Brewed From Within

Table of Riffs

Brewed From Within: Energy for the Entrepreneurial Lifestyle compiles 125 riffs into four timeless sections. Here’s a VIP snapshot tour, with a handful of riffs linked for early access!

Imagine holding your new book. After the cosmic cover art is initially observed, we open to a title page, one blank page for personalizations from the author, and then the publisher’s copyright page. After the heartfelt dedication page and motivating preface, you’ll find the table of riffs. While the book flows from start to finish, each riff is individually numbered and includes a snapshot of Key Topics and a unique QR code that supports easy referencing and quick sharing. The Foreword from Brad Feld and the book’s Introduction prepares you for what to expect and then we dive in! The Table of Riffs below is your first look at the modern circus that’ll energize whatever you’re building. After the book becomes a new favorite, we end with the book’s closing matter. Readers can refill their mug even more in the About The Author pages, meet the 21 contributing authors, acknowledge those who brought this book to life, sneak backstage for people interested in writing a book or book marketing, play in a mini crossword puzzle, and explore more timeless resources to keep us all building… TOGETHER.

PART ONE: ENTREPRENEURSHIP

1. Uncharted
2. Early Moves
3. Maverick
4. First in Line
5. Ideaworks
6. Pain Relievers vs. Vitamins
7. Minerva
8. Prismatic
9. Fresh Powder
10. Escorting Execution
11. Slow & Fast
12. Triangulation
13. Real Skills
14. Ship It
15. Storytelling
16. Super Sentence
17. Isochronal
18. Sequencing
19. Feedback Is Data
20. Down Under
21. Slide Deck Design
22. Attention Traps
23. Captive
24. Momentum Mountain
25. Fructifying Fortitude
26. Shifting Gears
27. Echoes
28. Breakout Valuation
29. Head Start
30. Not to Lose
31. Landing
32. Voices
33. Diplomacy Disrupted

PART TWO: LEADERSHIP

34. Listen
35. Jargon vs. Understanding
36. Small Business Owners
37. ArtOfficial
38. Linchpin
39. Significance
40. Permeability
41. Everyday Activism
42. Generosity Builds Trust
43. Atmospheric
44. Winds of Outrage
45. Executionist
46. Import Knowledge
47. Líneas Invisibles
48. Interested Introductions
49. Overtime
50. Decisions
51. Aphorism
52. Airport Foot Massage
53. Enchanting Events
54. Reluctance
55. Collide
56. Playforce
57. Playforce Principles
58. Adaptability
59. Adapttitude
60. Extra Credit
61. Tenured & Tired
62. Seasonality
63. Linear
64. Diversified Career Portfolio
65. Visualizing Variety
66. Hiatus

PART THREE: TECHNOLOGY

67. Pure Wonder
68. Innovation Curves
69. Tinker
70. Wireframing
71. Hybridize
72. Time Trappers
73. Cyberspace
74. Producing a Podcast
75. Dollowers
76. Welcome to Web3
77. Mechanized Money
78. Woven Worlds
79. Phygital
80. Munch Munch
81. Septenary
82. Conversationalized
83. Yin-Yang
84. Bridges to Tomorrow
85. Digitized Consciousness
86. Replicants
87. Incentivized Reality
88. Propulsive
89. Neon Future

PART FOUR: LIFE & HAPPINESS

90. Open to Next
91. Indexing
92. Uncertainty
93. Anticipation
94. Recursion
95. Horizons
96. Anxiety
97. Creation vs. Consumption
98. Waiting Rooms
99. 1% Better
100. Training Wheels
101. Bloop
102. Winterizing
103. Santa Is Real
104. Front & Center
105. Pebbles
106. Goodnight Moon
107. Totality
108. 13.8 Billion
109. Dark Matter
110. Gimmies
111. Hole-In-One
112. Serendipitist
113. Bookmarks
114. Feng Shui
115. Sedona Sands
116. Love Letters
117. One & Only
118. Wayfinders
119. Winding Whys
120. Oversubscribed
121. Intrinsic
122. Conspicuous Kindness
123. Sharing
124. Endowment
125. Perpetuity

For more details or to consider creative ways to collaborate, download the book summary, grab a book, and connect with the author to talk through more ideas.

By Ben McDougal, ago

Prismatic

There are endless early moves to help avoid pushing your idea toward someday. For instance, creative wireframing requires only a pencil. With a little visualized clarity in place, a couple exploratory conversations can also help.

First, meet with a mentor. This should feel like a supportive space but avoid rainbows and butterflies. Be realistic with exciting aspects of the idea, but also the challenges. As we learned in YDNTB, an early no is much better than a long, wrong yes. That said, playing it safe is easier than activating initiative, so don’t let early doubt slow you down. Instead, welcome it. Let curiosity uncover new understandings. Pivots are inevitable, and this exploration adds confidence as the original idea is tweaked toward product-market fit.

After transparently talking with that trusted mentor, the next meeting is with a potential customer. This will feel too early, but it’s not. You’re actually protecting your personal bandwidth by not swinging at a bad pitch too many times.

