Burn: A book review by Bob Morris

Burn: How Grit, Innovation, and a Dash of Luck Ignited a Multi-Million Dollar Success Story
Mei Xu
Wiley (March 2021)

How and why grit, innovation, and a dash of luck can realize “the promise of America”

Mei Xu (pronounced “may she”) wrote this book to reassure those who read it that “the American Dream remains vital and accessible to all of us, so long as we are willing to burn — igniting the flame within and pursuing our passion with courage and creativity, innovating and adapting to our constantly changing society.”

Like so many other immigrants, she observes, “I succeeded in business by using my cross-cultural background to reimagine stale consumer categories and places, infusing them with new meaning and value.” She founded Pacific Trade International, Chesapeake Bay Candle, and Blissliving Home, and recently launched Yes She May, an online e-commerce site to support women-owned business around the world.

The information, insights, and counsel she provides can be of substantial value to everyone — immigrants and natives alike —  who are reluctant to pursue their own dreams. She shares all the lessons she has learned thus far from her entrepreneurial initiatives, including the most important dos and don’ts to keep in mind.

I hasten to add that her wide and deep personal experience has eliminated all delusions while strengthening her resolve. Although no doubt charming and gracious as well as thoughtful and considerate, she also seems to be a diehard pragmatist who is determined to understand what works and what doesn’t as well as why, then share what she has learned with as many people as possible.

Mei Xu wrote this book as “a rousing call for more entrepreneurs to push the boundaries of innovation, creating a set of products and and services that solve consumer and environmental problems, making life more efficient and enjoyable in the process.”

Burn is a brilliant achievement. Bravo!


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