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Ethan Senturia
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Unwound: Real-time Reflections from a Stumbling Entrepreneur Paperback – December 1, 2017

by Ethan Senturia (Author)
4.9 4.9 out of 5 stars 44 ratings
See all formats and editions
Failure is a bitch. But it happens, especially in entrepreneurship. Most tales of failed startups come from entrepreneurs who have since navigated to success. Rarely, if ever, do we hear about failure in its immediate aftermath, in gory detail, from the entrepreneur in its midst.

When Ethan Senturia started his company, he did not set out to fail--in fact, he had a crystal clear vision of success. But, as he ran into adversity, he realized that everything he had learned about running a business was about making sure things did not go wrong. Nothing had prepared him to handle it when they did.

Even the most successful founders admit the path to victory is anything but smooth. Challenges, obstacles, and setbacks are inherent to entrepreneurship, and being prepared to lead through them--intellectually and emotionally--is a critical skill for the startup CEO.

Unwound: Real-time Reflections of a Stumbling Entrepreneur attempts to equip entrepreneurs to endure in the face of hardship whether their dream ends in a win or a wind down. It is a candid recount of everything one entrepreneur knew, wishes he knew, and has come to know about personal, professional, and psychological triumph in the entrepreneurial life, as told through the lens of its opposite.

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  1. Print length
    200 pages
  2. Language
    English
  3. Publisher
    Blackbird Ventures
  4. Publication date
    December 1, 2017
  5. ISBN-10
    0983170487
  6. ISBN-13
    978-0983170488
  7. See all details
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Editorial Reviews

Review

Unwound is the true story of entrepreneurship--the often not-so-happy endings that don't see the light of day. Senturia tells a story of failure with a perspective and poise that is rare among even the most successful of founders. Every prospective entrepreneur should read this book, not as a warning, but as an examination of the actors and their behaviors in difficult circumstances. --Matt Goldstein, Partner, Microsoft Ventures

Senturia takes us through the ups and downs of the entrepreneurial journey with humor, insight and clarity. The story gives a peek into the mind of those who battle with the challenges of trying to build something new--when the odds are against the entrepreneur, but one is driven to persevere until the end. Everyone can learn something from this story. --Robert Siegel, Lecturer in Management, Stanford Graduate School of Business, and Partner, XSeed Capital

As a lifelong entrepreneur I thoroughly enjoyed reading this book. A refreshingly candid dive into the blood, sweat, and failure inherent to entrepreneurship. Sure to inspire anyone who reads it. --Levi King, Founder & CEO, Nav

About the Author

Ethan Senturia is an entrepreneur, advisor, author, and investor. He most recently served as co-founder and CEO of Dealstruck, an online business lending platform, the story of which inspired his first book, Unwound: Real-time Reflections from a Stumbling Entrepreneur. At Dealstruck, Senturia raised over $150m of institutional debt and equity, and led a seventy person team on its mission to provide fair and transparent financial products to growing small businesses. Prior to Dealstruck, Ethan was on the founding team of Ampush, a successful performance marketing company, where he led customer acquisition as Vice President of Online Media. He started his career as a credit research analyst on Wall Street after graduating Summa Cum Laude from the Wharton School of Business.

Product details

  • Publisher ‏ : ‎ Blackbird Ventures (December 1, 2017)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 200 pages
  • ISBN-10 ‏ : ‎ 0983170487
  • ISBN-13 ‏ : ‎ 978-0983170488
  • Item Weight ‏ : ‎ 13.6 ounces
  • Customer Reviews:
    4.9 4.9 out of 5 stars 44 ratings

About the author

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Ethan Senturia

Ethan Senturia

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Ethan Senturia is an entrepreneur, advisor, author, and investor. He most recently served as co-founder and CEO of Dealstruck, an online business lending platform, the story of which inspired his first book, Unwound: Real-time Reflections of a Stumbling Entrepreneur. At Dealstruck, Senturia raised over $150m of institutional debt and equity, and led a seventy person team on its mission to provide fair and transparent financial products to growing small businesses. Prior to Dealstruck, Ethan was on the founding team of Ampush, a successful performance marketing company, where he led customer acquisition as Vice President of Online Media. He started his career as a credit research analyst on Wall Street after graduating Summa Cum Laude from the Wharton School of Business.

Customer reviews

4.9 out of 5 stars
4.9 out of 5
We don’t use a simple average to calculate the overall star rating and percentage breakdown by star. Our system gives more weight to certain factors—including how recent the review is and if the reviewer bought it on Amazon. Learn more
44 global ratings
Authentic storytelling, great read
5 Stars
Authentic storytelling, great read
A great read! Ethan shares his journey and does an incredible job at communicating the highs and lows of his experiences. The storytelling feels authentic and genuine which makes it an easy read filled with lessons to learn from.
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Top reviews from the United States

Mitch Salis
5.0 out of 5 stars Refreshingly honest
Reviewed in the United States on January 15, 2018
Verified Purchase
Ethan did a phenomenal job as a first time author of this exceptional book. As a fintech entrepreneur for 10+ years I can honestly say it was by far the most candid and accurate description of what startup life is all about. In today’s world it has become the norm for business execs to constantly “spin” reality to the point that everything always appears to be perfect even when the sky is falling. This book is a rare look at the truth of what really goes on behind the scenes of most startups. Not only did I learn valuable insights but I also laughed a lot as well. All in all this book was extremely entertaining and I can’t wait to see what Ethan writes next. I will be first in line to buy it.
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Alex P.
5.0 out of 5 stars A MUST HAVE FOR THE ASPIRING ENTREPRENEUR OR FINANCE EXECUTIVE
Reviewed in the United States on December 5, 2017
Verified Purchase
Ladies and Gentlemen, the results are in. After the highly anticipated "unwound" title was promptly delivered to my door last week, I had it's contents quickly digested within 24 hours. This business-savvy page turner details in amusing prose the trials and tribulations that occur when a two man, no name operation becomes a market shaking name in the finance industry within a mere 2 years.

