Step Zero Before the Hustle

Launching a business is less about a great idea but more about the capacity to execute that idea.
This book is made to help aspiring entrepreneurs prepare the mindset and skills to launch and sustain a viable business that they enjoy.

Forget 'unicorns' - this book is about the REAL foundation of lasting wealth: YOU. Most business books obsess over the 'big idea'. This one gets it: ideas are cheap, execution is everything.

The book tackles the tough questions:
- How do you build a mindset that learns relentlessly, not just regurgitates knowledge?
- How do you truly know yourself - strengths, weaknesses, and all - to build a team that complements you?
- How do you turn failure into fuel, not let it burn you out?
- How do you master focus in an age of distraction, turning motivation into consistent action?
- How do you build genuine relationships, not just transactional networks?
- How do you influence without manipulation, say 'no' without guilt, and craft a story that resonates?

If you're tired of surface-level 'hustle', this book is a deep dive into the inner game of entrepreneurship. It's not about getting rich quick; it's about building a life of meaning and impact.

The book is written by Ivan Palomino [behavioral designer] and Dr. Haruka Marufuji [leadership researcher] with contributions from founders and subject matter experts: Zuleka Kaysan, Jorge Castellote, Dr. Alec Corthay, Michel Heitzmann, Egils Boitmanis, Alei Hassanein, Agni Skafidas, Joshua Berry, Mykola Takzey and Treesha Swami.