The author's 'great insight' is that most people who start small businessesare technicians, i.e., they understand the mechanics of their trade but not how torun a business. Fair enough. The solutions offered up, however, are simplistic,general and formulaic. (Any McDonald's franchise pack has more useful informationin it.) There really is nothing of substance in it.The E Myth is written in the conversational style of a self-help book, in anauseatingly self satisfied way. The author also creates his own languageand terminology, as if he had discovered a new and exciting science, and what makes thisespecially annoying (not to mention cynical) is that the language is obviously specificto his consultancy. A deeply irritating book.