Most Startup Books Are For Founders.
This One Is For Everyone Else.
Enter Startup™ is the complete system for getting hired, shipping fast, and thriving when everything's on fire. The human skills AI can't replace. Backed by neuroscience, not guesswork.
Coming early 2026.
Be first in line.
You'll also get the 'Startup Survival Primer: 7 rules nobody teaches you' straight away
No spam here. Unsubscribe at any time.
The human playbook. For an AI world.
More than a decade of lessons. 248 pages:
✓ Fired on Fri hired on Thurs (incl. 20% raise)
✓ "Side door" method skipping 500 applicants
✓ 3-week window to matter (or disappear)
✓ 48-hour fix that makes you unforgettable
✓ Why shipping at 80% beats perfecting at 100%
✓ A network that catches you when you fall
✓ When to leave: at your peak, not your panic
✓ The equity lottery (it's not a retirement plan)
Backed by neuroscience and 100 research citations. Not just what to do, but why it works.
ARC.
The system behind your human edge
After over 15 years in startups, watching people thrive and burn out, a pattern emerged. The people who become essential aren't doing one thing right. They're doing three things right. Together.
Attitude.
Your response to chaos
The oldest part of your brain craves safety, predictability, routine. Startups offer the opposite. Research shows your brain treats uncertainty like physical pain. Most people let their ancient wiring win. The survivors override it.
Relationships.
Trust at startup speed
Belonging is a fundamental human need. In startups, you have weeks to build what corporations create over years. The people who become indispensable aren't always the most talented. They're radically responsive. They help before being asked.
Competence.
Execution that doesn't destroy you
Being good at your job isn't enough. You need to be good at your job, while everything changes underneath you, without burning out. Chronic stress literally impairs the part of your brain that makes decisions. Competence without sustainability is just delayed failure.
Why ARC Works
It's based 15+ years of pattern recognition. 100 research citations including neuroscience and behavioural science. ARC works because it's built on how your brain actually operates in chaos, not how you wish it did.
Tools change. ARC doesn't.
The six benefits of understanding the science of startups
You stop blaming yourself
It's not weakness, it's your wiring. That panic you feel during a pivot isn't a character flaw, it's your brain doing what it evolved to do. Knowing this changes how you respond.
You learn to train your brain
If it's just "who you are," you're stuck. If it's wiring, you can change it. Optimism is trainable. Stress response is reframable. Trust-building is a skill.
You see the game others don't
While everyone else is reacting emotionally, you understand what's actually happening. You work with your brain instead of against it.
You make better decisions under pressure
When you know stress impairs your prefrontal cortex, you build practices to protect it. You don't just push harder, you work smarter.
You build trust faster
When you understand belonging as a fundamental need, you stop leaving connection to chance. You become intentional about it.
You can reduce the risk of burnout
Competence without sustainability is delayed failure. The science shows you how to sustain over the long run.
Whether you're trying to get in the door or already in the chaos
Trying to get in?
You're applying to startups and getting nowhere. Your CV disappears into the void. You're wondering how AI can help. There's a side door, but nobody showed you where it is.
Already in the chaos?
You're working hard, shipping, and somehow still invisible. Not sure if you're building something that lasts or just burning out slowly.
Been through it before?
You've been in a startup that didn't work out. Smart, capable, but starting to wonder if you're cut out for this.
Sound familiar?
This book is for you.
Written for people who'd rather fail at something interesting than succeed at something boring.
Coming early 2026.
Be first in line.
You'll also get the 'Startup Survival Primer: 7 rules nobody teaches you' straight away
No spam here. Unsubscribe at any time.
What people are saying
"Not a book… a f*cking startup survival manual"
Dr. Gabor Soter
AI Expert, United Kingdom
"Startup cheatcodes FTW! Thank you!"
Rui Silvestre
Startup CTO
"Finally, someone tells the truth about startup life. Greg’s been in the trenches and it shows."
Dan Newman
Creative Director, New Zealand
I found the rules nobody teaches. The hard way.
15+ years in startups. £125M+ in exits. Products used by millions (Apple App of the Day, Product Hunt #1). Hundreds hired. Fired twice.
That second firing? The week before Christmas. The day after I'd stayed up 48 hours to nail a board presentation. The company imploded shortly after.
Watching it happen, I saw two people respond to the same disaster completely differently. One brilliant designer looked shattered. One developer, the person who grabbed lunch orders, stayed late to help, fixed things without being asked, started their own company. It's growing rapidly.
Same moment. Different outcomes. That's when the patterns finally clicked. I then painstakingly validated them with 100 research citations. Now it's yours.
