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Everyone thought Eric Ryan and Adam Lowry were crazy to start Method, a new cleaning products company. The category had long been dominated by P&G, Unilever, and Colgate-Palmolive. Those giants had so much clout with the retail chains that their soaps had barely needed updating for decades. But by taking advantage of its underdog position, Method carved out a very profitable niche: environmentally sound products in stylish, innovative packaging.

Here’s the deal. I prefer to be the fun friend. And writing about hard stuff is not so fun. So, basically, this is the book I didn’t want to write. But before I can encourage you to be brave, to push through failure, and courageously chase your dreams, I feel like you deserve to know my “why”.