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Entrepreneurship seems like a thrilling, lucrative adventure—until things go horribly wrong. As crisis after crisis hits, even the most seasoned founder can get disoriented. Whether you're in the throes of business woes or just getting into the game, E. Keller Fitzsimmons has written a field guide outlining the terrain to help you avoid getting Lost in Startuplandia.

Keller has been there, done that, starting six businesses over twenty years. In this honest, personal guide, she draws on her trials and triumphs, as well as those of fellow entrepreneurs, to share their most valuable lessons for surviving start-up failure. From staying self-aware to redefining success to prioritizing relationships, Keller illuminates the pitfalls that can make or break even the most resilient entrepreneur.

Startuplandia can be as exhilarating and rewarding as you dreamed—as long as you're ready to navigate the inevitable crevasses and quicksand along the way.


"Whether you're the CEO of a multibillion dollar company or a startup founder, this book will make you stop, reflect, and then act more purposefully. Lost in Startuplandia is the go-to resource we all wished we had at the start of this tumultuous journey."

--Jeff Joerres, retired chairman and CEO, ManpowerGroup

"Kelly knows the pain of entrepreneurship all too well. Her willingness to share about the shadow side of startups offers much-needed clarity, assurance, and companionship."

--Julie Wainwright, founder and CEO, The RealReal

"Failure is something every entrepreneur faces. It can either decimate you or be the key to your long-term success. In this insightful book, Kelly shares personal stories on how she and other founders--myself included--have traversed this difficult terrain."

--Chip Conley, New York Times best-selling author and hospitality entrepreneur

"Keller Fitzsimmons has navigated some of the toughest startup terrain sharing her wins and painful failures. In this deeply personal resource, you'll find a trustworthy and refreshingly witty guide."

--Don Layden, operating partner, Baird Venture Capital

"In entrepreneurship, failure is our constant companion--whether we wish to admit it or not. Too few of us talk about this harsh reality and the toll that it takes. Here you will find a new way to look at failure as experience and come to appreciate it as your faithful, honest guide to true success."

--Kay Koplovitz, founder and former CEO, USA Network, and cofounder, Springboard Enterprises

"When failure happens, we have the power to choose how we will hold it in our life. It can be our greatest teacher if we can let go of ego and see it as such. In this personal book, Kelly offers practical insights on how to navigate the hard times and choose our next steps more purposefully."

--Nan Gardetto, Every Day Good Foundation, and former CEO, Baptista's Bakery

"Everybody loves to talk about their brilliant wins--but most of us won't talk about what happens when things go sideways. Quite frankly, if you're an entrepreneur, it's inevitable you'll deal with some really spectacular blowups. That's when you really need guidance and support. I'll take Kelly by my side any day of the week. Not only has she been ultra-successful but she's also gone through all the pain that comes from spectacular failure. You'll get the real unvarnished truth mixed with her irreverent humor that always makes me laugh. No matter how dire my situation, she's got a story to top it."

--Yanik Silver, author, Evolved Enterprise

"It's like a trail of blood-soaked breadcrumbs for entrepreneurs."

--Marcus Ranum, security technology entrepreneur, innovator, and consultant