Founders' Reading Club: Session 2

​The biggest startup killer isn't competition. It's indifference.

​This reading club exists for one reason: to study the thing most founders never study — human behavior. Not growth hacks, not frameworks. The actual psychology of why people say yes, why they trust, why they choose one thing over another.

​Book 2: The Terrifying Art of Finding Customers by Collin Stewart

​A book about the reality of customer acquisition — not the polished LinkedIn version, but what actually works when you're exhausted, underfunded, and staring at zero revenue. It cuts through the noise about "product-market fit" and "viral loops" to show what founders who've actually built revenue do differently. It's not a how-to manual. It's a mirror, and sometimes the truth is uncomfortable.

​Where to get the book:

• ​Available on Amazon (paperback, hardcover, Kindle) — https://www.amazon.com/Collin-Stewart/e/B0FHYJB531/

• ​Check your public library through Libby/OverDrive if you prefer

• ​Around 200+ pages — doable in a week if you make it a priority

​What to expect:

• ​A focused, founder-only discussion — not a book report, we go straight to application

• ​No pitches, no demos, no membership upsells

• ​Limited to 15 founders, kept intentionally small so everyone can actually talk

• ​One book a month, one virtual session a month going forward

​General guidelines:

• ​Read the book before the session — this isn't a space to "catch up live"

• ​Come with one real situation from your own founder journey where the book's ideas apply — a customer conversation that went wrong, a strategy that worked, a moment where you realized what the book describes

• ​Camera on, genuinely present — this works because people show up for real

• ​Confidentiality — what's shared by other founders in the room stays in the room

• ​This is a space for founders specifically; investors, vendors, and service providers aren't the fit here

​Before the session: Read the book. Bring a real example. Show up ready to talk, not perform. Looking forward to seeing all of you.

​Mark your calendar: August 24th, 7:00 AM PDT