About the book
The hidden toll of building a business
And how to reclaim your life
Behind the pitch decks and the product launches is a version of entrepreneurship nobody puts on a highlight reel: the sleepless nights, the identity crisis when the business becomes who you are, the shame of thinking "I should be able to handle this."
By Dr. Sally Spencer-Thomas & Susan Frew · Coming November 10, 2026
Why this book
Written for the people living it right now
Entrepreneurs report depression, anxiety, ADHD, bipolar disorder, and suicidal ideation at rates far higher than the general population, and most are doing it without an employer-sponsored therapist or a safety net of any kind. Entrepreneur Aftershock was written for the people living that reality right now, and for the ones who love and support them.
Co-authors Dr. Sally Spencer-Thomas and Susan Frew have both built businesses, both lost businesses, and both nearly lost themselves in the process. With a foreword by Brad Feld, they gathered their own stories alongside those of other founders who have been through the fire, paired them with real research from psychology and public health, and turned all of it into something practical.
Inside the book
The five stages
- Stage 1
Lift Off
The dream, the spark, the adrenaline of flying high, and the early warning signs of what the authors call the Icarus Effect.
- Stage 2
The Wobble
Imposter syndrome creeps in, boundaries dissolve, and the cracks start to show.
- Stage 3
Tailspin & Nosedive
Momentum turns against you. The decisions get harder while the room gets quieter.
- Stage 4
Crash & Burn
The breaking point. Isolation, burnout, and the identity crisis that hits when the business and the founder can no longer be told apart.
- Stage 5
A Second Wind
The path back. Practical tools for building a company, and a life, that does not require destroying yourself to sustain it.
How it works
Every chapter does three things
A story
Real founders, including the authors, telling the part that usually gets cut. To open the heart.
The science
Research from psychology and public health on what building a business does to your brain, body, and relationships. To inform the mind.
A strategy
Practical tools at every stage, so you know what to do on a Tuesday, not just how to feel about it. To move you to act.
Who it's for
- Founders and small business owners
- The families and partners who live it with them
- Coaches, advisors, and investors who support founders
- Educators teaching the next generation of entrepreneurs
Get updates on the book
Be there when it lands
Entrepreneur Aftershock launches Tuesday, November 10, 2026. Get launch news, early excerpts, and first access to the free founder toolkit.