Review by Gavin C. Reid

Gavin C. Reid

This is a lively book, penned by an intelligent author, Jeff House, with solid credentials as an applied economist. Added to that, he also has exhibited superior entrepreneurial flair – in which this book rejoices. Briefly, The Cider King starts with the author arriving newly in the USA, aged 26, on a 90-day visa. He had no solid plan and, as he recalls, ‘little in my pockets but lint’. Briefly, the crisp denouement to the book’s narrative, in the year 2021, finds the author now a multimillionaire. This came from selling his cider company for $53 million. How is this possible? Jeffrey House tells you how. And it really is worth reading!

In the summer of 2023, Jeff had told me that be wanted to write this book, when I met him at a grammar school reunion in Camberley, Surrey. I was encouraging, as he had regaled me with such an entertaining catalogue of stories about his life and times. In short order, he pitched into writing his biographical book, The Cider King. Once he started, he could not stop, and a draft was composed in record time. I was reminded of Jack Kerouac with his huge continuous paper roll fed into his typewriter battering out On the Road in three weeks, the genesis of the Beat Generation. Maybe Jeff may not be a Kerouac, but his writing is as engaging and joyful as Jack’s.

One of the bravest aspects in this fascinating biography is the honest reporting by Jeff of his struggles with mental illness, and his refusal neither to let this dim his entrepreneurial aspirations nor to damage the welfare of his family in the long haul. After the loss of a crucial account in his business dealings he fell into chronic depression that seemed unshakeable, and on medical advice he sought to be subject to EST (electric shock treatment). He was diagnosed bipolar phase 2, and has now lived most of his professional life with occasional episodes of mental illness, which have been medicated by drugs in various ways or by recurring periodically to EST.

Against this background, in his ‘mostly fit to work’ periods, he used his skills from grammar school, university and college, mixed with his intrinsic talent in abundance, to carve out a career in business of great distinction, characterised by bold entrepreneurship. Illustrating this, many strong parts of this book are their analyses of the processes of launching, developing, and then ‘selling-on’ of a business.

Positive influences on his entrepreneurial journey must have been Jeff’s spells in Bournemouth College (Marketing, Business Studies) 1970, and Sheffield University (Economics) 1972, which provided him with a strong skills base. This is apparent throughout the book, especially in those parts that consider deal structures. Right at the start of the book Jeff asserts that ‘most people have no idea how to sell a business’. First, he says: ‘It’s not simple’. And second, he says: ‘I will walk you through it’! Then he does just that: in a lucid and accessible way. Throughout the book there are many inspiring illustrations of clever deal making, which should boost the confidence of the would-be entrepreneur. Further, they will entertain the general reader who likes illustrations of how to achieve much, against the odds.