New Startup Mindset by Sandra ShpilbergNew Startup Mindset by Sandra Shpilberg

New Startup Mindset by Sandra Shpilberg

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“New Startup Mindset,” written by Sandra Shpilberg, is an essential read for aspiring entrepreneurs, leaders, and those on a journey of self-improvement. Shpilberg, the founder of Seeker Health, provides a refreshing take on starting a business, particularly challenging the traditional Silicon Valley formula. Her book emphasizes building a company that delivers real value, rather than pursuing venture capital or creating a “unicorn.” Instead, Shpilberg advocates for a model based on customer revenue, single-deep focus, and maintaining personal and financial freedom.

This book is highly relevant to entrepreneurs and leaders who are rethinking their approach to business in today’s world. For those who may feel disconnected from the standard entrepreneurial blueprint or are looking for a more sustainable, impactful path, “New Startup Mindset” offers an alternative—one that encourages simplicity, intention, and alignment with core values. It’s particularly appealing for people who want to build a business without compromising their well-being or personal beliefs.

One striking example of how the principles in the book have been applied is Shpilberg’s own experience building Seeker Health. She defied conventional wisdom by being a solo founder, focusing on early customer traction, and avoiding the venture capital route. Her success, leading to the eventual acquisition of her company, demonstrates the power of aligning business goals with a clear, customer-focused mission and sustainable practices.

Summary of Main Ideas and Concepts:

  1. Beginner’s Mindset: Shpilberg stresses the importance of cultivating a beginner’s mindset—approaching challenges with curiosity, humility, and patience. Even as an experienced biotech professional, she had to adopt this mindset to innovate and create Seeker Health from scratch.
  2. Single Deep Focus: One of the key takeaways from the book is the concept of single deep focus—putting all your attention on the most critical task. This focus allows entrepreneurs to tackle essential business tasks efficiently, without being overwhelmed by distractions.
  3. The Flow is Forward: Shpilberg encourages founders to take consistent, small steps toward their goals. The idea is to keep moving forward, no matter the pace, and to focus on actionable steps that drive progress rather than being paralyzed by the bigger picture.
  4. Deep Pockets Are Never Deep Enough: Shpilberg challenges the obsession with venture capital, advocating for a focus on paying customers from the start. This allows businesses to grow sustainably and gives founders control over their company’s future without the pressures of outside investors.
  5. Full-On Transformation to Paying Customers: Building on her focus on sustainability, Shpilberg highlights the importance of serving customers with passion and ingenuity. Building strong customer relationships is vital to long-term success.
  6. Hiring Capable “Blank Slates”: Instead of hiring based on extensive experience, Shpilberg suggests hiring adaptable, eager team members who share the company’s vision and mission. These individuals can grow with the company and contribute fresh perspectives.

Business Example: Seeker Health

Shpilberg applied these concepts directly in her business, Seeker Health, which connected patients with clinical trials. She didn’t wait for external funding or the “right moment”—she built a company with limited resources but maximized the efficiency of her team and processes. By focusing on customer needs, offering a solution to real problems, and maintaining a lean approach, Seeker Health was able to scale quickly and effectively. The company’s eventual acquisition was a testament to the strength of Shpilberg’s startup mindset, which avoided the pitfalls of traditional startup pressures.

In summary, “New Startup Mindset” offers actionable insights into how entrepreneurs can thrive by focusing on building sustainable businesses that prioritize customer needs, growth, and personal well-being over the hype of rapid scaling and investor funding. It’s an inspiring read for any entrepreneur seeking to build a business aligned with their values.


1. The Beginner’s Mindset

In Chapter 1 of New Startup Mindset, Sandra Shpilberg introduces the idea of the Beginner’s Mindset as an essential foundation for starting a business. This concept, borrowed from Zen philosophy, emphasizes approaching challenges with the curiosity, humility, and openness of a novice. For entrepreneurs, this mindset can serve as a powerful tool, allowing them to navigate uncharted territories without being weighed down by the fear of failure or the pressure to know everything in advance.

The Importance of a Beginner’s Mindset in Entrepreneurship

Entrepreneurship, by its nature, involves stepping into the unknown. Whether it’s the launch of a startup or the pursuit of a bold new idea, the journey is fraught with uncertainty. According to Shpilberg, adopting a Beginner’s Mindset frees entrepreneurs from the paralysis that often comes with the need for expertise. Instead of being burdened by what they don’t know, entrepreneurs can channel their energy into learning, exploring, and adapting.

This mindset allows founders to stay open to new opportunities, feedback, and even failure. As Shpilberg points out, failure is often an unavoidable part of the entrepreneurial process. Yet, by approaching it with a beginner’s perspective, it becomes a learning experience rather than a roadblock. A key message in the chapter is that entrepreneurs don’t need to have all the answers—they simply need to be willing to start and trust the process will unfold as they go along.

Shpilberg’s Personal Experience with the Beginner’s Mindset

Drawing from her own story of launching Seeker Health, Shpilberg vividly illustrates the power of the Beginner’s Mindset. Even though she had extensive experience in biotech, starting Seeker Health meant stepping into a world of technology and software development—areas where she had limited experience. By embracing a beginner’s perspective, she focused on learning, asking for help when needed, and tackling challenges one step at a time.

This approach allowed Shpilberg to overcome the common obstacles faced by first-time entrepreneurs. Instead of being daunted by her lack of knowledge in certain areas, she allowed her curiosity and willingness to learn to lead the way. This mindset, according to Shpilberg, was a crucial factor in the rapid growth of her company.

The Benefits of the Beginner’s Mindset

  1. Curiosity: A beginner’s mindset encourages a sense of curiosity and exploration. Entrepreneurs who embrace this mindset are naturally inclined to ask questions, seek new perspectives, and look for creative solutions. They are open to trying different approaches rather than relying on what’s worked in the past.
  2. Humility: Adopting a beginner’s mindset removes the pressure to be an expert right away. This humility opens the door to collaboration, allowing founders to seek advice and learn from others without ego. Shpilberg mentions how she sought guidance in areas where she lacked experience, turning perceived weaknesses into strengths.
  3. Patience: Starting a company requires patience, as progress often comes slowly. With a beginner’s mindset, entrepreneurs can avoid frustration by recognizing that learning and growth are ongoing processes. The ability to accept temporary setbacks without giving up is key to enduring long-term success.
  4. Freedom from Expectations: Experts often feel burdened by expectations, both from themselves and others. In contrast, beginners have the freedom to experiment, fail, and adjust without the fear of falling short. For entrepreneurs, this freedom is empowering—it allows them to iterate on their ideas and strategies without feeling confined by a rigid path.

Overcoming the Inner Critic

One of the major barriers entrepreneurs face is their own inner critic. In this chapter, Shpilberg shares a practical exercise to deal with self-doubt: writing a letter to the inner critic. This letter serves as a reminder that the entrepreneur is just getting started and deserves the time and space to figure things out. By acknowledging and confronting self-doubt, entrepreneurs can silence the voice that says they are not good enough and continue to pursue their goals with confidence.

Practical Application: How to Cultivate a Beginner’s Mindset

To foster a Beginner’s Mindset, Shpilberg encourages entrepreneurs to:

  1. Embrace the Unknown: Acknowledge that not knowing everything is part of the journey. Take the first step without waiting to be fully prepared or experienced.
  2. Ask for Help: Seek guidance from others, whether it’s peers, mentors, or industry experts. The willingness to ask questions opens up a world of knowledge that can be crucial to success.
  3. Reframe Failure: Understand that failure is not a reflection of personal inadequacy. Instead, it’s a valuable tool for learning and refining your approach.
  4. Stay Curious: Continually seek new information, perspectives, and ideas. Being curious helps entrepreneurs stay agile and open to unexpected opportunities.
  5. Write to Your Inner Critic: Confront negative thoughts by writing to your inner critic, giving yourself permission to learn, make mistakes, and improve over time.

Conclusion: Just Begin

The key takeaway from Chapter 1 is that there is no better time to start than now. Shpilberg emphasizes that entrepreneurs should not wait for the perfect moment, additional skills, or external validation. By adopting a Beginner’s Mindset, entrepreneurs can free themselves from unnecessary expectations and confidently take the first step toward building something meaningful. The journey may not always be easy, but as Shpilberg shows, it is through these first steps that the path forward becomes clearer.


2. Single Deep Focus

In Chapter 2 of New Startup Mindset, Sandra Shpilberg introduces the concept of Single Deep Focus as a powerful tool for entrepreneurs looking to achieve meaningful progress in their businesses. In today’s world of constant distractions, Shpilberg argues that the ability to focus deeply on one task at a time is crucial for building a successful startup. This chapter emphasizes the importance of uninterrupted, intentional work in moving a business forward and presents practical strategies for cultivating this habit.

The Importance of Single Deep Focus for Entrepreneurs

For entrepreneurs, the challenge isn’t just finding enough time in the day, but using that time effectively. The ability to achieve Single Deep Focus—dedicating full attention to one critical task without distractions—is what separates progress from stagnation. Shpilberg highlights that in the fast-paced startup world, it’s easy to get overwhelmed by an ever-growing to-do list, emails, meetings, and demands from multiple directions. Without focus, entrepreneurs risk spreading their attention too thin and making little progress on the work that truly matters.

In this chapter, Shpilberg draws from her personal experience as the founder of Seeker Health to illustrate how Single Deep Focus can lead to significant breakthroughs. Early in her entrepreneurial journey, she landed a key client but faced an unexpected challenge when their campaign was initially rejected. Instead of panicking or multitasking, Shpilberg chose to apply Single Deep Focus, devoting her undivided attention to solving the problem. Her focused effort led to the creation of a process that not only won over the client but became a lasting part of her business operations.

