"Forget the endless brainstorms, white-boards and business canvases. Use this book to uncover big new entrepreneurial ideas through its far more enjoyable and repeatable frameworks. If you've ever thought 'this business/service/product would be so much better if.' then you've already started using the framework. The Zero Transaction Cost Entrepreneur dissects and supercharges those skills of observation and analysis to a powerful level, applicable to any business or industry." --Jules Pieri , Co-Founder of The Grommet, Harvard Business School Entrepreneur in Residence emeritus, author of How We Make Stuff Now . "There is opportunity for innovation everywhere; the challenge is to identify compelling ideas before everyone else. The Zero Transaction Cost Entrepreneur lays out the novel theory that the key to spotting new opportunities first is to focus on eliminating transaction costs.

In this engaging book, Dermot Berkery identifies different types of transaction costs and shows how, as they fall, opportunities to create businesses and industries proliferate. There are many books that celebrate innovation, but that are not actionable. The Zero Transaction Cost Entrepreneur is different because it is a roadmap for identifying compelling opportunities. Entrepreneurs and business leaders looking for new ideas will benefit enormously from the frameworks provided in this book." --Tim Calkins , Clinical Professor of Marketing, Kellogg School of Management, Northwestern University "At last! Creative genius for those of us that are rational. In The Zero Transaction Cost Entrepreneur , Berkery provides a handbook for jumpstarting entrepreneurship, from seeing unmet needs to structuring an organization to capture them. With a conversational, practical approach, he takes the mystery out of the process of finding great new business ideas." --Elane Stock , former CEO ServiceMaster Brands, previously partner at McKinsey & Company "The late Oliver Williamson won the Nobel Prize in Economics for his pioneering work on transaction costs.

Berkery's book brings this powerful perspective to entrepreneurs and explains how they can use transaction cost analysis to discover new entrepreneurial opportunities. The book is rich with compelling examples drawn from everyday life and successful startups. It will change the way that founders build new ventures." --Thomas Eisenmann , Professor, Harvard Business School.