Reader code inside the book unlocks the Builder’s Workbook free
The implementation toolkit

RUN THE REPS

Close the gap → Run the reps → Escape the spiderweb

Reading the book is not the same as doing the work. The Builder’s Workbook gives you 15 exercises across three phases: diagnose the constraint, sharpen the decisions, run the loop. It works standalone. No book required.

“The gap between knowing and doing is not a knowledge problem. It’s a systems problem.”

Get the Workbook — $19 Bring us to your group →

$19 instant PDF · or facilitated for teams, cohorts & events

What this is
THE BOOK,
TURNED INTO REPS

This is not more reading about execution. It is the working layer underneath it: prompts, scorecards, logs, and loops that push decisions into motion.

15
ExercisesWritten to produce something real, not just insight.
3
PhasesDiagnose. Decide. Execute. In that order.
$19
StandaloneUse it on its own, or unlock it with the reader code inside the book.
What’s inside

THREE PHASES. FIFTEEN EXERCISES.

The workbook turns the argument of the book into repeatable reps. Diagnose the constraint. Make the decision. Run the loop.

→
Find the real constraint
Score all 10 layers of the Builder’s Stack. Most people are solving the wrong problem.
→
Name the assumptions you stopped questioning
The Spiderweb Reset surfaces the beliefs that were once true and quietly expired.
→
Know what you’re deciding
The Decision Log separates Type 1 from Type 2. Too many reversible calls feel permanent.
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Hear what the market is actually saying
The Customer Convo Log strips out what you want to be true and leaves what is.
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Find out what’s compounding week over week
The Weekly Loop Tracker shows whether you’re building momentum or rationalizing it.
→
Run the 30-day sprint
One daily action. Reps, not goals. The Compound Loop in practice.
Get the workbook

YOUR MOVE

Choose the self-directed version if you want to run the reps on your own. Choose the facilitated version if you want the workbook delivered live for your team, cohort, or event.

Self-directed $19 PDF

15 exercises. 3 phases. Run the reps at your own pace. Standalone, immediate, and no book required.

$19 One-time · Instant PDF
Buy the Workbook — $19

Already have the book? Your reader code is on the copyright page.

Code is on the bottom right of the copyright page. Can’t find it? Email jonathan@startuporshutup.com

For groups Facilitated

Same workbook. Same reps. We run it with your team, cohort, or event. Built for accelerators, founder communities, and innovation teams that need more than a PDF and a good-luck email.

The Talk
Keynote & Fireside

Built around the Idea Trap, the execution gap, and the commitment question. A diagnostic session — not a motivational one.

Live or virtual · 45–90 min · Any size
The Build
Workshop Series

Four sessions running the workbook with your cohort. Diagnose, decide, execute. Designed for early-stage teams who need reps, not more content.

In-person · 4 × 3 hours · Max 20 per cohort
Email Jonathan →

Include your audience, headcount, date, and goal. Bulk book and workbook orders also available.