Benefits of Single Deep Focus

  1. Enhanced Productivity: When entrepreneurs focus solely on one task, they can work more efficiently and produce higher-quality outcomes. Multitasking, on the other hand, diminishes productivity and often leads to mistakes or incomplete work.
  2. Clarity in Decision-Making: Single Deep Focus helps entrepreneurs prioritize the most important tasks. By eliminating distractions, they can focus on what will have the greatest impact on their business, allowing for better decision-making and clearer thinking.
  3. Momentum and Progress: By concentrating on a single task, entrepreneurs can achieve small wins that build momentum. Consistent, focused work compounds over time, leading to significant progress.
  4. Deep Connection to Work: When entrepreneurs immerse themselves in deep focus, they can create a stronger connection to their business. This type of focus fosters creativity and allows for the kind of innovative thinking that is essential for growing a startup.

Shpilberg’s Personal Story: The Power of Focus in Action

Shpilberg provides a compelling example from her own journey of how Single Deep Focus helped her solve a critical problem. Shortly after signing a major client for Seeker Health, she faced a challenge when the Institutional Review Board (IRB) rejected one of her campaigns. This setback could have derailed her progress, but instead, Shpilberg chose to shut out all distractions and focus entirely on fixing the issue. She worked in a single, uninterrupted session to create a Social Media Control Procedure, which addressed the IRB’s concerns and ultimately saved the campaign.

This deep focus not only resolved the immediate problem but also established a long-term system that became a standard practice at Seeker Health. Shpilberg’s example underscores the idea that deep, focused work can lead to lasting solutions and innovations that benefit the business in the long run.

The Distraction Monster: A Barrier to Single Deep Focus

Shpilberg introduces the concept of the Distraction Monster—the collection of internal and external forces that prevent entrepreneurs from achieving deep focus. These distractions include:

  • Internal Interruptions: Fear, self-doubt, perfectionism, and lack of interest can all disrupt focus. Entrepreneurs often face doubts about their abilities or struggle with the fear of failure, which can pull them away from important tasks.
  • External Interruptions: Emails, social media notifications, meetings, and the demands of others can easily interrupt periods of deep focus. These distractions are particularly difficult in today’s digital world, where constant connectivity often fragments attention.
  • Physical Needs: Hunger, thirst, or fatigue can also break concentration. Shpilberg emphasizes the importance of managing physical needs before starting a session of deep focus to prevent these issues from becoming distractions.

Strategies for Cultivating Single Deep Focus

To combat the Distraction Monster and achieve deep focus, Shpilberg offers several actionable strategies:

  1. Create a Container for Focus: Entrepreneurs need to create an environment that supports deep focus. This might involve choosing a quiet space, turning off notifications, and setting boundaries to prevent interruptions. Creating a dedicated “container” for focus ensures that entrepreneurs can fully immerse themselves in their work.
  2. Set a Clear Intention: Before starting a session of deep focus, it’s essential to set a clear intention for the task at hand. Entrepreneurs should define exactly what they want to accomplish and why it is important. For example, Shpilberg suggests writing down goals such as, “I will spend two hours creating a sales presentation to win new business.” This clarity helps maintain focus and purpose throughout the session.
  3. Establish a Time Limit: Deep focus is not meant to be sustained indefinitely. Shpilberg recommends setting a specific time limit—typically one to two hours—for each session. After the time is up, it’s important to take a break, allowing the mind to reset and recharge before diving into the next task.
  4. Practice Daily: Building the habit of deep focus requires daily practice. Shpilberg encourages entrepreneurs to carve out time every day for focused work on their most important tasks. Over time, this practice strengthens the ability to concentrate, making it easier to enter periods of deep focus and increasing overall productivity.

Practical Application of Single Deep Focus

For entrepreneurs seeking to implement Single Deep Focus in their daily routines, Shpilberg provides a step-by-step approach:

  1. Identify the Most Important Task: Start by selecting the task that will have the greatest impact on your business. This could be developing a product, preparing a pitch deck, or researching new customers.
  2. Create a Focused Environment: Remove all potential distractions. Turn off email, silence your phone, and find a quiet space where you won’t be interrupted.
  3. Set a Time Limit: Commit to focusing on the task for a set period—typically 60 to 90 minutes—without checking emails, social media, or other distractions.
  4. Work with Intention: Approach the task with full commitment and focus. If you notice your mind wandering, gently bring your attention back to the work at hand.
  5. Reflect and Repeat: After the session, take a break and reflect on your progress. Then, repeat the process with a new task or goal.

Conclusion: Mastering Focus for Long-Term Success

In Chapter 2 of New Startup Mindset, Sandra Shpilberg offers entrepreneurs a powerful tool for navigating the complexities of startup life: Single Deep Focus. By cultivating the ability to focus deeply on the most important tasks, entrepreneurs can make meaningful progress, generate innovative ideas, and overcome the distractions that so often hinder success. With practice, Single Deep Focus can become a habit that drives both personal and professional growth, allowing entrepreneurs to achieve their goals more effectively.

Shpilberg’s experience proves that even in the face of challenges, deep focus can lead to powerful breakthroughs and long-term success. For entrepreneurs looking to build something impactful, mastering the art of focus is an invaluable skill.


3. The Flow is Forward

In Chapter 3 of New Startup Mindset, Sandra Shpilberg delves into the importance of maintaining forward momentum in entrepreneurship, no matter the pace. Titled “The Flow is Forward,” this chapter emphasizes the necessity of consistent, incremental progress in building a startup. Shpilberg illustrates how the road to success is less about giant leaps and more about steady, forward-focused steps that compound over time. By focusing on taking the best next action every day, entrepreneurs can overcome the overwhelming nature of building a business and achieve long-term success.

The Flow is Forward: A Mindset for Endurance

Entrepreneurship is often romanticized as a fast-paced, exciting journey, but Shpilberg likens it more to running a marathon. The real work of building a business involves sustained effort, endurance, and the willingness to tackle obstacles one step at a time. This mindset—understanding that progress comes from small, consistent actions—allows entrepreneurs to avoid burnout while still making significant headway.

In this chapter, Shpilberg recounts a personal story from her time running the New York City Marathon. At mile 20, she hit the infamous “wall” and felt like quitting, but a simple realization helped her push through: all she had to do was keep moving forward, one step at a time. This lesson carried over into her entrepreneurial journey with Seeker Health, where progress was made not through dramatic breakthroughs but through persistent, daily actions.

The core message of this chapter is clear: success in entrepreneurship is not a sprint, but a marathon, and the key to finishing the race is to keep moving forward, even when the going gets tough.

Consistent Action: The Key to Startup Progress

In building Seeker Health, Shpilberg faced multiple challenges—one of the biggest being her decision to develop a custom software platform to meet the growing needs of her customers. While she had no background in software development, she knew that her company’s success depended on building a secure system to manage patient leads. Instead of being intimidated by the magnitude of the task, Shpilberg embraced the flow-forward mindset, breaking the project down into manageable steps and focusing on consistent action.

By taking things one step at a time, Shpilberg led the development of the Seeker Portal, a secure patient lead management system that became a pivotal part of Seeker Health’s value proposition. This achievement was not the result of a singular moment of brilliance but rather a series of deliberate, forward-focused actions over many months. The lesson here is that entrepreneurs do not need to have all the answers at once; they simply need to focus on the best next action they can take to move their business forward.

The Best Next Action: A Daily Practice for Entrepreneurs

A key concept introduced in Chapter 3 is the idea of identifying the best next action you can take today to move your business forward. For entrepreneurs, the to-do list can often seem endless, and it’s easy to get bogged down in tasks that don’t drive meaningful progress. Shpilberg recommends a daily practice of asking yourself this question: “What is the best next action I can take today?”

This practice simplifies the complex process of running a business by narrowing the focus to one key task at a time. Instead of feeling overwhelmed by everything that needs to be done, entrepreneurs can make steady progress by tackling one impactful action each day.

Shpilberg suggests using prompts to guide this process, such as:

  1. How can my startup increase customer satisfaction?
  2. How can my startup attract new potential customers?
  3. How can I improve my company’s current offerings?
  4. How can I contain or reduce costs without compromising quality?

By honing in on the most important action for the day, entrepreneurs can prioritize their work more effectively, ensuring that they are always making forward progress.

The Bullet Journal Method for Goal Tracking

To further help entrepreneurs stay organized and focused, Shpilberg introduces the Bullet Journal Method as a tool for tracking progress and staying on top of daily, weekly, and monthly goals. This method helps to organize thoughts, tasks, and milestones in a simple, visually clear way, allowing entrepreneurs to see their progress over time and identify what needs their attention next.

Shpilberg’s adaptation of the Bullet Journal Method involves the following steps:

  1. Create an Index: Begin by numbering pages and creating an index where key goals and milestones are tracked.
  2. Yearly Goals: List your top goals for the year, providing a high-level view of what you want to achieve.
  3. Monthly Goals: Break down the yearly goals into monthly objectives to maintain momentum.
  4. Daily Focus: For each day, write down the most important tasks, keeping them categorized into work, personal, and family to maintain balance.
  5. Tracking and Reflection: As tasks are completed, reflect on the progress made and adjust future goals accordingly.

This system provides clarity and focus, helping entrepreneurs stay disciplined and avoid getting sidetracked by less important tasks.

