Find out why Boston College, Rutgers, and Colorado State University are already using Where East Eats WestThe Street-Smarts Guide to Business in China, in their curriculum and why Westinghouse pays the author many times the cost of this book, every hour they spend together.

Where East Eats West, boils down the China business basics into easy-to-digest and ready-to-serve actions so you don’t have to risk making rookie mistakes and instead learn how to avoid them.

From sandwiches to nuclear power plants, Goodman’s in-the-trenches China experiences cover an unusually broad range and the advice he offers you comes unvarnished, unleavened, and unadulterated, just like he lived it.

Anyone contemplating an adventure in the world of China business will learn an awful lot from him.

Ted Plafker,
Beijing Correspondent for the Economist,
Author of Doing Business in China and 20 year China veteran

Judging by the fact that you are here, you are probably either salivatingat the size and potential of the Chinese market or you are sweatingabout the much deserved reputation of Chinese business being fraught with horror stories. Maybe you are doing a bit of both.

And who can blame you – with over 1 billion citizens and a skyrocketing economy; there certainly are plenty of untapped opportunities with the potential to make you more money than you ever thought possible yet you have heard of those who have come unarmed, unaware, or unwilling to adapt, being chewed up, spit out and left to crawl back home, penniless and defeated.

Any way you slice it, you are interested in China and want to diminish your odds of failing and improve your chances of succeeding.

Where East Eats West is perfect for you if:

  1. You’re an entrepreneur with a great idea and a burning desire to head across the ocean in search of fame and fortune.
  2. You just received orders to relocate to China for the ‘opportunity of a lifetime,’ but you have no idea what to expect.
  3. You’re already in China trying to do some business and struggling to maintain your faith in your own vision (and the essential goodness of humankind).
  4. You have been doing business in China for a long time (3 years or more) and simply need a good laugh and know that you are not alone.


Finally! A China business book from the perspective of an entrepreneur!
Where East Eats West has got it all: the hard truth, humor and real insight into doing business in China as the little guy, and winning!

Steve Chiu,
Co-Founder, Zhaopin.com,
13 year China Veteran

The Chinese business market is not for the faint of heart or for those who come to play without even knowing that this field has some different interpretations of the old rules.

You simply can’t come into China and go about your operations as if you were still back West… it just doesn’t work.  If you want to operate as if you were at home, please just stay home and save your money.

Be prepared or you will be warmed, toasted and then slow-roasted before you know what’s happening. China will eat you up, like it has so many others who have gone before you.

Sam Goodman is the Harvey Mackay of China, a straight-shooting entrepreneur who has defied the odds and succeeded where some of the world’s largest and smartest companies have failed.

David Wolf,
President, Wolf Group Asia,
Blogger, SiliconHutong.com and 14 year China veteran

While plenty of books have been written for the corporate executive or the bigwig with deep pockets, Where East Eats West is written for the little guy who is on the ground and in the trenches.

Here are just a few things you’ll learn in Where East Eats West:

1.  How to keep yourself in check in the first few infatuating weeks and avoid becoming delirious with China Fever (and then how to cope when the fascination ends and reality sets in).

2.  Just enough background about business in China to help you understand where they’re coming from when you don’t see eye to eye (which will happen more times than you can count!).

3.  What to expect and how to deal with China’s vast human resources, a.k.a. the enormous talent puddle.

4.  How to break down the basics of ‘face’, ‘guanxi’ and so much more –  so you get what you want for your business.

5.  How to command respect (and avoid getting screwed over) by suppliers, vendors, and even your customers.

6.  How to stick to your guns when the aforementioned suppliers, vendors and customers try to wear you down and bleed you dry (it’s not personal, it’s just business).

7.  How to avoid offending your new friends and colleagues (a.k.a. a few touchy subjects to NEVER, EVER bring up).

8.  How to avoid the most common scams to con you out of your money (if you do find yourself a victim, you won’t get much sympathy or help from the police or Chinese legal system, so you want to avoid these scams).

9.  How to cover your butt before you face a business deal gone bad (and you probably will, at least once).

10.  A roadmap to navigate the negotiating detours and potholes that come with Chinese business negotiations.

11.  How to deal with bureaucrats and their constantly-changing rules.

12.  The two most uncommon things in China – a friendly warning so you’re not caught off-guard.

13.  The two most important rules to succeeding in the Chinese business market.


Where East Eats West succeeds on every level, by combining truly compelling autobiographical elements with profound insights into China’s business environment.

This is a must-read for everyone wishing to achieve success as an entrepreneur in China, or anywhere for that matter. I only wish I had read this book when I came to China 15 years ago.

Mirko Wormuth,
Managing Director, TWICE Fashion Accessories

Where East Eats West shares the lessons learned from an experienced China hand in a fun-to-read, down-to-earth way that will leave you laughing out loud at times and shaking your head in wonder at others.

Where East Eats West offers everything you need to know about doing business in China, all wrapped up in a book so entertaining, you won’t be able to put it down.

If you’ve caught China Fever, don’t make your move without first reading this book – it will save you more money, time, and headaches than you can possibly imagine.

If you don’t have millions of dollars and years to waste, Where East Eats West is the book that will set you up to succeed in China.

Goodman gets ‘it’, period!

Jethro Cramp,
President, Castaway Resorts and 10 year China veteran

Goodman has written a great and completely different take on the “traditional” how-to books on China’s intense business life.  For anyone contemplating a short-term or long-term business venture in China, Where East Eats Westdefinitely should be included in your pre-travel check-list of ‘must reads’.

–  Gregory Stoller,
Boston College