to Start Up or Not Up?

In a world of viral pitch decks and success stories, starting a business can seem easier than it really is. With every headline promising overnight unicorns, it’s tempting to believe all you need is a great idea and passion. But anyone who’s been through it knows: building a sustainable business requires much more than enthusiasm – it demands clarity, readiness, and strategic self-awareness. This vital book helps you slow down before you speed up. Written by a seasoned entrepreneur and executive who has worked with Fortune 500 companies, startups and leadership teams in more than 30 countries, this book distils two decades of experience into a practical and deeply reflective decision-making guide. At the heart of the book are 21 essential questions that every aspiring founder and entrepreneur must reflect on and answer honestly, organized in seven categories: mindset, opportunity, strategy, money, team, scaling, and context. They are the same questions asked in boardrooms, investor meetings, co-founder negotiations…and sleepless nights.