I've built businesses, watched others build them, and seen what often breaks founders versus what they worry about in their business plans.

Most startup advice exists in a strange gap between what sounds good during a pitch and what actually happens when you're three months from running out of money. That gap is where founders lose their minds. It’s happened to me and I want to make sure it doesn’t happen to you.

FTU exists because I got tired of watching capable people ruin themselves chasing metrics that don't matter, or worse.

I work with founders who want to build something that works without pretending they're building SpaceX. People who'd rather make good decisions for themselves and the long term, than try and impress others.