The Mouse Driver Chronicles

Citation

McGillicuddy, K. (2004), "The Mouse Driver Chronicles", Journal of Consumer Marketing, Vol. 21 No. 3, pp. 226-227. https://doi.org/10.1108/07363760410534777

The Mouse Driver Chronicles is a wonderfully refreshing look at two entrepreneurs armed with credit cards, money from friends, some good business knowledge, and a commitment to their dream. John Lusk and Kyle Harrison finish up their graduate business degrees at Wharton and forego the safer, potentially easier and more lucrative job offers thrown their way. Instead they choose to put their business sense to the test in developing and marketing the mouse driver, a simple computer mouse shaped like the head of a golf driver, the perfect gift for the golf lover/computer user in anyone's life.

The book is refreshing in that it reads like a novel, yet contains the same gems of wisdom one might find in a business textbook on entrepreneurship or product development. It is also refreshing in that the story is very real and not sensationalistic. As we look back at the dot‐com era in all its glory (and often foolhardiness) it is heartening to realize that other start‐ups were being nurtured and grown in other industries by smart, hard‐working people who were not receiving huge bonuses and stock options or retiring at age 25. Rather, they followed a dream that many entrepreneurs have, in a fashion that we like to think epitomizes the “American Dream” and has made the spirit of business what it is today.

Some selected chapter titles are evidence of the humorous style of the book, and also serve as an outline of the big lessons learned by the young entrepreneurs:

1. 1.

   “Taking the leap”. Starting a business is truly a leap of faith. It can be difficult to explain to friends, family and even yourself at times why you have chosen to take the risks, work a little harder, and forego some of the comforts of corporate America to follow a dream that may or may not be realized. Being brutally honest about what you have (in terms of money, the strength of your idea, the commitment of those you will be working with) and about the sacrifices you will be making (struggling financials, hard work, the potential downside) are key when starting out on your own.

2. 2.

   “Making mice is hard to do”. The same pitfalls that trouble product development teams in a large company are sure to trouble the entrepreneur. Unfortunately, however, the corporate buffer is capable of whipping up extra capital, extra expertise and perhaps more clout when working through some of these issues. Plus, in a larger company there is probably a portfolio of products being considered rather than one make‐or‐break product idea upon which all success rides. The entrepreneur must be prepared for missed schedules, designs that are not quite right, and first manufacturer runs that are not quite on schedule.

3. 3.

   “Our first second thoughts.” Entrepreneurship has its ups and downs and anyone is sure to experience second thoughts, difficult days and times of questioning. Expecting these second thoughts is the key to overcoming them, as is having a network of loyal supporters (even if it is only a shoulder to cry on), financial backup, and the resolve to continue on. The small setbacks are usually followed by small moments of glory in which the whole enterprise becomes worthwhile once again.

4. 4.

   “Must we do everything ourselves?” Running a business is hard work. And the entrepreneur should expect to do all that hard work him or her self. This includes everything from high‐level strategic decisions and financial management to answering the phone and packing up boxes of your product to carry down to the post office. There can be no ego trip here. But this “I did it all” experience makes the fruits of your labors that much more rewarding.

5. 5.

   “The art of low finance”. The obvious challenge for an entrepreneur is the cash needed to get started and keep the enterprise going until it is successful on its own (after all, Amazon.com just turn a profit this past year!). Recognizing this challenge, having some solutions in your back pocket, and being willing to live with the risk and consequences (an office in your own apartment, little to no cash flow, living from check to check) is key to working through this inevitable part of starting your own business.

6. 6.

   “Full circle”. What a wonderful sense of accomplishment it must have been for John and Kyle to wind up back at Wharton to guest lecture in an entrepreneurship class 18 months after starting their adventure. The experience made them realize that, yes, they had made many mistakes. But they had also made many good decisions. And their business was off to a reasonable start with good hopes of continuing on. They were able to detail their lessons learned and look back with marvel that the young naïve students, much like the ones in the audience in front of them, had accomplished and grown so much.

Be sure to check out the real‐life Web page of the mouse driver at www.mousedriver.com, which details the product, the inventors and the adventure of starting this new business. The site gives you access to The MouseDriver Insider.During the early years of the company, John and Kyle began chronicling their experiences in this e‐letter, sent out every two months or so to friends, family, and contacts met along the way. The Insider served a few purposes:

• •

  a record of the activities of the young company;

• •

  a way for contacts to keep up with the latest news; and

• •

  a “public relations” venue to get the word out about the new start‐up.

And for many readers it will serve as a valuable collection of helpful tips and lessons learned for any entrepreneur dreaming of starting a business. John and Kyle have continued the e‐letter due to the enthusiastic response of its readers, and it is certainly worth the read; a wealth of first‐hand knowledge that rivals any textbook on the subject of entrepreneurship.

Overall, The MouseDriver Chronicles is highly recommended. It is entertaining, educational and perfect for anyone in business who would like to experience the ups and downs of an entrepreneurial adventure vicariously through John Lusk and Kyle Harrison. This book would also make an excellent supplemental textbook for a college class, as would the collection of The MouseDriver Insider. In fact, the authors welcome the use of their book and e‐letters for learning purposes and would love to hear from anyone who is fostering the spirits of young entrepreneurs with these materials. Reading the details of this journey is sure to inspire many budding entrepreneurs who long to live a similar adventure.