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Build It and They Will Invest

These days, of course, I create my restaurant concepts in warehouses far from residential neighborhoods, but back then there were no warehouses. I sunk every dollar I had into making my house a themed rainforest restaurant, because I was passionate about the concept and I wanted to see it become a reality.

— Steven Schussler

Used with permission from It’s a Jungle in There, © Sterling Publishing 2010.

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This Reviewer

  1. Jeffrey Schwartz, M.D., is a research psychiatrist at the School of Medicine at the University of California at Los Angeles and a seminal thinker in the field of self-directed neuroplasticity. He is the author of more than 100 scientific books and articles on neuroscience and psychiatry. His books include You Are Not Your Brain: The 4-Step Solution for Ending Destructive Behavior, Changing Bad Habits, and Taking Control of Your Life (with Rebecca Gladding; Avery/Penguin, 2011), The Mind and the Brain: Neuroplasticity and the Power of Mental Force (with Sharon Begley; HarperCollins, 2002), and Brain Lock: Free Yourself from Obsessive-Compulsive Behavior: A Four-Step Self-Treatment Method to Change Your Brain Chemistry (with Beverly Beyette; HarperCollins, 1997).

This Excerpt

  1. It’s a Jungle in There: Inspiring Lessons, Hard-Won Insights, and Other Acts of Entrepreneurial Daring (Union Square Press, 2010), by Steven Schussler with Marvin Karlins
  2. Steven Schussler is the CEO and chairman of Schussler Creative. He is creator of Rainforest Cafe and many other themed restaurants. Schussler teaches an entrepreneurial class at the Carlson School of Business Management at the University of Minnesota and is a columnist for Minnesota Business magazine. It’s a Jungle in There is his first book.
  3. Marvin Karlins is a professor in the department of management and organization at the University of South Florida, where he received the President’s Award for Outstanding Achievement. He is the author of 28 books and more than 200 articles published in a wide spectrum of professional, academic, and popular journals.


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