Building Momentum: The Power of Small Wins

One of the most valuable takeaways from Chapter 3 is the idea that progress breeds progress. Small wins can build momentum and create the energy needed to tackle larger tasks. Shpilberg emphasizes that every step forward, no matter how small, contributes to the overall growth of a business.

By embracing the flow-forward mindset, entrepreneurs can build confidence and keep moving, even during tough times. Consistently achieving small wins not only moves the business forward but also provides psychological reinforcement that success is within reach.

Conclusion: Keep Moving Forward

The key lesson of Chapter 3 is that in entrepreneurship, the flow is always forward. By focusing on taking the best next action and maintaining consistent, deliberate effort, entrepreneurs can build momentum and move their business toward success. Shpilberg’s personal experiences serve as a powerful reminder that progress often comes from sustained effort rather than grand gestures.

For entrepreneurs feeling overwhelmed by the many challenges of running a startup, the advice in this chapter offers a practical and empowering approach. Instead of being paralyzed by the enormity of the journey ahead, simply take the next step forward—because, as Shpilberg wisely notes, “A business that isn’t moving forward is moving backward.” By applying this mindset, entrepreneurs can navigate the ups and downs of building a company with clarity, resilience, and focus.


4. Deep Pockets Are Never Deep Enough

In Chapter 4 of New Startup Mindset, Sandra Shpilberg takes on one of the most pervasive myths in the startup world: the idea that businesses need venture capital (VC) funding to succeed. Titled “Deep Pockets Are Never Deep Enough,” this chapter highlights the pitfalls of chasing VC funding and presents an alternative approach that prioritizes early customer revenue. Shpilberg shares how her own journey with Seeker Health was built on the foundation of paying customers, proving that businesses can thrive without the deep pockets of investors.

Challenging the Venture Capital Model

In the traditional Silicon Valley startup narrative, raising VC funding is often viewed as a mark of success. Entrepreneurs are encouraged to secure outside investment as quickly as possible to grow their businesses. However, Shpilberg argues that this path is not only unnecessary for most startups but can also be detrimental in the long run.

The problem with relying on venture capital is that it shifts the focus away from what truly matters: building a sustainable business with real revenue and profit. Many startups, after securing initial funding, spend more time chasing the next round of investment than they do on acquiring paying customers. This leads to a cycle of dilution (as founders give up more equity) and can create a dangerous dependency on outside money.

Shpilberg makes a compelling case that for many startups, deep pockets are never deep enough—no matter how much funding you secure, the need for more capital often continues, with founders constantly raising more rounds. Instead of falling into this trap, she advocates for a model that focuses on early customer revenue as the engine for growth.

The Power of Paying Customers

Shpilberg’s alternative to the venture capital model is simple yet powerful: serve your customers and generate revenue from day one. This approach shifts the focus away from investors and places it where it belongs—on the people who will ultimately decide the success of your business: your customers.

By prioritizing customer revenue over investor funding, startups gain several advantages:

  1. Ownership and Control: Without the need for outside investors, founders retain full control of their companies. This means they can make decisions based on what is best for the business and its customers, rather than being influenced by the expectations of investors.
  2. Profitability: Focusing on customer revenue forces startups to think about profitability early on. Rather than chasing vanity metrics like user growth or market share, businesses that prioritize revenue are more likely to build sustainable operations that can stand the test of time.
  3. Freedom from Investor Pressure: Venture capital often comes with strings attached. Investors typically expect rapid growth and may push companies to scale faster than they are ready. By avoiding this pressure, startups can grow at a pace that is aligned with their mission and values.
  4. Resilience: Startups that rely on customer revenue are inherently more resilient because they are not dependent on the unpredictable whims of the funding market. During economic downturns or investor pullbacks, these businesses are better positioned to survive because they have real cash flow from their customers.

Seeker Health: A Case Study in Customer Revenue

Shpilberg’s own experience with Seeker Health is a testament to the power of focusing on customer revenue. From the very beginning, she made the conscious decision not to pursue venture capital. Instead, she built her business by charging customers for services that provided real value. Seeker Health, which helped biotechnology companies find patients for clinical trials, started generating revenue right away by offering a service that customers needed.

This approach allowed Shpilberg to grow her business without giving up equity or control. By focusing on profitability from the start, she was able to build a company that doubled its revenue and tripled its profits each year. Ultimately, Seeker Health’s success attracted an acquirer in 2018, giving Shpilberg a highly profitable exit—all without ever taking a dime of venture capital.

Why You Don’t Need Venture Capital to Succeed

In Chapter 4, Shpilberg dispels the notion that VC funding is the only path to startup success. She argues that while some businesses may need outside investment (such as capital-intensive industries like hardware or biotechnology), many others do not. Software companies, service-based businesses, and product-based startups, in particular, can often be built without VC funding if they focus on serving paying customers.

Shpilberg emphasizes that the key to avoiding the VC trap is to design a business model that generates early revenue. This means identifying a real problem, solving it with a valuable product or service, and charging customers for it from the outset. Instead of building a product and hoping customers will eventually show up, entrepreneurs should prioritize acquiring paying customers and iterating based on their feedback.

This approach not only creates a more sustainable business but also puts entrepreneurs in a stronger position if they do eventually decide to raise funding. By proving traction through revenue, founders can negotiate better terms with investors or choose to continue growing without them altogether.

Practical Steps to Build a Customer-Focused Business

For entrepreneurs looking to adopt this customer-focused approach, Shpilberg offers several practical steps:

  1. Solve a Real Problem: Start by identifying a pressing problem that people are willing to pay to solve. This ensures that there is a market for your product or service from the start.
  2. Charge Early and Often: Don’t wait until your product is perfect to start charging. As Shpilberg advises, “Your customers should be paying from day one.” Early revenue is critical for proving that your business model works.
  3. Iterate Based on Feedback: Use customer feedback to improve your product or service. Shpilberg’s experience with Seeker Health involved constant iteration based on the needs of her biotech clients, which helped her refine her offering and increase its value.
  4. Grow at a Sustainable Pace: Avoid the temptation to grow too fast, too soon. Instead of focusing on rapid scaling, prioritize building a solid foundation with strong customer relationships and healthy cash flow.
  5. Stay Lean: In the early stages, keeping overhead low is key. Shpilberg ran Seeker Health with a small team and used automation wherever possible, allowing her to grow the business without incurring massive expenses.

Conclusion: Build a Business, Not a Funding Machine

The key takeaway from Chapter 4 is that startups do not need deep pockets to succeed—they need paying customers. By focusing on building a sustainable business model driven by customer revenue, entrepreneurs can avoid the pitfalls of venture capital and create companies that are profitable, resilient, and aligned with their mission.

Shpilberg’s story of building Seeker Health without outside funding is a powerful example of how focusing on customers can lead to long-term success. Entrepreneurs who adopt this mindset are not only more likely to build profitable businesses but also to retain control and ownership of their companies. The message is clear: you don’t need venture capital to build a successful startup—you just need to serve your customers well.

In an era where startups are often encouraged to chase funding at all costs, “Deep Pockets Are Never Deep Enough” serves as a timely reminder that real success is measured in revenue, not rounds. For entrepreneurs looking to build lasting, impactful businesses, this chapter offers a valuable roadmap for doing so—without relying on the deep pockets of others.


5. Full-On Transformation to Paying Customers

In Chapter 5 of New Startup Mindset, Sandra Shpilberg focuses on one of the most critical elements for any startup’s survival: the full transformation of potential leads into paying customers. Titled “Full-On Transformation to Paying Customers,” this chapter delves into how serving customers with intention, passion, and determination can drive sustainable growth. Shpilberg emphasizes that having paying customers is not only the key to a business’s financial health but also its ability to make an impact.

The chapter highlights the mindset shift needed to go from just acquiring leads to fully transforming them into loyal, paying customers who find value in your product or service. Shpilberg also presents actionable strategies to guide entrepreneurs in creating a business that thrives by focusing on customer relationships and delivering meaningful results.

The Value of Paying Customers

While customer acquisition is important, Shpilberg stresses that the real transformation happens when a business converts those leads into paying customers. For startups, it’s not just about generating interest; it’s about building trust and delivering value that people are willing to pay for.

This transformation is essential because paying customers serve as validation that your product or service is needed and valuable. Unlike users or potential leads who may show interest but not commitment, paying customers provide financial fuel for growth and, more importantly, essential feedback on how your product can evolve to serve their needs better. Paying customers prove product-market fit and lay the foundation for long-term growth.

Shpilberg shares that in the early stages of Seeker Health, her success was rooted in the ability to transform interest into actual revenue. Rather than offering free trials or waiting for customers to “get comfortable,” she focused on solving urgent problems for biotech companies—and charged them from the very beginning. This approach allowed her to grow Seeker Health with the cash flow generated by her customers, rather than relying on outside investors.

Serve Your Customers with Passion and Ingenuity

One of the key messages in Chapter 5 is the importance of serving customers with passion, ingenuity, and a genuine desire to meet their needs. Shpilberg argues that customer service is not just a function of business but the core of its success. Entrepreneurs must approach every customer interaction with the mindset of delivering the highest possible value.

Shpilberg’s philosophy is rooted in the belief that entrepreneurship is an act of service. When you genuinely care about solving your customers’ problems, they not only become paying clients but loyal advocates for your business. This level of service goes beyond transactional relationships and fosters long-term connections that can sustain a business through challenges and competition.

