When Nishant Joshi, a medical student in Hradec Králové, Czech Republic, realized cricket bloggers’ voices weren’t being heard, he took action. He assembled 20 of his favourite cricket bloggers to submit content for a book which he called “The Alternative Cricket Almanack”. He then published the book thirty days later. Decisive action has its reward. The book marked the birth of a new publishing brand, Alternative Cricket, that has grown like a weed over the past couple of years. Tens of thousands of fans tune in every day to hear what Nishant Joshi has to say on events happening in the cricket world. Nishant didn’t care about whether he was “experienced”, what his background was, or whether he would fail or succeed. He didn’t care what the world would think about a cricket book published by a medical student in the Czech Republic (where cricket’s not played much). He just started. Just like that. Whatever your situation is, just start. It’s the only way to make things happen. Here’s what you’ll learn in the case study: How Nishant spotted an opportunity and decided to fill the void. How he built an audience of 37,000+ followers on Twitter, 20,000 podcast listeners, and 6,000+ fans on Facebook. Why he rejected over £20,000 worth of advertising offers. How he uses reader feedback to tweak the brand’s message and make it more coherent. How he manages his time as a medical student and cricket publisher. 3 Actions you can take to start a side project, no matter what your situation is.