Joe the Goldfish:
A Book for Entrepreneurs Wanting to Build a Successful Business That Stands the Test of Time

You're capable. You have skills, experience, and a combination of strengths that should make you stand out. And yet, in the market, you blend in — just like an average Joe.

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Meet Joe the Goldfish: healthy, hardworking, genuinely good at what he does — and completely indistinguishable from every other fish in the tank. Joe isn't failing for lack of talent. He's failing because he followed the advice everyone follows: specialise, narrow down, blend in.

That advice was never written for someone building their own thing.

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This book is for people who want a business that doesn't just get noticed, but lasts — distinctive enough to be chosen, and built solidly enough to endure. Drawing on real research and real cases, it takes apart the conventional wisdom that keeps capable people stuck, and replaces it with something better: a way to build a resilient business that is unmistakably, unapologetically yours.

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Available now on Amazon.

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