The Second Coming of the Woolly Mammoth

Offering the fully revised and updated original ideas of his first book, Where Have All the Woolly Mammoths Gone (1976), Frost recognizes the improved environment for small business and shares the entrepreneurial basics needed for survival in today ’s economy. The Second Coming of the Woolly Mammoth tells how in the final analysis, business failures are attributable to three major causes: bad luck, failure to recognize reality, and/or failure to respond rationally to reality. Success is virtually guaranteed if the true facts surrounding a situation are realistically discerned and if the reaction to those facts is rational.