As a law student, it was not uncommon for the big legal topics to work your way through the literature of more than 1000 pages, combined with the jurisprudence of equal effort. However, to aid understanding, often people out of the law practice in partnership with academia would offer a 50-page topline summary – a practitioner’s guide — so you could understand the concept and legal relevance in everyday practical life before you went into the details of the academic literature. These little books saved my academic career, yet were also highly valued by the (junior) talent within law practices and big companies for reference purposes. Then, when I started my career in business, I was desperately looking for the equivalent in the business world, yet to my surprise, I realized these manageable practitioner guides did not exist! My only option was to go through 400+ page business books by topic, which I did not have the time nor stamina to do. For me, it would have been amazing if there had been short reads with examples and inspiration: “snackable” content on specific, frequently encountered challenges and topics in daily business life. With this first book, we aim to demystify the Start-up challenge