Shpilberg points to her own experience with Seeker Health, where her team worked tirelessly to provide tailored solutions for biotech companies trying to find patients for clinical trials. By offering personalized, thoughtful service, Seeker Health transformed these companies into recurring customers who relied on the platform for critical operations. This focus on service helped her business grow organically through word-of-mouth referrals and customer satisfaction.

The Mindset Shift: From Transactional to Transformational

To make this full transformation to paying customers, Shpilberg emphasizes that entrepreneurs need to shift their mindset from transactional to transformational. In the transactional mindset, entrepreneurs focus on making the sale and then moving on to the next lead. However, the transformational mindset is about creating long-term relationships where customers derive lasting value from your product or service.

In this transformational approach, the focus is not on short-term revenue but on delivering continuous value, which naturally leads to customer loyalty and retention. Shpilberg explains that this mindset shift creates a deeper connection with customers, who see your business as a partner in solving their problems rather than just a provider of goods or services.

The chapter stresses that this transformation is not just about making a one-time sale; it’s about building relationships with customers that lead to repeat business, referrals, and long-term growth. Entrepreneurs who adopt this mindset are more likely to build businesses that thrive on customer loyalty and satisfaction.

Creating a Customer-Centric Culture

To fully embrace the transformation to paying customers, Shpilberg encourages entrepreneurs to cultivate a customer-centric culture within their businesses. This means creating systems and processes that prioritize customer needs, feedback, and satisfaction at every stage of the business.

In this chapter, Shpilberg offers several actionable steps for building a customer-centric culture:

  1. Listen to Customer Feedback: Pay close attention to what your customers are saying about your product or service. Their feedback is the most valuable data you can gather, as it provides insight into how you can improve your offering.
  2. Go Above and Beyond: Never settle for meeting expectations—exceed them. Customers who feel they are getting exceptional value will become loyal advocates for your business.
  3. Be Responsive: Ensure that your team is responsive and attentive to customer inquiries or issues. A quick, thoughtful response can turn a dissatisfied customer into a raving fan.
  4. Personalize the Experience: Wherever possible, personalize your interactions with customers. Show them that you understand their specific needs and are committed to providing solutions tailored to them.
  5. Build Trust: Trust is the foundation of any successful customer relationship. Be transparent about your processes, pricing, and the value your product delivers. Trust leads to loyalty, and loyalty leads to long-term growth.

Measuring the Impact of Customer Transformation

Shpilberg also highlights the importance of measuring the impact of transforming leads into paying customers. Metrics such as customer acquisition cost (CAC), customer lifetime value (CLV), and churn rate become essential tools for understanding how well your business is performing in converting and retaining customers.

By focusing on these metrics, entrepreneurs can identify areas of strength and weakness in their customer conversion strategies. For instance, if the cost to acquire a customer is too high compared to the revenue they generate, it may signal a need to refine the sales process or adjust the marketing strategy.

Shpilberg’s advice is to track these metrics regularly to ensure that the business is moving toward greater efficiency and effectiveness in customer acquisition and retention. This data-driven approach helps entrepreneurs make informed decisions about where to invest resources for the greatest impact.

Conclusion: The Road to Full Transformation

The key lesson from Chapter 5 is that the transformation from a lead to a paying customer is the most important goal for any startup. It’s not enough to simply attract interest—entrepreneurs must focus on creating value that customers are willing to pay for and cultivating relationships that lead to long-term loyalty.

Shpilberg’s experience with Seeker Health serves as a powerful example of how focusing on customer transformation can lead to sustainable growth and financial success. By serving customers with passion, creativity, and a focus on delivering meaningful solutions, entrepreneurs can build businesses that not only generate revenue but also make a lasting impact.

For entrepreneurs, the message is clear: customer transformation is the ultimate goal, and it requires a mindset of service, a focus on long-term value, and a dedication to exceeding expectations. Those who master this transformation will build businesses that thrive, even in the face of competition and market challenges.


6. Talk to Your Competitors

In Chapter 6 of New Startup Mindset, Sandra Shpilberg introduces an unconventional but powerful approach to competition: talk to your competitors. In a world where startups often view their competitors with fear and hostility, Shpilberg flips the script, advocating for open dialogue and strategic engagement with rivals. This chapter emphasizes the role of positioning—how you differentiate your company in a crowded market—and the surprising benefits of building relationships with competitors to grow your business.

Shpilberg’s advice is rooted in her belief that competition is not something to be feared but rather an opportunity to refine your business, clarify your value, and establish a unique position that resonates with customers. For entrepreneurs looking to carve out their niche in a competitive industry, this chapter offers a fresh perspective on how to thrive in an environment where competitors are inevitable.

Rethinking Competition: Competitors as Teachers

One of the key messages of Chapter 6 is that entrepreneurs should not shy away from competitors; instead, they should seek to learn from them. Shpilberg argues that competitors can offer valuable insights into the market, customer behavior, and the strengths and weaknesses of existing solutions. By understanding your competitors’ strategies, you can better position your own business and identify opportunities to differentiate your offerings.

Shpilberg explains that talking to competitors can lead to mutual benefits, including the possibility of collaboration. Competitors often face the same challenges, such as educating the market or addressing regulatory hurdles, and there may be areas where working together can accelerate progress for both businesses.

For Shpilberg, her experience with Seeker Health involved learning from competitors who were also serving the biotech industry. By understanding how they positioned themselves, Shpilberg was able to refine her own messaging and approach. Instead of trying to outspend or outmaneuver her competitors, she focused on differentiating Seeker Health by emphasizing its unique value proposition: providing a faster, more efficient way to find patients for clinical trials.

The Importance of Positioning

At the heart of this chapter is the concept of positioning—how your business is perceived in the market relative to competitors. In a crowded market, it’s not enough to simply offer a good product or service; you need to stand out by clearly communicating why customers should choose your company over others.

Positioning is about answering the following critical questions:

  1. What makes your business different?
  2. What specific problem are you solving that others are not?
  3. Why should customers care about your solution?

Shpilberg emphasizes that your position in the market should be crystal clear to your target customers. If your messaging is vague or too similar to your competitors, you risk blending in and losing potential business. The key is to identify the unique value your company brings and then communicate that value consistently across all customer touchpoints.

For Seeker Health, Shpilberg positioned her company as a highly specialized solution for biotech companies looking to connect with patients for clinical trials. Rather than competing directly on price or trying to serve every type of clinical trial, she honed in on a niche market, focusing on rare disease treatments and small biotech companies that needed a nimble, results-driven solution. This clear positioning helped Seeker Health stand out in a competitive landscape.

The Benefits of Talking to Competitors

While many entrepreneurs might feel hesitant to engage with their competitors, Shpilberg outlines several benefits of doing so:

  1. Market Insights: Competitors can provide valuable insights into the market, customer needs, and emerging trends. By talking to competitors, you can gain a better understanding of where the market is headed and adjust your strategy accordingly.
  2. Avoiding Common Pitfalls: Engaging with competitors can help you identify common challenges or mistakes that others in your industry have made. This allows you to avoid costly missteps and refine your approach to better meet customer needs.
  3. Collaborative Opportunities: In some cases, competitors may become collaborators. There may be opportunities to partner on certain initiatives, such as regulatory advocacy, joint research, or even shared marketing efforts. By building relationships with competitors, you open the door to collaboration that can benefit both businesses.
  4. Clarifying Your Position: Engaging with competitors forces you to think critically about your own business and how you are positioning it in the market. This reflection helps you refine your messaging and ensures that you are offering something distinct and valuable to your customers.
  5. Building a Stronger Network: The startup ecosystem thrives on connections, and competitors are part of that network. By engaging with them, you broaden your network, which can lead to future opportunities for partnerships, referrals, or even acquisition discussions.

Positioning Your Business for Success

A key takeaway from this chapter is that positioning is not just about differentiating your product or service; it’s about aligning your entire business around a clear and compelling value proposition. To effectively position your business, Shpilberg offers the following steps:

  1. Identify Your Unique Value: What does your business offer that others do not? This could be a specific feature, a better customer experience, or a unique way of solving a problem. Make sure this value is clear to your customers.
  2. Research the Market: Understand the competitive landscape by researching your competitors. What are they offering, and how are they positioning themselves? This research will help you identify gaps in the market and areas where you can stand out.
  3. Craft Clear Messaging: Your positioning should be reflected in all your communications—from your website and marketing materials to your sales pitch and customer interactions. Ensure that your messaging clearly communicates your value and differentiates you from competitors.
  4. Stay Consistent: Consistency is key when it comes to positioning. Once you’ve defined your position, make sure it is reflected in every aspect of your business, from your branding to your customer service.
  5. Refine Over Time: Positioning is not a one-time task; it’s an ongoing process. As your business grows and the market evolves, you may need to refine your positioning to stay relevant and competitive.

Competitors as Allies: A New Mindset

Shpilberg’s advice to talk to your competitors challenges the traditional mindset of viewing competitors as adversaries. Instead, she encourages entrepreneurs to see competitors as potential allies and sources of valuable information. By engaging with competitors in a constructive and open way, entrepreneurs can gain a deeper understanding of the market, refine their positioning, and potentially unlock new opportunities for growth.

This mindset shift is especially important in industries where the market is large enough for multiple players to thrive. Instead of competing for the same slice of the pie, businesses can work together to grow the overall market and better serve customers. Shpilberg points out that in industries like healthcare and biotechnology, competitors often face similar challenges, such as regulatory hurdles or customer education, and collaboration can benefit all parties involved.

