The star of the reality TV show Hardcore Pawn shares his street-smart, hard-bargaining business skills Les Gold has been in business since age twelve, when he started selling used golf clubs from his dad's basement. Now he's Detroit's biggest pawnshop owner and the star of the hit reality TV show Hardcore Pawn. As a third generation pawnbroker, he grew up dealing with customers who could be unruly and violent as often as they were friendly. He got good at selling just about anything, and at making sure he only bought items for what they were worth. His book reveals his rags to riches journey, as he grew his shop, and how we can all be more successful by thinking like a pawnbroker. As Gold writes, "Businesses these days talk a lot about figuring out what the customer wants. Well, here's your first lesson: The customer doesn't know what he wants. This book is going to show you how to convince him he wants the thing you're selling."