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After getting our book published by Amazon‘s Kindle device, we moved forward with publishers like Smashwords who make The Entrepreneur that Could available as a Kobo download for Apple iPod and iPad users. Recently, Barnes and Noble took on the Nook Book version for their online buyers.

Now, you can buy The Entrepreneur that Could right here. This is a PDF format. There are many PDF readers available, most notably by Adobe. If you don’t have an Adobe Reader, download one for free HERE.

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Casey has chosen Smashwords as his distributor for the ebook version of The Entrepreneur That Could. It’s easy. No need to sign in. You will find a generous 20% sample reading.

Find out what it is all about.

There is plenty of bad news about the failing economy. I mention several indicators in my book. While the wake-up call is important, we need more than bad news. We need a path to pursue. The bad news reminds us that the old methods aren’t working. So, what do we do to feed our families, follow our passions, serve our communities and leave a legacy?

That is what you will find in The Entrepreneur That Could. That is the difference this book offers. I draw from the core principles that serve life cycles, build communities, and developed a land of opportunity for entrepreneurs. The present crisis is real, but it is also an opportunity to rebuild a fair and open economy.

Free introductory chapter




How to Profit and Succeed in the New American Economy

by Casey Jurado

copyright 2010

This sample chapter is offered subject to the condition that it, or portions thereof, shall not be duplicated or redistributed in any form without prior written permission by the author or official representative of the author, whether in print, digital, audio or other form.

Scanning, uploading or distribution of this book, or portions thereof, to the Internet or other digital publishing medium without the written permission of the author is illegal and punishable by law. Please purchase only authorized editions and do not participate in or encourage electronic piracy of copyrighted materials. Your support of the author’s rights is appreciated.

Send interested parties to the book website for their free downloads.

Thank you for your participation and respect.

Dedicated to all the entrepreneurs that made this country great and can make it great again.


We can have either democracy in this country or we can have great wealth concentrated in the hands of a few, but we cannot have both . -Louis Brandeis, Supreme Court Justice


I am a most unhappy man. I have unwittingly ruined my country. A great industrial nation is now controlled by a system of credit. We are no longer a government by free opinion, no longer a government by conviction and a vote of the majority, but a government by the opinion and duress of a small group of dominant men.” President Woodrow Wilson six years after signing into law the Federal Reserve Act.



2010, CSE (Common Sense Era)



Entrepreneurism in America is sick. Indeed, all of our institutions are at grave risk. Entrepreneurs and employees are overworked, multi-stimulated and out of balance, struggling to make the system work.


The reason is simple: business techniques revolve around the methods, capital and environment created by the most powerful corporations NOT common sense or genuine community needs.


Corporations dictate and refine our leisure options and our conforming appearances. Forces of division create endless distinctions, separating us from members of our community. Headlines daily declare new realities and our experts prognosticate dire consequences. As our world shifts under our feet, it’s no wonder that we doubt our own self definition. Grasping for something we can believe in, we identify with where we live, what we drive, sports team pride, who our enemies are and which brands we buy… But what do these have to do with what makes life meaningful and lasting in America?


The Entrepreneur That Could (ETC) is about regaining our course. It is a business/ life philosophy based on common sense. Common sense is simple, but as life’s complexities exploded in an urban industrial society, we got separated from communal food production and the cycles of Nature. That’s how “common sense” got less common.


I believe common sense can revolutionize our business paradigm. What is missing in most business approaches these days is a lack of insight that comes from common sense. Common sense is telling me (and many other American business owners) that the current business paradigm isn’t working and is taking us down. It won’t take just a few tweaks to fix it. Luckily, we have inspiration for this awakening from the Founding Fathers and the Declaration of Independence.


ETC will step back around 200 years, to the early days that formed this nation’s principles. Although our country’s founders were imperfect, they lived by common sense and common sense proved their point. They observed that the monarchies and aristocracies were corrupt. They understood that monopolies like the East India Trading Company that supplied their teas and spices were impositions on free trade. They studied nature’s cycles and ways, and experimented to invent new ways of improving the general welfare. They observed how power corrupts and discussed at great lengths how to stop the insanity in this land of new opportunity.


The Founding Fathers were more than authors of the Declaration of Independence, the Bill of Rights or the US Constitution. They were business people, farmers, self-educated intellectuals, tradespeople, scientists, diplomats and entrepreneurs.


ETC will help readers, as they start to recreate their reality for our new age of opportunity, to think more like the Founding Fathers. This new reality will not be like the old one any more than the Founding Fathers wanted a “New Britain.” Nor will it be what the world’s dominating corporations want. This new reality must be right for us as individuals, our local economies and communities… America and the planet, by extension.


Americans that I talk to are ready to throw off the controls of self interested corporations, intolerant institutional religions and compromised governments. We want to take responsibility for our future instead of where the world corporations and their puppet governments are taking us. It is time to take our future back using tools of character and entrepreneurism that we call “ETC, The Entrepreneur That Could.”


