Soul Venture: A True Life and Death Journey Into the Startup Culture

by Ashwin Gulati

“A brilliant insider's view....a must-read for anyone who's founding a company or chasing the American Dream.”
–Valerie Andrews, Founding Editor, Reinventing Home magazine

Soul Venture isn't your typical business book—it's a wake-up call. In this gripping exploration, Ashwin Gulati dismantles the myths, ambitions, and raw realities that drive an entrepreneurial culture where 97% of start-ups are destined to fail. When Jensen Huang, co-founder of the $2 trillion tech giant Nvidia, admits he wouldn’t go through it again, it makes you wonder: Why would you?

So why do entrepreneurs keep lining up? Why do venture capitalists continue to encourage them? What exactly isn’t working?

Soul Venture turns the conventional wisdom upside down: It’s not just about business—it’s about you.

Through captivating interviews, revealing case studies, and his own deeply personal journey, Gulati dives into the trenches to reveal the unspoken truths behind nearly every start-up failure and the rare success. He doesn’t shy away from discussing the personal tolls that entrepreneurship takes—on relationships, lifestyles, even marriages and sex lives.

As a seasoned entrepreneur, executive, and start-up consultant, Gulati delivers the no-nonsense advice other business books avoid. Soul Venture provides unconventional strategies for those who dare to dream they’ll be the ones to defy the odds.

Between the bottom lines and business plans, Soul Venture challenges you to ask:

- What drives your relentless pursuit of success?
- What should you do when things go sideways?
- Do you need a management consultant right now, or a shaman?
- Are you succumbing to Shark Tank Syndrome?
- When does passion become the problem?
- Are you built for what happens next?

Whether you read it as a memoir or a guidebook, Soul Venture will inspire you to consider a deeper, more authentic definition of success.


Ashwin Gulati brings a unique insider’s view of the entrepreneurial journey. From a twenty-something immigrant launching his first international venture, to a seasoned executive brought in to help start-up companies take-off or land, Gulati has piloted the often-complex transitional moments for more than 100 companies in a variety of industries. After nearly three decades in the trenches, he has identified the hidden pitfalls, unspoken truths, and personal twists that ultimately determine a venture’s success or failure.

In addition to these insights, Ashwin also shares the lessons from his own journey, arriving in the San Francisco Bay Area from India as a 13-year-old, pursuing his competitive fire as both a tennis player and entrepreneur, and asking the difficult questions about work/life balance and personal success.

199 pages, Kindle Edition

Published January 13, 2025

About the author

Ashwin Gulati provides a unique insider's view of the entrepreneurial journey. From launching international ventures, to a seasoned executive brought in to help companies take off or land, Gulati has helped pilot the often complex transitional moments for more than 100 companies in a variety of industries. Ashwin has worked in UK, Spain, France and the U.S. After nearly three decades in the trenches, he has identified the hidden pitfalls, unspoken truths, and personal twists that ultimately determine a venture’s success or failure.

In addition to these insights, Ashwin also shares lessons from his own journey, from arriving in the U.S. from India at age 13, to pursuing his interwoven passion for tennis and business, and asking the difficult questions about work/life balance and personal success. He holds a BA in Economics and Mathematics from Claremont McKenna College, including studies at King's College in England and the London School of Economics.

Reviews

[Marcos Gulati · Rating 5 out of 5]

My dad wrote a book

[Ken Farber · Rating 5 out of 5]

A common critique I have of business books is that many would have made better articles. Now on my second read through Soul Venture, I am uncovering even more insights - business and personal - which I am already sharing with clients and colleagues.
As an Executive Coach who has worked with many executives over the years, I was sincerely struck by the authors recommendations for the true structure of what a success team at the outset of any venture. Too often, organizations—both startups and established companies—wait until challenges become roadblocks before bringing in the right resources. Mr. Gulati is obviously a seasoned leader, speaking with a level of authenticity, vulnerability, and expertise that sets a benchmark for all executives.
I would recommend Soul Venture as the #1 must read prior to initiating any new venture based on the self-assessment it invites, and the practical knowledge Mr. Gulati imparts.

[Michael Rice]

Bravo to Ashwin Gulati for digging deep and providing an honest personal perspective of the toll it takes to start an enterprise, raise capital and go against the odds. It is a must read for the entrepreneur early in their journey of going all in, bringing in friends and family and raising capital. I have had a front row seat these past 30 years providing capital to small business owners realizing their dream. Many have been first or second generation American's with a dream and who have incredible drive who are willing to sacrifice so much to achieve. Few talk about the impacts on one's one life and few give such great advice on how a better balance may be achieved. Many of my most successful entrepreneurs could have greatly benefitted from reading this journey, along with those that risked everything and failed on their first or second attempt.

[Ellen Walters · Rating 5 out of 5]

This is unlike any business book I've ever read, and yet unlike any memoir I've ever read. Gulati masterfully weaves a myriad of universal truths into a deeply personal telling of his journey through the world of entrepreneurship. The wisdom in this book stuck with me and integrated within my psyche long after I finished reading it, and it still sticks with me today. Gulati's advice to his readers is hard-won by personal experience, and his holistic approach to business and life makes this for a much more useful read than the business books that just focus on financial success, marketing, etc. I would recommend to anyone who thinks deeply and is willing to reflect on what is really driving them in their work and relationships. I hope Gulati writes more books, perhaps about relationships or fitness, because his originality is so refreshing.

[Karla Boisvert · Rating 5 out of 5]

Not at all what I expected. Ashwin takes us along his incredible journey from a young boy in India to Silicon Valley. All the ups and downs associated with start up culture and how it affected him personally, his voice so honest and heartbreaking. Ashwin shares how his mental health was affected and the steps he took towards healing and his new perspective on what it means to have a successful life vs. just chasing success. This book is a MUST read as a reminder to what is important in life -- connection and the lessons we learn from others, finding joy through purpose and how exposing our truths, however painful, can make us whole again. Highly recommend!

[Ali Giti · Rating 5 out of 5]

I enjoyed reading this book. This book gave me a glimpse into the startup journey and offered me a compelling insight into the highs and lows of building a business from the ground up. The author didn’t shy away from sharing the failures and uncertainties that often accompany the startup path, offering valuable lessons on resilience and adaptability. The book serves as a motivational tool and a practical guide with strategies and wisdom to help navigate the world of startups.

[Dana Pepp · Rating 5 out of 5]

A Must Read!

Soul Venture is an honest, insightful portrayal of the author’s personal and entrepreneurial journeys. This book goes WAY beyond advice about start-ups and explores his inner life, personal and professional relationships and what really drives many founders to risk it all. It is a brilliant and thought-provoking reminder about self-care, success and the teams that make it happen. A must read!