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The dream is free, but the HU$TLE comes at a cost

By Alpesh H. Patel

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eBook £6.95 / $9.95
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The dream is free, but the HU$TLE comes at a cost

By Alpesh H. Patel

Jacket text

From the African bush to the streets of London, from the souks of Tangier and the concrete jungle of Hong Kong to the bling of Dubai and back to mother Africa; this is a riveting true story of what happens when an entrepreneur tries, tries and tries and fails more times than he succeeds. A soul searching narrative full of highs and lows, culminating in the creation of a pan-African consumer brand that eventually is sold to a multibillion-dollar company.

This is not a rags to riches story. Alpesh is living proof that in life we lose more times than we win. He talks about the dark side of entrepreneurship and the challenges of maintaining the human spirit to keep going no matter what. His journey confirms to us that our lives only really begin once we step outside of our comfort zone.

If you are looking to quietly tiptoe through life and hope to reach the grave safely then this book may not help you! However, if you are looking to thrive regardless of what life throws at you and keep getting stronger and wiser in the process, then this book will help you on your journey. This is a memoir of a soul TESTED.

About the author

Alpesh H. Patel is an award winning global entrepreneur and has been featured in more than 50 media outlets including CNN, CNBC, BBC, Forbes, GQ and Huffington Post. Alpesh runs Peshmode Ltd, a UK based advisory and business consultancy specialising in go to market strategies, entrepreneurship, intrapreneurship and results orientated sales solutions. He has been dubbed as one of the first tech innovators to come out of emerging markets and has worked with industry giants such as Visa, Vodafone, Western Union and Uber. Alpesh is a public speaker and has appeared on several panels such as the Titan Academy, the GSMA, the African Leadership Network and the Wharton Africa Conference. To find out more about Alpesh please visit


Beaten and bloodied, Patel is as rugged as the African bush he was in born in.

Forbes Africa 2014

Brave, bold and innovative. Alpesh Patel = Visionary Entrepreneur.

Robin Sharma, global bestselling author and founder of the Titan Academy

Talent hits a target no one can hit. A ruckus maker hits a target no one can see. Alpesh is one such ruckus maker.

Dr James E Rouse, human performance expert

This is a must read for aspiring entrepreneurs, innovators, startups, and everyday people out there who face the daily frustrations of dealing with the status quo.

N Regisford, Leadership 2020

Media coverage

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1. The Original Refugee
2. The Undergraduate
3. Door to Door
4. The Hong Kong Hustle
5. Asian Decadence
6. South Africa - the Early Days
7. Rene
8. Going Corporate
9. Moto Hustle
10. Dubai Bling
11. Mi Fone
12. The Double Gs
13. The 'Jungle'
14. Mi Card
15. The African Dream
16. Oju
17. The African Pain
18. Due Diligence
19. The Blues
20. Xiaomi
21. Post Acquisition

About the author

Published: 12/02/2018
Edition: 1st
Pages: 352
Formats: paperback - ISBN 9780857196903
ebook - ISBN 9780995596948
Media enquiries

If you’d like to get in touch with the author for interview or comment, or you’d like a review copy of this book, please contact us at or call +44 (0)1730 233870.


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