Starting Ugly is a timeless tale about change and innovation, told through the entertaining parable of Gregory Sharp. Gregory is a businessman who’s youth was spent creating a very successful lumber business. But as he continues to grow his company, he becomes blind to the practices and tools that helped him innovate.

Unable to see past his blind spots, Gregory is about to lose everything, until he comes to a revelation that his former employee, Jeff helps him see: that perfect execution is critical; but constantly innovating by starting ugly is vital to continual success.

Start Ugly is a call to arms to encourage you to take action on your ideas and creations so you can release yourself from the chains of perfectionism and experience the joy and growth that comes with launching. It’s also a powerful reminder to continually innovate so complacency doesn’t allow you to become obsolete in our fast-paced world.