Conclusion: Positioning is Everything

Chapter 6 of New Startup Mindset offers a powerful reminder that in a crowded market, positioning is everything. It’s not enough to have a great product or service—you need to clearly communicate why your business is different and why customers should choose you over your competitors. By talking to your competitors and learning from them, you can refine your positioning and create a business that stands out in the marketplace.

For entrepreneurs, the message is clear: don’t fear your competitors—learn from them. By understanding the competitive landscape and positioning your business effectively, you can carve out a unique space in the market and build a business that thrives. Shpilberg’s own experience with Seeker Health demonstrates the power of clear positioning and the surprising benefits that come from engaging with competitors in a strategic and open-minded way.


7. At First, Hire Capable Blank Slates

In Chapter 7 of New Startup Mindset, Sandra Shpilberg challenges the conventional wisdom that startups should hire experts with extensive experience right from the start. Titled “At First, Hire Capable Blank Slates,” this chapter presents an alternative approach to team building, particularly in the early stages of a company. Instead of hiring only industry veterans, Shpilberg argues for hiring adaptable, motivated individuals—“blank slates”—who are capable of learning quickly, embracing your startup’s mission, and growing alongside the business.

For entrepreneurs looking to build a lean, agile team that can navigate the challenges of a startup, this chapter offers valuable insights on how to create a team culture centered around flexibility, growth, and shared purpose.

The Case for Hiring Blank Slates

In the early days of a startup, every decision carries significant weight, and hiring is no exception. Many entrepreneurs assume that hiring people with extensive experience in their field is the safest route. However, Shpilberg suggests that this can sometimes backfire. Highly experienced professionals may come with fixed ways of thinking, a set approach to problems, and an aversion to taking risks—qualities that might not align with the experimental, fast-moving nature of a startup.

Instead, Shpilberg advocates for hiring capable blank slates—people who may not have decades of experience but who possess the qualities necessary to thrive in a startup environment. These individuals are open to learning, adaptable to change, and eager to grow. Their lack of preconceptions about how things should be done can be an asset, allowing them to approach problems with fresh perspectives and creativity.

Shpilberg’s experience building Seeker Health provides a clear example of this approach. Rather than hiring a large team of experts, she opted for a lean team made up of capable, eager individuals who shared her vision and were willing to learn on the job. This allowed her to build a team that was not only cost-effective but also aligned with the company’s culture of experimentation, innovation, and agility.

What Makes a Capable Blank Slate?

Shpilberg defines a “blank slate” as someone who may lack industry-specific experience but makes up for it with essential qualities such as:

  1. Adaptability: Blank slates are quick learners and are willing to adapt to new challenges and roles. In the ever-changing landscape of a startup, this flexibility is invaluable.
  2. Curiosity: These individuals have a strong desire to learn and grow. They ask questions, seek new knowledge, and are motivated by solving problems.
  3. Mission-Driven: Capable blank slates are often deeply aligned with the startup’s mission. Their enthusiasm for the company’s goals makes them highly motivated to contribute meaningfully, even if they are learning along the way.
  4. Grit: Startups are full of uncertainties, setbacks, and obstacles. Blank slates tend to have the resilience to push through difficult times, learning from failures and persevering.
  5. Willingness to Experiment: Unlike seasoned professionals who may be set in their ways, blank slates are more willing to try new approaches. This openness to experimentation is critical in the early stages of a startup, where new strategies and ideas need to be tested quickly.
  6. Growth Mindset: Perhaps most importantly, blank slates have a growth mindset—the belief that their abilities and skills can improve through effort and learning. This mindset makes them ideal for a startup environment, where rapid growth and change are the norm.

Growth, Mission, and Balance: The Startup Culture

Shpilberg emphasizes that hiring blank slates isn’t just about finding people who can get the job done; it’s about building a team that can grow with the company. Startups need individuals who are not only capable of doing their current job but also willing to expand their skill sets as the company evolves. This flexibility ensures that the company can remain agile and responsive to new challenges as it scales.

Moreover, blank slates are often mission-driven—they care deeply about the startup’s purpose and are willing to go the extra mile to see it succeed. This alignment with the company’s mission fosters a sense of ownership and motivation that is difficult to achieve when hiring solely for experience. When team members are invested in the mission, they are more likely to bring passion and energy to their work, which is critical during the long hours and uncertainties of a startup’s early days.

Shpilberg also highlights the importance of balance in startup culture. While startups often demand a lot from their employees, hiring individuals who value work-life balance can create a more sustainable and healthy company culture. Blank slates, in particular, may have a clearer sense of balance, as they often come from diverse backgrounds and are motivated by personal growth, not just the demands of the job.

Building a Team That Grows with Your Startup

One of the biggest advantages of hiring blank slates is that they can grow with your startup. As your company evolves, so too can your team. Instead of hiring experts who may outgrow the company or become frustrated by the lack of rigid structure, blank slates are more likely to embrace the journey and develop alongside the business.

Shpilberg offers practical advice for building a team of capable blank slates:

  1. Hire for Potential, Not Just Experience: When evaluating candidates, prioritize qualities like adaptability, curiosity, and grit over specific industry experience. Look for individuals who have a growth mindset and are excited about the opportunity to learn.
  2. Provide Opportunities for Learning and Growth: Blank slates thrive when given the chance to develop new skills. Invest in training, mentorship, and opportunities for team members to expand their knowledge. This will not only help them grow but also ensure that they can take on new responsibilities as the company scales.
  3. Create a Collaborative, Mission-Driven Culture: Blank slates perform best in environments where they feel connected to the company’s mission and are encouraged to collaborate with others. Foster a culture of openness, experimentation, and shared purpose.
  4. Be Patient and Supportive: Hiring blank slates means accepting that there will be a learning curve. Be patient with new hires as they develop their skills and offer support along the way. This investment will pay off as they become key contributors to your company’s success.
  5. Embrace Change: Startups are constantly evolving, and so should your team. Encourage a mindset of continuous improvement and flexibility, both in your employees and in your hiring practices. As your company grows, your team should be ready to adapt to new challenges and opportunities.

The Long-Term Benefits of Hiring Blank Slates

While hiring blank slates may seem risky at first, the long-term benefits are clear. By building a team of individuals who are adaptable, mission-driven, and eager to grow, you create a culture of innovation and resilience that can carry your startup through the inevitable ups and downs of entrepreneurship.

Shpilberg’s approach to hiring helped her build a lean, efficient team at Seeker Health that was capable of taking on new challenges and scaling as the business grew. This focus on hiring for potential rather than just experience allowed her to create a team that was deeply invested in the company’s mission and willing to learn and adapt as the business evolved.

Conclusion: Build a Team for the Future, Not Just the Present

The key takeaway from Chapter 7 is that in the early stages of a startup, hiring individuals with potential—capable blank slates—can be more valuable than hiring experienced professionals. While expertise has its place, startups need team members who are flexible, eager to learn, and aligned with the company’s mission.

By focusing on adaptability, curiosity, and a growth mindset, entrepreneurs can build teams that not only perform well today but are also prepared to grow with the company in the future. Shpilberg’s experience demonstrates that a team of capable blank slates can become the backbone of a successful startup, driving innovation, collaboration, and long-term success.


8. Closed Doors Show You the Way

In Chapter 8 of New Startup Mindset, Sandra Shpilberg explores one of the most challenging but essential aspects of entrepreneurship: dealing with rejection and setbacks. Titled “Closed Doors Show You the Way,” this chapter emphasizes that rejections, missed opportunities, and failures are not the end of the road, but rather signposts that guide entrepreneurs toward better paths. Shpilberg argues that every closed door presents an opportunity to reassess, pivot, and ultimately make better decisions for your business.

For entrepreneurs, learning to accept rejection and see it as a valuable part of the journey is critical to long-term success. In this chapter, Shpilberg shares her personal experiences with setbacks and offers practical advice on how to navigate the inevitable challenges that arise when building a startup.

Rejection as a Teacher

Entrepreneurs often face rejection, whether it’s from potential customers, investors, or even their own team. While rejection can be disheartening, Shpilberg emphasizes that it should not be seen as a sign of failure, but rather as a learning experience that provides clarity and direction. Every “no” reveals something important about your approach, your product, or the market, and entrepreneurs who embrace rejection as a teacher are better equipped to make improvements and move forward.

Shpilberg recounts moments in her own entrepreneurial journey where doors were closed, but those rejections ultimately led to better outcomes. For example, she recalls losing out on early business opportunities with biotech companies while running Seeker Health. Instead of viewing these losses as failures, she used them as opportunities to reassess her value proposition, refine her offerings, and better target the right customers.

This approach allowed Shpilberg to turn setbacks into stepping stones, ultimately leading her company to success. The lesson is that rejection is often redirection—pointing entrepreneurs to paths that are more aligned with their mission and long-term goals.

Good News, Bad News, Who Knows?

A central theme of Chapter 8 is the idea that what seems like bad news today may, in fact, be good news in the future. Shpilberg draws on the ancient Taoist parable of the farmer who experiences a series of seemingly good and bad events, only to realize that each one leads to the next in a way that is neither wholly good nor bad—just part of the journey.

Entrepreneurs are often quick to label events as either positive or negative, but Shpilberg encourages readers to adopt a longer-term perspective. What seems like a devastating rejection or failure in the moment may turn out to be a blessing in disguise, leading to unexpected opportunities down the road.

For instance, Shpilberg shares how an early rejection from a biotech client forced her to rethink her business model. While losing the deal felt like a significant setback, it pushed her to pivot and focus on an untapped niche in the market—ultimately making Seeker Health more successful than it would have been if she had landed that initial deal.

