The title is compelling and so is the context. Had the author endeavoured into the VUCA conerxt and foresightendess, possibly its sequel it would have been a greater work. If we see startups they are a a product of the entrepreneur, the individual, the process which is entrepreneurship and finally fomring or leading to form an enterprise. Causalities of failures start at the individual level, the is behavioural context, then into the process and finally at the firm level. This can be explored. Neverthess i enjoyed reading this in my garden ealry morning today with some ideas creeping into