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Small Business Saturday | We Recommend Fundamental Changes

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On the run up to Small Business Saturday we’re featuring one of our great customers each day this week today we’d like to talk about Fundamental Changes a great online guitar resource


When Joseph Alexander first approached us he had already built a considerable online following, his book sales had gathered momentum and his free online lessons were read by lots of keen guitar students the world over, the business started not out of a drive to start a successful business but instead out of a passion for the guitar, as Joe himself says…


“I started by accident really, I wanted to write something to help people find a clear route to learning jazz without getting distracted by all the information out there. I wrote this step by step guide and a friend said I should self publish it on Amazon. For some reason it started selling and getting good reviews. Over 20 books and something like 90,000 sales later I’m one of the best selling guitar authors on Amazon. It still feels weird and it’s turned into a full time job, but it’s very rewarding and the lovely reviews and feedback make it worthwhile.”


Joe found that rather than creating resources for others in employment, independence offered him a much more fulfilling and versatile work life.


“My independence is very important to me. I have started publishing other authors now and my quality control is pretty stringent as they’ll be quick to tell you! Being independent means that I get to make the decisions and take the risks”


We love businesses like Fundamental Changes as they go to show that individuals with a passion for their art can turn this into business success. Whether you are a beginner or seasoned player you’ll find some great free resources on his site and his books would make great Christmas gifts for any guitarist. Fundamental changes are offering a 20% off your first purchase of a PDF book using the voucher code: FUNDAMENTAL20

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December 1, 2015 | Share this article on