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90% of startups fail. Let’s build in the 10%.

Unfounded is the no-filter survival guide for founders who are broke, brilliant, and sometimes broken. Download your FREE 26 page pdf of founder wisdom for a complete starters guide.

do you have the b*lls for this? no hopium, find out if you are ready for the founders journey.

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What people are saying

  • "The advice is brutal but true. No sugarcoating—just the stuff that actually makes you move forward."

    Jared K., Side Hustler

  • "Finally, someone telling it like it is. Hard-hitting, honest, and weirdly comforting at the same time."

    Damon F., Startup Owner

  • "It’s like a slap and a hug at the same time. Brutal clarity with a little heart. I actually finished my first MVP."

    Ross, side hustler/founder

  • "I came for the advice, stayed for the insults. Weirdly motivating."

    Andrew D, business owner

  • "Finally, a guide that treats me like an adult, not a business baby. Brutal, honest, awesome."

    Keith C, founding curious

  • "I thought I was failing… turns out I was just overthinking. Thanks for the reality check."

    Cyril D, side hustler

What Is Unfounded?

Unfounded is not another “10X your life” scam. It’s 208 video lessons, a book that doesn’t sugar coat, and a community that gives a damn. Unfounded isn’t here to sell you hustle porn or a rented Ferrari dream. It’s the brutal survival guide for founders who are broke, brilliant, and sometimes broken. No fluff. No filters. Just the raw truth and the tools to actually build something real.

It is the lessons we have learnt as founders that you don’t have to learn the hard way. It is a roadmap to get you, and your idea in the best shape possible to start your journey. Starting with a no-BS book you can buy now and our Skool community launching soon the unfounded is our way of helping founders at all stages get the grit, the drive, and the map for where the potholes are on this journey.

Fair warning: we are not here to spare your feelings, we are here to get you in fighting shape.

An open book titled "The Unfounded" with a skull icon and yellow highlights, placed on a textured background, with promotional text about the book's availability.

Unfounded: Broke. Brilliant. Broken.

Paperback: 148 pages
Published: August 2025

This is not a feel-good business book. This is a survival guide for founders who know business will take their sleep, money, and sanity — but still choose to build.

Written by Stuart Lunn and published by Books.By, Unfounded blends brutal honesty with practical advice. It strips away illusions, kills the start up p*rn, and gives you the truths that actually keep you in the game.

Inside the Book

  • 💥 12 raw chapters of founder survival.

  • 💀 Hard truths about failure, health, and grit.

  • 🔑 Practical frameworks you can apply today.

  • 🚀 Real stories from the trenches.

Order the book now and get a head start on your start up journey.

order now
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