If you want to be realistic about business success, then books about business failure must adorn your bookshelf. The Story conveys the cautions that most of the youngster has forgotten nowadays in the rush of opening a startup. A study, revealed that aspiring entrepreneurs can learn from business failures only if they understand the consequences of decisions, assessments, inactions or actions that caused past failures. This is beneficial if they realize how to use this knowledge to successfully run their next enterprise. And it can only happen when aspiring entrepreneurs read books like “Business Business:  The Untold Story” written by Avinash T V  that teach the value of success. Beginning from the middle class family story, four friends lived with their parents with an aspiration to become successfully and get installed into a latest version of adaptive technology, but they were in a dilemma. They wanted a company registered the  same day, but were at level zero gain. All their research for the  entire week went into the drain, and nobody willing to take their  name back. With Naveen’s drastically nature, all were in a shock, when someone own ditches. This book goes deep down into the darker side of launching a start-up business, and the innumerable pitfalls that Indian entrepreneurs have to overcome. The book is full of derisive observations, fascinating anecdotes, and some stunning customer insights. And ofcourse you wouldn’t like to miss those behind-the-scenes happenings in the start-up ecosystem. This is one of the must-read books about business failure for industry professionals, investors, business school graduates, aspiring entrepreneurs, and anyone interested in India’s fast-growing start-up environment. A compelling narrative, “Failure to succeed” is all about the search for ways to progress and achieve success, despite repeated setbacks. If you are planning to launch a new venture or dream to become an entrepreneur or working in a start-up or a non-fiction or biography reader or a reader looking for a good book or a student. This book is for you. “Business Business : The Untold Story” is a one-of-a-kind book that suggests its readers to learn from their mistakes. According to author Avinash T V, learning from mistakes is the only way to ensure that the same mistake is not repeated. A guide for entrepreneurs and business professionals, the book offers knowledge, and the necessary tools to craft success by embracing every failure, be it large or small. It inspires budding entrepreneurs and offers them strategic actions to convert failures into rewarding gains. Avinash TV’s book unveils both inevitable and likely setbacks and also gives readers practical approaches to quick self-judgment. It’s not a business book nor a fictional novel, instead of a mix of both, I loved the way Author put his entire story – hhe got an amazing style of expressing things. Going through the book was more like I was in her shows and living the moment. We just get to know more about his continuous struggle, trying to figure out what needs to be done to sustain – ultimately meeting her failure in the end. The book also talks about seed capital, fundraising, pitch deck, product-market fit, go-to-market plan, business plan, where to find investors, bridge round, EBITDA, Business model calculation – but no were in-depth details about the concept. It is not often that I read a book where I learn something valuable on every page. Avinash explains in down to earth terms the rise and fall path of mistakes and what type of mind set you need to turn them into fantastic learning experiences that make you a better person. They describe in detail what it took mentally and emotionally to overcome and transform their inner landscape via understanding their failures. I thought this would be a quick read but I was wrong. I took me almost two weeks to read it. It took so long because I needed to digest what I was reading and then self reflect. Avinash does not suggest I do this, I took it upon myself and I am grateful I did it.The benefits are amazing. Don’t be afraid to fail. In fact, failures often lead to success. Take inspiration from the failures, all of these failures were followed by perseverance and enormous successes. Stories in the book, too, offers important lessons one can relate with. Some of them are politics that play out in office every day or how insecurities drive people to act in a certain manner. Everyone would face or are bound to face such hurdles in an office atmosphere. Many of the characters in the stories show courage and deal with those situations with dignity, and mostly succeed. This book shows how it’s not just hard work and talent that determine entrepreneurial success. An unfair advantage is something unique and internal to each person that gives a competitive upper hard, and exists even without having worked for it. Even adversity can be converted into an opportunity, as the frameworks and examples in this book show. The authors’ framework for entrepreneurs goes by the acronym MILES: money, intelligence/insight, location/luck, education/expertise, and status. This book would inspire you to retain a certain amount of goodness in you while you aim for or occupy the corner office. That is the most important message of this book. It doesn’t pretend to tell you how to get there or be there. Avinash’s work is a great reminder that the rules for running a strong business and creating value haven’t changed. For one thing, there’s an essential human factor in every business endeavor. It doesn’t matter if you have a perfect product, production plan, and marketing pitch; you’ll still need the right people to lead and implement those plans. That is a lesson you learn quickly in business foundation. Which people are you going to back? Do their roles fit their abilities? Do they have both the IQ and EQ to succeed? Business Adventures is as much about the strengths and weaknesses of leaders in challenging circumstances as