Customer Zero: The Shortest Path from an Idea to a Real Business (Signed Paperback, 160 Pages)

Stop Practicing "Startup Theater." Start Operating.

Most founders waste months and thousands of dollars polishing plans for a market that hasn’t spoken. The result? A beautifully formatted path to failure.

In Customer Zero, INC 500 founder and entrepreneurship professor Dr. Michael Wells flips the traditional startup playbook on its head. This isn't about "hacking" sales or faking traction—it’s a battle-tested roadmap for securing the ultimate validation: a stranger giving you real money for your solution.

Inside, you’ll learn how to:

• Crush the 7 Psychological Traps that keep founders paralyzed in endless "research."
• Climb the Commitment Ladder to turn lukewarm verbal interest into upfront cash.
• Engineer Unbeatable Offers that make saying "Yes" the easiest move a customer can make.

Before your first paying customer, your business plan is pure fiction. Customer Zero gives you the discipline to make it reality. Stop planning in the dark—step into the market today.