism

Otto Scharmer - The world of today and tomorrow

Tom Peters - Are you an 18 second manager


by editor Jonathan Løw

The GuruBook is made up of three pillars or major themes, if you like: entrepreneurship, innovation and authentic leadership.

Each of these three themes could be unfolded in numerous guru books on their own. As editor, therefore, I harbour no illusions that this book can touch on all aspects of three so broad and important concepts.


In the same way, the work in choosing the book’s gurus has rather resembled the task facing a national football coach: to put together a team based on personal convictions, values and attitudes without knowing for sure that the choices are the correct ones - just as I have been aware from the outset that the readers will have many strong and clear opinions about the team of gurus chosen.


There have also been many comments about the title of the book, so let me explain it with two short points:


I chose the title because I mean it!
It’s not just in Hinduism that the word guru has a religious and solemn meaning. In itself the word means ‘teacher’ or ‘mentor’. And that is precisely what the contributors to The GuruBook represent: wisdom and experience that is worth sharing with you, dear reader.

I chose the title because it sounds good!
Can’t we agree that “Expert Book” sounds neither as catchy nor as sexy as The GuruBook? So you shouldn’t take the title more seriously than that.

Finally, discussions about gender politics and other demographics may soon arise when one tries to make up a GURU team: Is the gender distribution fair? What about the age variation? The geographic spread? The ideological starting point?


I must put my cards on the table and say that I haven’t thought along these lines. My most important criterion has been that I consider all the gurus in the book as being authentic, and authentic leadership therefore became the third main theme and pillar in The GuruBook.


Authentic in the way that they also act out their values in practice. Authentic in the sense that one can feel the person inside them when one speaks with them. Authentic in the way that they dare stand for something and remain true to their values - also when they come under financial or other pressure.


Paperback: 196 pages
Publisher: Productivity Press; 1 edition (February 23, 2018)
Language: English
ISBN-10: 1138566438
ISBN-13: 978-1138566439

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