This books takes you to the sometimes scary place that is the ever churning brain of entrepreneur Ethan Senturia, in his quest to abandon the financially impressive but soul sucking life of Wall Street and take on the potentially financially impressive and soul sucking life of a fintech CEO. Albeit, the latter does have the benefit of potentially being rewarding.

In the end, SPOILER ALERT, Dealstruck becomes another tombstone of fintech companies past, but with every great failed endeavor, the wise will look back to pick up the lessons learned that were scattered along the path to the end. This yarn is chock full of them, let me tell you pal. Each lesson and realization of a mistake is crucially analyzed by Senturia in an effort to share with the aspiring go getter the lessons of someone who has been there before. And he backs up that too, almost religiously, with annotations of works that support his theorems that were written by folks much smarter, although probably not better looking, than him.

You'll laugh, you'll cry, you'll wonder where your 20 bucks went when you realize the Kindle copy was half the price. (Just kidding, it looks great on a shelf, believe me). In the end you will feel like you were there as a fly on the wall as the proceedings took place in what will be known in years to come as the Deal that was so very close to being Struck.

If you're an entrepreneur it is a must read. If you are in finance it is a necessity. If you are a 31 year old former fintech CEO who experienced just this, you are probably the author.

In the end, I will certainly be reading this again, and the lessons learned from the pages won't be soon lost on me.

Get This Book.
2 people found this helpful
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Leanne Terrace
5.0 out of 5 stars A page turner - valuable insights and lesson learned for any entreprenuer
Reviewed in the United States on December 12, 2017
Verified Purchase
Couldn't put it down until I finished it! Well written, interesting, honest, educational and full of insights and anecdotes that add depth to the author's story. I highly recommend this read to any entrepreneur or anyone who loves one. Business school teachers should ad this to their entrepreneurial classes. So many business books on success are often just a reverse engineering of what got them there and usually imply it was worth it (given the success). This author courageously shares with us the real story towards success overlapped with a very personal journey and a deeper understanding of the both the value of and challenges of relationships and people dealing with their own issues and biases. Read it - it will be worth your time.
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Amazon Customer
5.0 out of 5 stars Lessons learned
Reviewed in the United States on March 26, 2023
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Great read and humbling
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rjs
5.0 out of 5 stars Excellent book for the startup minded
Reviewed in the United States on December 12, 2017
Verified Purchase
Written with superb pacing and coherence, Unwound is a page-turner about the life and death of startups. The author provides a candid assessment of startup life, and himself, as well as clear summaries of the applied lessons of current behavioral economic research. Through this inside look at how highs and lows are not always what they seem to be, Unwound provides an honest account of both failure and redemption in life's fleeting moments. A must-read.
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Katelyn
5.0 out of 5 stars Authentic storytelling, great read
Reviewed in the United States on April 30, 2021
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A great read! Ethan shares his journey and does an incredible job at communicating the highs and lows of his experiences. The storytelling feels authentic and genuine which makes it an easy read filled with lessons to learn from.
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Katelyn
5.0 out of 5 stars Authentic storytelling, great read
Reviewed in the United States on April 30, 2021
A great read! Ethan shares his journey and does an incredible job at communicating the highs and lows of his experiences. The storytelling feels authentic and genuine which makes it an easy read filled with lessons to learn from.
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James Wu
5.0 out of 5 stars Brutally honest view on FinTech and running a company
Reviewed in the United States on May 25, 2018
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I run a AI and analytics company for the direct lending space, so I knew of DealStruck before the company shuts down. I started reading the book expecting it to be all fluff, but couldn't put it down and read it in one sitting. Of the few dozen business books I read in a year - few have hit home like this one.

A couple key takeaways for me:
1. I know many of the people referenced in the book professionally. Their reputations are sometimes well known but never publicly acknowledged - until this book came around. The author pulls no punches, just, wow.
2. The public perception on startups is often focused on the technology, and very little on the structure of the products, operations, financing and risk management - but the latter parts are often what make or sink a company (particularly FinTech). This book spells it out loud and clear.
3. It's a cliche that a startup is like a roller coaster ride, and the author takes you on this ride with him, in a deeply visceral way. More than outsiders can see, most startups are teetering from one disaster to another, often having more than one near-death experience before they make it. Or sometimes they don't.

Don't read this book if you drink the Silicon Valley coolaid that doing a startup means creating apps in a SoMa loft and eating gourmet lunches prepared by onsite chefs funded by VCs. But read it if you want to know what a more typical startup experience is like.

And for anyone working in FinTech (particularly lending), you should pick up this book today. You won't regret it.
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