The takeaway here is that perspective matters. Entrepreneurs should resist the urge to immediately categorize events as good or bad. Instead, they should embrace setbacks as part of the natural flow of the entrepreneurial journey and trust that each event has a role to play in shaping the future.

How Closed Doors Can Lead to Innovation

One of the most powerful lessons from this chapter is that closed doors can spark innovation. When a business faces rejection or failure, it often forces the team to think creatively and come up with new solutions. This process of overcoming obstacles can lead to breakthroughs that would not have been possible without the initial setback.

Shpilberg notes that innovation often comes from constraints—whether they are financial, resource-based, or related to market access. When entrepreneurs are forced to find new ways to solve problems because their original approach didn’t work, they can discover unexpected innovations that improve their product or service.

In her own experience, Shpilberg faced numerous obstacles when launching Seeker Health. Financial constraints, regulatory hurdles, and initial customer skepticism all posed significant challenges. However, instead of being discouraged by these closed doors, Shpilberg used them as opportunities to pivot and innovate. For example, when early biotech clients expressed concerns about the platform’s functionality, she and her team made changes that not only solved the immediate problem but also improved the product in ways that attracted more clients later on.

The Power of Resilience

Resilience is a recurring theme throughout New Startup Mindset, and Chapter 8 is no exception. Shpilberg emphasizes that the ability to bounce back from rejection is what sets successful entrepreneurs apart from those who give up too soon. Building resilience means learning to embrace challenges, accept setbacks, and keep moving forward despite temporary failures.

Shpilberg shares that resilience is not just about enduring hardship but about finding strength in adversity. Every time an entrepreneur faces a setback, they have the opportunity to grow stronger, smarter, and more adaptable. Over time, these qualities become the foundation of a successful entrepreneurial mindset.

For Seeker Health, resilience played a key role in navigating the many obstacles that arose during its growth. Whether it was dealing with the complexities of clinical trials, navigating the highly regulated biotech industry, or responding to customer concerns, Shpilberg’s ability to bounce back from challenges and maintain a forward-focused mindset was crucial to her company’s success.

Practical Steps for Embracing Rejection and Setbacks

Shpilberg provides several practical steps for entrepreneurs to embrace rejection and turn setbacks into opportunities:

  1. Reframe Rejection: Instead of seeing rejection as a failure, reframe it as feedback. Ask yourself: What can I learn from this? How can this setback help me improve my product or approach?
  2. Adopt a Long-Term Perspective: Remember that what seems like bad news today may lead to good news tomorrow. Keep a broader perspective and trust that each event is part of the larger journey.
  3. Use Setbacks to Innovate: Constraints can spark creativity. When faced with a closed door, challenge yourself and your team to come up with new solutions and innovations that could turn the situation around.
  4. Build Resilience: Resilience is a skill that can be cultivated. Each time you bounce back from a setback, you build the mental and emotional strength needed to face future challenges.
  5. Trust the Journey: The entrepreneurial path is rarely linear, and setbacks are part of the process. Trust that each closed door is guiding you toward a better, more aligned opportunity.

Conclusion: Closed Doors Are Openings to New Paths

Chapter 8 of New Startup Mindset offers a powerful reminder that setbacks, rejections, and closed doors are not the end of the road for entrepreneurs. Instead, they are part of the natural ebb and flow of building a business. Shpilberg encourages entrepreneurs to see these moments as opportunities for learning, growth, and innovation, rather than as failures.

The key takeaway from this chapter is that every closed door is a redirection—an invitation to reconsider your approach, refine your strategy, and discover new opportunities. For entrepreneurs who are willing to embrace rejection and setbacks with resilience and curiosity, these challenges often become the foundation for future success.

In the words of Shpilberg, “Good news, bad news, who knows?” The entrepreneurial journey is full of surprises, and what may seem like a setback today can turn out to be the catalyst for a breakthrough tomorrow. By keeping an open mind and trusting the journey, entrepreneurs can navigate the ups and downs of building a business with confidence and optimism.


9. Your Best Effort Is Never Burnout

In Chapter 9 of New Startup Mindset, Sandra Shpilberg tackles one of the most pressing challenges faced by entrepreneurs: the fine line between giving your best effort and experiencing burnout. Titled “Your Best Effort Is Never Burnout,” this chapter focuses on the importance of balancing ambition with well-being, arguing that relentless hustle and overwork are not sustainable paths to success. Instead, Shpilberg advocates for a more thoughtful approach that values mental and physical health as essential components of long-term entrepreneurial success.

For entrepreneurs who often feel overwhelmed by the demands of running a startup, this chapter offers valuable insights on how to maintain energy, creativity, and drive without sacrificing personal health and well-being.

The Myth of the Hustle Culture

In the modern entrepreneurial world, hustle culture has become glorified. Entrepreneurs are often encouraged to work long hours, sacrifice sleep, and “grind” nonstop in pursuit of success. The belief is that burnout is a necessary part of achieving ambitious goals and that those who aren’t constantly hustling are not serious enough about their businesses.

Shpilberg firmly challenges this narrative. She argues that while hard work is important, pushing yourself to the point of burnout is not. Burnout, she explains, doesn’t just drain your energy and enthusiasm—it can lead to poor decision-making, decreased creativity, and ultimately, the collapse of the very business you are trying to build. True success comes from consistent, sustainable effort, not from burning the candle at both ends.

In her own journey with Seeker Health, Shpilberg admits that she, too, fell into the hustle mindset in the early days of building her company. She worked long hours, neglected self-care, and believed that working harder would inevitably lead to faster success. However, she soon realized that this approach was not sustainable. Her work suffered as her health deteriorated, and it became clear that giving her best effort required a more balanced approach.

Understanding Burnout: The Silent Threat

Burnout doesn’t happen overnight—it’s the result of chronic stress and overwork that builds up over time. Shpilberg defines burnout as a state of physical, emotional, and mental exhaustion caused by prolonged exposure to stressors. It often manifests in feelings of detachment from work, decreased performance, and a loss of personal fulfillment.

In Chapter 9, Shpilberg emphasizes that burnout is not just a personal issue but a business issue. When an entrepreneur experiences burnout, the business suffers. Creativity dwindles, productivity declines, and decision-making becomes clouded. This creates a ripple effect that can lead to poor business outcomes, strained relationships with employees and clients, and ultimately, stagnation or failure.

Shpilberg also highlights the early warning signs of burnout, which include:

  1. Chronic Fatigue: Feeling tired and drained even after a night’s sleep.
  2. Detachment: A sense of being disconnected from your work or feeling like you’re just “going through the motions.”
  3. Reduced Performance: A noticeable decline in your ability to focus, make decisions, and produce high-quality work.
  4. Emotional Exhaustion: Feelings of overwhelm, irritability, and a sense of hopelessness.
  5. Physical Symptoms: Headaches, muscle tension, or frequent illness as a result of stress.

Recognizing these symptoms early is crucial, as addressing them promptly can prevent full-blown burnout.

The Importance of Sustainable Effort

Shpilberg’s key message in Chapter 9 is that your best effort should never come at the cost of your well-being. Giving your best effort means bringing focus, energy, and passion to your work—but not to the point where it compromises your health. Sustainable success comes from consistently showing up, not from depleting your resources in a short burst of overwork.

She introduces the concept of sustainable effort, which means working hard while also setting limits that protect your mental, emotional, and physical health. This approach ensures that you can continue to operate at a high level over the long term, rather than burning out and losing momentum.

Shpilberg provides practical steps for cultivating sustainable effort:

  1. Set Boundaries: Entrepreneurs need to create boundaries between work and personal life. This includes setting clear work hours, turning off notifications after a certain time, and taking regular breaks throughout the day.
  2. Prioritize Self-Care: Taking care of your health—both mental and physical—is non-negotiable. This includes getting enough sleep, eating well, exercising, and taking time for activities that recharge you, such as spending time with loved ones or engaging in hobbies.
  3. Delegate and Outsource: Many entrepreneurs fall into the trap of trying to do everything themselves. Shpilberg stresses the importance of delegating tasks to others and outsourcing work that is not in your area of expertise. This frees up time and energy for the work that truly matters.
  4. Take Breaks and Rest: Regular rest is essential for maintaining creativity and productivity. Shpilberg encourages entrepreneurs to take vacations, mental health days, and short breaks throughout the day to recharge.
  5. Practice Mindfulness: Mindfulness practices such as meditation, deep breathing, or simply being present can help entrepreneurs manage stress and stay grounded, especially during busy or chaotic times.

Reframing Success: It’s a Marathon, Not a Sprint

One of the most powerful ideas in Chapter 9 is Shpilberg’s reframing of entrepreneurship as a marathon, not a sprint. Many entrepreneurs approach building a business as if they are in a race to the finish line, but this mindset can lead to burnout, poor decisions, and ultimately, failure. Instead, Shpilberg encourages entrepreneurs to pace themselves, recognizing that success is achieved through consistent, steady progress over time.

This long-term perspective helps entrepreneurs avoid the trap of overworking in the short term. By focusing on sustainability, entrepreneurs can create businesses that are built to last, rather than burning out before they reach their goals.

Shpilberg shares her own experience of transitioning from a sprinting mindset to a marathon mindset. Early in her entrepreneurial journey, she pushed herself to work long hours, believing that hard work alone would lead to rapid growth. However, as the demands of running Seeker Health increased, she realized that this pace was unsustainable. By adopting a more balanced approach—one that valued rest, delegation, and self-care—she was able to maintain her energy and creativity, leading to more thoughtful decision-making and ultimately, long-term success.

