"Why would people be interested in reading about King of Shaves?" asks King in the prologue. Had this simple rhetorical question been more widely asked, a large proportion of current business books might not have made it to the book shops.

Fuelled by the success of TV programmes loosely based on business, publishers have apparently become as obsessed as everyone else by the cult of celebrity. Business celebrity essentially means a focus on a big name rather than a big idea.

In this instance, King's story is all about triumphing against insurmountable odds. It's a theme that fits a little too well with the central brand message of his shaving business.

King is proud of his ability to drag successes from impossible situations and writing a book is no different. He makes it clear he has not employed a "ghost" writer. This worthy idea requires a stronger editor.

King tries to make his story relevant through explaining his approach to business. This leads to curious passages that belong in a self-help manual. Where he sticks to biography, it's engaging but unfulfilling.