Who this is for

First-time founders in their first three years.

If you have ever nodded along to a conversation about startup and small business founder lessons while quietly not following it, this is for you. No prior knowledge assumed, and nothing skipped because it is "obvious".

What people usually ask first

• Where do I even start with this?
• Is the thing I have been told actually true?
• What happens if I do nothing?
• How do I tell a good option from a bad one?

Tone

Warm, plain-spoken, no jargon unless we define it first.