Redefining Productivity and Success

In this chapter, Shpilberg challenges the traditional definitions of productivity and success. Many entrepreneurs equate productivity with working long hours and success with achieving goals as quickly as possible. However, Shpilberg redefines productivity as the ability to get the right things done—not necessarily the most things.

She encourages entrepreneurs to focus on high-impact tasks that move the business forward rather than getting bogged down in busywork. This requires setting priorities and being strategic about how you spend your time. True productivity, according to Shpilberg, is about quality, not quantity.

Success, similarly, is not about constant hustle or immediate results. It’s about building a business that is sustainable, fulfilling, and aligned with your values. Entrepreneurs who prioritize well-being alongside business goals are more likely to achieve meaningful, lasting success.

Practical Strategies for Avoiding Burnout

Shpilberg offers several practical strategies for avoiding burnout and maintaining a healthy balance between work and life:

  1. Create a Daily Routine: Establishing a structured daily routine that includes time for work, rest, exercise, and leisure helps create balance and prevents overworking.
  2. Practice Gratitude: Shpilberg encourages entrepreneurs to reflect on their accomplishments, no matter how small, and practice gratitude. This helps maintain perspective and prevent feelings of overwhelm.
  3. Learn to Say No: Entrepreneurs often feel pressured to say yes to every opportunity. However, Shpilberg stresses the importance of learning to say no to tasks or commitments that don’t align with your priorities.
  4. Seek Support: Building a strong support system is essential for managing the emotional and physical toll of entrepreneurship. Whether it’s family, friends, mentors, or fellow entrepreneurs, having people to lean on can make a significant difference in preventing burnout.

Conclusion: Give Your Best Effort, Not Your Health

The key takeaway from Chapter 9 is that giving your best effort should never come at the cost of your well-being. Entrepreneurs often face intense pressure to work harder, sacrifice more, and push themselves to their limits, but Shpilberg argues that this approach is not sustainable. True success comes from maintaining a balance between ambition and self-care, and from recognizing that entrepreneurship is a long journey, not a race to the finish line.

By prioritizing sustainable effort, setting boundaries, and practicing self-care, entrepreneurs can build successful businesses without sacrificing their health and happiness. Shpilberg’s message is clear: your best effort is one that allows you to show up consistently and passionately, not one that leads to burnout. For entrepreneurs seeking to thrive in both their business and personal lives, this chapter offers a blueprint for achieving lasting success without burning out along the way.


10. Ask for the Really Good Stuff (and You Deserve It)

In Chapter 10 of New Startup Mindset, titled “Ask for the Really Good Stuff (and You Deserve It), Sandra Shpilberg emphasizes the importance of assertiveness in entrepreneurship. This chapter focuses on the necessity of advocating for oneself and one’s business, whether that means seeking financial support, negotiating partnerships, or simply asking for what you need. Shpilberg argues that developing the confidence to ask for what you truly want is crucial for building a successful startup and achieving personal fulfillment.

As entrepreneurs navigate the challenges of starting and growing a business, the ability to advocate for oneself can make a significant difference in outcomes. In this chapter, Shpilberg shares her insights and experiences on how to cultivate assertiveness and the impact it can have on entrepreneurial success.

The Importance of Asking

Shpilberg begins by addressing the common hesitation that many entrepreneurs feel when it comes to asking for what they want. This could range from seeking investment to negotiating contracts or even asking for help from peers. Many entrepreneurs struggle with feelings of unworthiness or fear of rejection, which can lead to missed opportunities and stagnation.

The key message of this chapter is simple: you must learn to ask for what you want. Shpilberg argues that if you don’t ask, you won’t receive. By being assertive and vocal about your needs and aspirations, you create opportunities for collaboration, growth, and support.

For example, Shpilberg recounts her own experience in seeking partnerships for Seeker Health. Initially, she hesitated to reach out to potential partners or investors, fearing rejection or feeling that she wasn’t “qualified” to make such requests. However, once she embraced the idea of assertiveness and began to ask for what she truly wanted, she opened doors to valuable partnerships and opportunities that propelled her business forward.

Understanding Assertiveness

Assertiveness is a communication style characterized by confidence and clarity. It involves expressing one’s thoughts, feelings, and needs openly while also respecting the thoughts and feelings of others. Shpilberg emphasizes that assertiveness is not the same as aggression; rather, it is about standing firm in your convictions and advocating for yourself without stepping on others.

In this chapter, Shpilberg outlines the key components of assertive communication:

  1. Clarity: Be clear about what you want. Whether it’s a specific outcome, a partnership, or funding, articulating your needs clearly will help others understand how they can assist you.
  2. Confidence: Approach your requests with confidence. Believe in the value you bring to the table and recognize that you deserve to ask for what you want.
  3. Respect: While you advocate for your needs, also respect the needs and boundaries of others. Assertive communication is about mutual respect and understanding.
  4. Non-verbal Cues: Pay attention to body language, eye contact, and tone of voice. These non-verbal cues can reinforce your assertive message and convey confidence.
  5. Listening: Being assertive also involves active listening. Understand the perspective of the person you are speaking to and be open to dialogue.

Overcoming Barriers to Assertiveness

Shpilberg acknowledges that many entrepreneurs struggle with assertiveness due to various barriers, including fear of rejection, feelings of inadequacy, and cultural conditioning. She emphasizes the importance of recognizing and overcoming these barriers to effectively advocate for oneself.

  1. Fear of Rejection: The fear of hearing “no” can be paralyzing. However, Shpilberg reminds readers that rejection is often not personal; it simply means that the timing may not be right or that the request doesn’t align with someone’s current priorities.
  2. Imposter Syndrome: Many entrepreneurs experience imposter syndrome, feeling as if they are not qualified to ask for what they want. Shpilberg encourages readers to recognize their achievements and expertise, reminding them that they have earned the right to ask for support and recognition.
  3. Cultural Conditioning: Social norms can influence how we perceive assertiveness. In some cultures, being assertive is viewed negatively. Shpilberg encourages readers to challenge these norms and embrace assertiveness as a necessary skill for success.

Strategies for Cultivating Assertiveness

To help entrepreneurs develop assertiveness, Shpilberg offers several practical strategies:

  1. Practice Speaking Up: Start small by expressing your opinions or desires in low-stakes situations. As you gain confidence, gradually work your way up to more significant requests.
  2. Role-Playing: Consider practicing assertive communication through role-playing exercises with a trusted friend or mentor. This can help you become more comfortable articulating your needs.
  3. Set Clear Goals: Identify specific areas where you want to be more assertive. Whether it’s negotiating a contract or seeking mentorship, having clear goals will help you focus your efforts.
  4. Use Positive Affirmations: Cultivate a positive mindset by using affirmations that reinforce your worth and capability. Remind yourself that you deserve to ask for what you want.
  5. Seek Feedback: After making a request, ask for feedback from the person you spoke to. Understanding their perspective can help you refine your approach and build confidence for future interactions.

The Rewards of Asking

Shpilberg emphasizes that the rewards of embracing assertiveness can be significant. When entrepreneurs learn to ask for what they want, they open themselves up to new opportunities and collaborations. This proactive approach can lead to:

  1. Stronger Partnerships: By clearly articulating your needs and goals, you can attract partners who share your vision and are eager to collaborate.
  2. Increased Support: Asking for help or resources often leads to increased support from peers, mentors, and even investors who appreciate your clarity and confidence.
  3. Enhanced Negotiation Outcomes: Assertiveness improves your ability to negotiate effectively. When you advocate for your needs, you are more likely to achieve favorable terms and outcomes.
  4. Greater Personal Fulfillment: Advocating for yourself can lead to a greater sense of empowerment and satisfaction, both personally and professionally. Knowing that you have the courage to ask for what you want fosters a sense of accomplishment.

Conclusion: You Deserve It

The key takeaway from Chapter 10 is that you deserve to ask for the really good stuff. As an entrepreneur, your voice matters, and advocating for yourself is essential for achieving your goals. Shpilberg’s message encourages entrepreneurs to develop assertiveness as a critical skill in their journey.

By learning to articulate your needs and desires clearly and confidently, you open doors to new opportunities and experiences that can elevate both your business and personal growth. The journey of entrepreneurship is often challenging, but embracing assertiveness can lead to empowerment, fulfillment, and the realization that you truly deserve the success you seek.

In the end, as Shpilberg so eloquently puts it, “Don’t be afraid to ask for the really good stuff. You deserve it.” This powerful message serves as a call to action for all entrepreneurs to advocate for themselves and pursue their aspirations with courage and conviction.


11. Case Study: From Corporate Employee to Entrepreneur

Tom had dedicated the past 15 years of his life to a mid-sized manufacturing company. He had started as a junior engineer and worked his way up to a managerial position. But when the company faced financial challenges, Tom found himself retrenched just a few years shy of retirement. As he processed the news, he felt a mix of shock and uncertainty. After all, he had devoted his career to this company, and now he was faced with the reality of starting over.

As the initial shock wore off, Tom began to see the situation as an opportunity. He had always dreamed of starting his own consultancy, leveraging his extensive industry knowledge and experience to help others. With a newfound sense of purpose, he decided to embark on this entrepreneurial journey. Along the way, he would discover valuable lessons that would shape his path.

Chapter 1: A Beginner’s Mindset

Embracing his new role as an entrepreneur, Tom adopted a beginner’s mindset. Although he had years of experience in his field, he recognized that he was starting from scratch in the world of consultancy. He approached every challenge with curiosity and openness, eager to learn about marketing, client acquisition, and running a business. By attending workshops and seeking advice from seasoned entrepreneurs, Tom began to understand that his previous experience did not guarantee success in this new venture; it merely provided a foundation.

