About Aaron
Accidental business owner. Not a guru. Doesn’t want to be one.
Aaron is not here to pull a revolutionary new business theory out of his arse. There are thousands of books written by people far cleverer than him explaining how to become an exceptional entrepreneur. This isn’t one of them.
He wrote How to Stop Being Shit at Business for the person who was good at something, went self-employed, and then found themselves responsible for a load of things they don’t remember signing up for: sales, marketing, finance, pricing, people, systems, and their own sanity.
Everything in the book comes from watching the same mistakes get made, in the same order, by owners who are talented, hard-working and still broke, exhausted or both. The language is deliberately rude. The advice is deliberately simple.
Complaints, disagreements and strongly worded feedback can be directed to the usual address. They’ll get the attention they deserve.
The author’s rules
- Don’t overthink it. Your first instinct is probably right.
- Score what you actually do, not what you know.
- Don’t bullshit yourself. Nobody else needs to see it.
Nobody can want your business to work more than you do. Nobody is coming to save you. That’s the attitude you’ll need.