series of books/services by Michael Gerber
the myth: that most Small Co/Start Up-s are created by an Entrepren Eur risking capital to make a profit
the reality: it's usually someone (their Technician Person A) just wanting to stop working for a boss
mental model: 3 Person A-s: Technician, Manager, Entrepren Eur
they end up with a worse boss: their business - "If your business depends on you, then you don't own a business - you have a job."
this illusion leads to the outcome of 80% of Small Co-s failing
don't work in your business, work on your business
So: treat Small Co as Fran Chise model to avoid Burn Out: apply Systems Thinking to its design.