Chapter 2: Single Deep Focus

Tom quickly realized that the entrepreneurial landscape was filled with distractions. To build his consultancy, he needed to concentrate on one specific area where he could provide the most value. He chose to focus on helping small manufacturers streamline their operations to improve efficiency and reduce costs. By applying the principle of single deep focus, Tom dedicated his time to developing a robust business plan, outlining his services, and identifying his target market. This clarity enabled him to move forward confidently, rather than getting lost in the noise of competing priorities.

Chapter 3: The Flow is Forward

As Tom began to reach out to potential clients, he encountered numerous rejections and setbacks. Some manufacturers were hesitant to invest in consultancy services, while others simply didn’t respond. Instead of feeling discouraged, Tom embraced the idea that the flow is forward. He understood that every “no” brought him closer to a “yes.” He started making small adjustments to his approach, refining his pitch based on the feedback he received and learning from each interaction. Gradually, he secured his first client, which fueled his motivation to keep pushing forward.

Chapter 4: Deep Pockets Are Never Deep Enough

Initially, Tom contemplated seeking venture capital to kickstart his consultancy. However, he remembered the lesson that deep pockets are never deep enough. Instead of pursuing external funding, he opted to bootstrap his business. By starting small and relying on personal savings, Tom focused on generating revenue through his first few clients. This approach not only allowed him to maintain control of his business but also reinforced the importance of building a sustainable model based on customer revenue from the outset.

Chapter 5: Full-On Transformation to Paying Customers

As Tom’s consultancy began to take shape, he recognized the significance of transforming leads into paying customers. He reached out to local manufacturers, offering free initial consultations to demonstrate the value of his services. During these consultations, he actively listened to their challenges and tailored his solutions to meet their specific needs. By providing genuine value, he successfully converted several leads into long-term clients, establishing a strong foundation for his consultancy.

Chapter 6: Talk to Your Competitors

While networking, Tom met another consultant who specialized in a similar niche. Instead of viewing this competitor as a threat, he chose to talk to his competitor. They exchanged insights about the market, discussed the challenges they faced, and even shared resources. This open dialogue not only helped Tom refine his offerings but also opened doors for potential collaboration on larger projects. He learned that building relationships, even with competitors, could create a supportive ecosystem that benefits everyone.

Chapter 7: At First, Hire Capable Blank Slates

As Tom’s consultancy began to grow, he realized he needed help to manage his increasing workload. Instead of hiring only seasoned professionals, he opted to hire capable blank slates—individuals who were eager to learn and align with his vision. He brought in a recent graduate who was passionate about manufacturing and willing to grow with the business. This approach fostered a culture of learning and adaptability within his consultancy, enabling the team to tackle challenges creatively.

Chapter 8: Closed Doors Show You the Way

Despite his initial successes, Tom faced setbacks, such as losing a major contract due to unexpected budget cuts from the client. At first, he felt defeated, but he soon reminded himself that closed doors show you the way. Instead of dwelling on the loss, Tom used it as an opportunity to reassess his target market and identify other potential clients. He pivoted his focus to smaller manufacturers who were more agile and receptive to consulting services, ultimately leading to new partnerships and growth.

Chapter 9: Your Best Effort Is Never Burnout

As his business flourished, Tom found himself working long hours, feeling the pressure to keep up with demand. He realized that his ambition was pushing him toward burnout. Remembering the lesson that your best effort should never come at the cost of your well-being, Tom prioritized self-care. He established a routine that included regular exercise, time for hobbies, and designated breaks throughout the workday. This balance allowed him to maintain his energy and creativity, resulting in improved productivity and decision-making.

Chapter 10: Ask for the Really Good Stuff (and You Deserve It)

With his consultancy thriving, Tom felt a surge of confidence. He recognized the power of assertiveness in his journey. When negotiating contracts with clients or discussing potential partnerships, he learned to ask for what he truly wanted—better terms, additional resources, or increased project scope. Tom understood that advocating for himself and his business was essential for success. This assertiveness led to more favorable outcomes and stronger relationships with his clients.

Conclusion: The Transformation of Tom

Tom’s journey from a retrenched employee to a successful entrepreneur was not without its challenges, but each lesson he learned along the way shaped his path. By adopting a beginner’s mindset, maintaining single deep focus, and embracing the concept that the flow is forward, he built a thriving consultancy that aligned with his values and expertise.

Through his experiences, Tom realized the importance of self-advocacy and the power of relationships in entrepreneurship. By hiring capable blank slates and collaborating with competitors, he created a supportive environment for growth. Most importantly, he learned that balance is key to sustaining success, and by prioritizing his well-being, he could achieve his goals without sacrificing his health or happiness.

In the end, Tom not only built a successful consultancy but also cultivated a fulfilling life that allowed him to continue making a difference in the industry he loved. His story serves as a powerful reminder that the journey of entrepreneurship is filled with opportunities for growth, learning, and transformation, and that each lesson learned along the way contributes to lasting success.


12. Supporting and Divergent views

Similar Books

The Lean Startup by Eric Ries

  • Overview: This book focuses on a scientific approach to creating and managing successful startups. It emphasizes validated learning, rapid experimentation, and pivoting based on feedback.
  • Comparison: Like New Startup Mindset, it encourages a mindset of flexibility and adaptation, but it is more structured around the build-measure-learn loop. Shpilberg’s work is more personal and reflective, emphasizing the psychological aspects of entrepreneurship and self-advocacy.

Start with Why by Simon Sinek

  • Overview: Sinek explores the concept of finding your “why” as the core motivation behind your business. He argues that great leaders inspire action by articulating a clear purpose.
  • Comparison: Both books stress the importance of understanding your mission and purpose. However, New Startup Mindset dives deeper into practical applications and personal stories, while Sinek’s focus is more on the inspirational and philosophical aspects of leadership.

Dare to Lead by Brené Brown

  • Overview: Brown focuses on the importance of vulnerability, courage, and empathy in leadership. She advocates for creating a culture of trust and open communication within organizations.
  • Comparison: Shpilberg’s work aligns with Brown’s emphasis on vulnerability and self-awareness in leadership. However, New Startup Mindset specifically targets the entrepreneurial journey and the unique challenges entrepreneurs face, providing a more niche focus.

Grit: The Power of Passion and Perseverance by Angela Duckworth

  • Overview: Duckworth discusses the importance of grit as a predictor of success, arguing that passion and perseverance are more important than talent.
  • Comparison: Both works emphasize resilience and determination. However, New Startup Mindset is more action-oriented, providing specific strategies and reflections for entrepreneurs, whereas Duckworth’s work is based on research and anecdotal evidence.

The Hard Thing About Hard Things by Ben Horowitz

  • Overview: Horowitz shares his experiences as a tech entrepreneur and provides candid advice on building and running a startup, addressing the challenges that come with leadership.
  • Comparison: Horowitz’s book focuses more on the tactical and operational aspects of running a business, whereas Shpilberg’s approach combines personal growth and mindset shifts with practical advice, blending the emotional and the practical.

What Sets New Startup Mindset Apart

  • Personal Journey and Reflections: Shpilberg incorporates her own experiences and reflections throughout the book, creating a relatable narrative that encourages readers to reflect on their journeys as entrepreneurs. Her vulnerability in sharing setbacks and triumphs adds depth to her insights.
  • Focus on Mindset: The book emphasizes the importance of cultivating the right mindset for entrepreneurship, particularly aspects like assertiveness, adaptability, and resilience. While many similar works touch on mindset, Shpilberg places a stronger emphasis on personal well-being and maintaining a sustainable approach to growth.
  • Actionable Strategies: Each chapter provides practical advice and actionable strategies that readers can implement in their own entrepreneurial journeys. This hands-on approach makes it accessible for both new and experienced entrepreneurs.
  • Emphasis on Relationships: Shpilberg highlights the significance of building relationships with customers, competitors, and partners as a cornerstone of success. Her focus on collaboration and communication distinguishes her work from others that may emphasize competition.

Contradicting Works and Divergent Views

The 4-Hour Workweek by Timothy Ferriss

  • Contradiction: Ferriss advocates for outsourcing, automating, and minimizing work to achieve a lifestyle of freedom, which contrasts with the hustle culture often praised in startup environments. Shpilberg, while emphasizing balance, still values the hard work and effort necessary for entrepreneurship.

Crushing It! by Gary Vaynerchuk

  • Contradiction: Vaynerchuk promotes the idea of hustling and relentless effort to achieve success, which may contradict Shpilberg’s message that your best effort should never come at the cost of burnout. While both authors advocate for hard work, Shpilberg emphasizes sustainability over relentless hustle.

Think and Grow Rich by Napoleon Hill

  • Contradiction: Hill’s work emphasizes a formulaic approach to success through positive thinking and visualization, which can sometimes overlook the importance of practical steps and self-care emphasized in New Startup Mindset. Shpilberg focuses more on actionable steps and the real-world challenges entrepreneurs face.

Conclusion

New Startup Mindset stands out in the landscape of entrepreneurship literature by combining personal storytelling, actionable strategies, and a strong emphasis on mindset and well-being. It provides a holistic approach to building a startup that values relationships and self-advocacy. While other works in the field offer valuable insights and strategies, Shpilberg’s unique perspective on the emotional and psychological aspects of entrepreneurship makes her book a compelling read for aspiring and seasoned entrepreneurs alike.

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