An NTA Business Guide
The Better Business Building Book
Practical Lessons from a Lifetime in Retail, Wholesale, B2B, and Online Business
Rick Hesse draws on a lifetime in business to explain how customer understanding, trust, relationships, and useful systems fit together. This revised edition also explores what makes each business different, why building its website takes collaboration, and how AI expands what an owner's work can accomplish.
Who this book is for
For owners who want clarity, not another sales pitch.
The Better Business Building Book is written for small-business owners, entrepreneurs, and people preparing to start something of their own. It explains business principles first and technology second, using real situations instead of jargon.
The goal is not to make the reader dependent on an expert. The goal is to help the reader see the business more clearly and make better decisions.
What the book will help you understand
Build the foundation before chasing growth tactics
Explain what makes your business different and why customers choose you
Understand how customers decide who to trust
Turn trust into stronger, longer relationships
Create systems that preserve what the business knows
Use technology without losing human judgment
Grow in a way the owner and team can sustain
The source behind the book
A complete business education system—not a disconnected manuscript.
The book grows from the NTA Knowledge Library and connects directly to the Growth Guide, the NTA Journal, and the practical systems NTA is building for small-business owners. Readers will be able to move from a principle in the book to deeper lessons, guided questions, and practical next steps.
Book request
Download The Better Business Building Book
Add your name and email below to access the complete revised guide. Your request will be saved in the NTA subscriber system, and you will receive instant access to download the book.
View all NTA publications