Starting a Startup

Build Something People Want

By: James Sinclair

Narrated by: James Sinclair

90% of startups fail because founders build products nobody wants.

Not you. If you are actually considering learning what it takes to win instead of falling for the "if we build it they will come" myth, you are already ahead of the game. Startup success boils down to one truth. Fastest team to learn, wins. Not the smartest, not the cleverest, not the richest. Just the team that learns, iterates, and executes faster than everyone else. Starting a Startup isn’t a feel-good startup manifesto; it’s a battle-tested framework built for founders who want results (and are willing to do the hard work).

With two decades of experience founding successful startups with multi-million dollar exits and mentoring hundreds of entrepreneurs, James Sinclair has developed a methodical, practical, step-by-step guide to winning in the real world.

No theory. No fluff. No excuses.

Before you write a single line of code, hire an engineer, or spend a dollar on development, you'll learn how to validate your idea, deeply understand your market, and build something people actually want and will pay for. Because distribution beats product every time, and customer trust isn't given—it's earned, one strategic step at a time.

This is your guide that takes you from zero to paying customers without wasting time, money, or sanity. Real, actionable insights to avoid the costly mistakes that sink most first-time founders.

Startups aren't about ideas. They're about execution. This book will show you how to execute like your future depends on it. Because it does.

©2025 James Sinclair (P)2025 James Sinclair

Fall in Love with the Problem. I loved this book.

I finished my first listen yesterday — and wow. So good, I already know I’ll be going back for a second round.

I’m not a first-time founder, but honestly, that doesn’t matter. James’s advice is spot on at every level. He’s the kind of voice you want on your shoulder — sharp, practical, and uncomfortably honest in all the right ways.

His delivery has that unmistakable British edge — think Sir Ken Robinson with a few well-placed expletives and a lot of hard-won wisdom. As a fellow Brit: we approve.

A few gems that stuck with me:

“Fall in love with the problem, not the solution.”

“Sell the problem.”

“Know the problem better than your customer.”

It sounds simple, but the truth is most founders spend too much time building and not enough time digging into the problem. James flips that. Do the deep work first, and when you finally build, you’ll mess up a lot less.

And then there’s the timeless reminder: eat your own dogfood. Use your own product. Live it. Breathe it. That alone could save countless startups from self-destruction.

I only discovered James a month ago, joined his email list, preordered this book, and started listening the day it dropped. I don’t write many reviews — but this one felt special. This book is exactly the voice you need to steer clear of the easy, familiar trap of “build it and they will come.”

Already recommended it to friends. Highly recommended for anyone serious about starting — or restarting — the right way.

(And fun fact: published with Page Two. A smart move that makes perfect sense in hindsight.)