In 2012 the world was slowly recovering from the Great Recession while Facebook and other social media platforms disrupted global life and business ushering in a new era of startup optimism. From his desk at a consulting firm in Stockholm Sweden Arnaud Henneville-Wedholm watched in disbelief wondering How could such a waste of time become so popular?Bursting with ideas of how to break out of business monotony Henneville-Wedholm and his coworker were ready to start something of their own. Soon a lightbulb went off: what if they created a social platform that challenged people to get off the couch and live better lives? And better yet what if it took down Facebook? There was only one problem: neither of them knew the first thing about running a tech company.In How Hard Can It Be Henneville-Wedholm traces in a uniquely eclectic and cosmopolitan voice the youthful enthusiasm that propelled the promising rise of his startup-along with its equally calamitous downfall. Along the way he teaches readers startup lessons by example such as: How to pitch startup incubators like Sting Europes version of Y-CombinatorHow uninformed optimism can still lead to real organic growthWhat to do when your business isnt as scalable as you thoughtThe brand-building power of guerrilla marketingHow to pivot (and then pivot again and again) when user growth stalls For optimists and idealists everywhere How Hard Can It Be is a jet-setting parable of the European startup scene that takes on the most elusive business topic of them all: failure. Puncturing the hollow platitudes of how-to guides Henneville-Wedholm instead offers his real-world experience of trying to go from zero to one. As a result of his efforts How Hard Can It Be teaches entrepreneurs that failure need not be feared. In the right light it can be a blessing in disguise-and it can even be fun.
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