ETC is


defining who we are


deciding where we are going


common sense


smart about money


disciplines of physical and mental health


commitment to personal and community integrity


being connected to Nature and her cycles


taking responsibility for our behavior


always hopeful and inventive


and stopping the insanity, or at least, enjoying it more.


I have no intentions of taking sides or making enemies on the road to a better, more community-connected future. Yes, some will take issue with ETC. That’s okay, but let’s agree to promise two things: to tell the truth over being politically correct AND to state our arguments as clearly as possible. From this exchange, it is my hope that you, the reader, are able to think and see what is happening so you can decide where you want to go.


I don’t know if you have heard of Louis CK, but he has a comedic sketch about being stuck in traffic. The backup was solid steel for miles. No one was going anywhere anytime soon. You know the situation yourself if you have lived in an urban or suburban setting. Then out of the blue, the driver behind Louis started honking his horn. Louis wondered what this could mean. Couldn’t the man in back see that Louis couldn’t move if his life depended on it? OK, so he is frustrated, so am I, thought Louis. But the honking continued and the noise became more than irritating. Louis just sat there, not able to “go” as he had been told.


In the midst of the aggravation, Louis got an idea. Instead of exchanging insults, he decided to have his argument, not the argument the man in back wanted to have. “Hey!” Louis exploded as he approached the car in back, “Where’s my jacket?” “Huh?” “You heard me, you got my jacket! I want it now! Give it me!” The man got scared, quickly rolled up his windows and locked the doors. The honking stopped.


There are powerful corporations that now control the majority percentage of television and newspapers, automobiles, real estate, food production and distribution, fashion, cosmetics, publishing, household appliances, telephone and every aspect of infrastructure. We have heard and seen their argument. Now it’s time for ours. We want to know what they have done with our environment, our government, our freedom, our ability to earn a living, our economy, our children’s education, our medical care, our food and water quality…and our future. That’s the argument we are going to have. It’s our future and it’s our health at stake.


ETC will tell you what you are not reading in the press but might verify by observation. Why is this important? If you are going to take a different path than the one laid out for you, know what you are dealing with. Read that in Sections One and Two.


ETC offers entrepreneurs a foundational philosophy that I have learned from other successful entrepreneurs. Their successes did not come from hard work, but an easy, intuitive approach enhanced with common sense. In many cases, these successful individuals had no college. With or without a business degree, this will expand your awareness of the cycles of business and be successful in the age of niche markets. I want to thank each role model for inspiring me to share the principles of the Entrepreneur That Could. Study Sections Three, Four and Seven.


ETC celebrates who we are. We are inventive, community based and integrated with Nature, that is, if we are to survive. Section Five will open your eyes regarding our all-important reliance on Nature.


The RCMCs (Resource Controlling Multinational Corporations) will appear throughout the book. They are largely responsible for our modern and post-modern lifestyles. Mostly, I will point out how the food industry has been re-engineered. Just keep in mind that the RCMCs have done this in countless other industries. Read Sections One, Two, Six and Seven.


The Entrepreneur That Could recognizes that we are living on a planet with only a few continental land masses. These lands may take a long time for a single human to cross, but we have a lot less than that from which we can draw food and resources for life. This is all we have. There isn’t another Earth in the galaxy supermarket. The way I see it, consumerism is not a winning strategy for this planet. Our future is in responsible entrepreneurism. The healthy, balanced and common sense ETC choice is about to be unfolded before you.


Read ETC:


because it will help you understand the world and your place in it,


to discover principles of entrepreneurial success in the new economy,


because it is time for an age of common sense,


and because, in your heart, you know it’s true.



Copyright 2010 Casey Jurado



Feel free to contact Casey to pre-order your paperback copy, due at in March.

Order the Kindle version now. (No Kindle unit is necessary. Kindle will download to your pc, ipod or mac for free.)


Table of Contents


Section One, You Are Here……………………………… 9

Section Two, Where We’re Going……………………… 29

Section Three, Philosophy of Success……………….. 65

Section Four, Disciplines of ETC……………………….85

Section Five, Nature Rules……………………………..115

Section Six, Divided We Fall……………………………135

Section Seven, Stopping the Insanity…………………169

Niche Markets, The ETC Supplement………………..207

Independence or Arrogance, Supplement Two……243


Preorder the book

Order the Kindle book with the link below

Today is a great day for entrepreneurs that want to move forward. The Kindle version of The Entrepreneur That Could was just published. It is ten dollars less than the paperback version and is available for download in seconds. You don’t even need a Kindle unit! Amazon will let you download Kindle software to your laptop or desktop for free. Then download The Entrepreneur That Could for $6.99 from Amazon. Here is the link. The Entrepreneur That Could

I have dedicated this book to “all the entrepreneurs that made this country great and can make it great once again.”

The entrepreneurs that made this country great is a reference to the Founding Fathers and their generation. They left us opportunities to serve, explore, innovate, improve and prosper. And while prosperity is personally satisfying, we miss the point if we are not using these opportunities to serve our children…to give them the opportunities they need to explore, innovate, improve and prosper. Serving the children is what has lasting meaning. So I didn’t just dedicate the book to entrepreneurs of the past. It is also dedicated to those that follow.

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