To optimize early innings, arrive prepared to ask good questions. Take notes and speak less so you can actively listen to how this potential early adopter is responding.

Are you building a pain killer or vitamin? Remember, feedback is data, and this is only one data point, but let this conversation infuse reality into the idea. Show up, stand out, follow up, stay connected, find a thoughtful way to accelerate their work, and then keep building.

The business model canvas is a tool to do so. While it’s impossible to predict the future, business model canvases help us continue to explore while curating a story that sells.

Most early business ideas don’t have a clear story. This can make it hard to know where to start within the business model canvas. While you can use this tool in endless ways, consider an approach that is less about the entire business and more about one story at a time. Instead of trying to boil the ocean, organizing a complete story for each customer segment creates a combination of more actionable insights.

To give it a try, use this special business model canvas. The areas are numbered to curate canvases that each highlight a customer story:

  1. Customer Segments – Start with the details of a particular type of customer. The goal isn’t to complete the Customer Segments box. It’s starting a story to follow through the rest of the canvas. Now lean into the pain as you move from box to box and watch as your solution transforms into a story.
  2. Value Propositions – What benefit(s) can you deliver?
  3. Channels – Where can you connect with this customer?
  4. Customer Relationships – Who are you working with and how will you make this customer feel?
  5. Revenue Streams – Will financial income flow? How?
  6. Key Activities – What actions make the customer care?
  7. Key Resources – What is needed to keep building, and how might needs change to maintain momentum?
  8. Key Partners – Who helps to make this sustainable?
  9. Cost Structure – What costs go into activating this customer segment? How is pricing organized to support realistic profit margins that align with a financial model?

                By telling the story of created value for one customer segment, hypotheses can be connected with context. Next, using a separate business model canvas, visualize more stories based on different customer segments.

                With separate business model canvases for each customer segment, merge everything into one business model canvas. To stay organized, select different colors to use for each customer segment. As everything blends together, the prismatic rainbow maps roads to reality.

                By Ben McDougal, ago

                ArtOfficial

                Art for art’s sake is vital to humanity and innovation.

                We need fine artists and creatives who do not conform—who lead even when no one else follows. The calculated confusion we experience in contemporary, experimental, and abstract art pushes boundaries so new ideas, styles, and ways of thinking can emerge later. Immersing ourselves in these misunderstood realms trains us to trust strangeness. What feels unfamiliar today often becomes inevitable tomorrow.

                EXTRA SHOT
                This contribution was written by Siobhan Spain. Siobhan developed a new financially self-sustaining nonprofit model providing affordable creative workspace to over 200 artists of all disciplines in downtown Des Moines, Iowa. She now consults, podcasts about nonprofit ecosystems, and owns an arts licensing agency.

                Practicing artists see potential before there’s proof. They have a high tolerance for risk and are willing to invest years of invisible labor while operating with restricted resources.

                Artists and founders both shape how people think, feel, or behave. The divergence comes in their relationship to the market. Founders must satisfy a market need; ignoring users is fatal. Artists, meanwhile, can deliberately resist or ignore market signals altogether. This alienation can become the feature, not a flaw.

                Then there’s the question of success and perceived impact. Founders are validated externally—users, revenue, growth. Artists often answer to internal measures: mastery of a medium, conceptual rigor, or the necessity of making work that holds personal meaning.

                In the contemporary art world, a purist code of practice is common. “Selling out” is to be avoided at all costs, lest the merit of both artist and artwork be compromised. Selling out can mean creating work primarily for aesthetic beauty or mainstream appeal—heaven forbid it be mass-produced.

                The commercialization of fine art often inverts traditional capitalist values, where financial success is viewed as a betrayal of artistic integrity. However, communities that prioritize building robust creative ecosystems recognize artists and creatives as powerful drivers for economic development, cultural identity, innovation, and social cohesion.

                They foster diverse economic and social opportunities where titles, race, career, and socio-economic status dissolve into a culture of curiosity and inspiration that spark cross-disciplinary collaborations that benefit artists, companies, and civic entities alike.

                As these sectors blend a financially sustainable infrastructure is now possible – motivating artists to lean into their creative visions with a sense of purpose.

                Artists are critical thinkers who imagine what does not yet exist. They collaborate to form solutions before markets know to ask for them. They rehearse cultural shifts, test new narratives, and expand our collective tolerance for the unknown. Artists show us how to use emerging tools—AI included—with intention rather than conformity.

                When artists stop being an afterthought and start being recognized as founders with foresight, more viable economic pathways emerge, cultural relevance deepens, and irreplaceable talents can be engaged by all.

                By Ben McDougal, ago

                Voices

                the streets are restless
                voices low,
                rumbling of those
                who feel forgotten
                who feel the die was cast
                before they were even born.

                they hunger for the chance
                to make something their own
                to etch their mark in the wall of the world.

                and in the shadows,
                small fires are being lit
                not by kings or queens
                but by ordinary hands
                with ordinary dreams.

                it begins like a forest rising
                out of swamp and tangle
                messy, alive, unpredictable—
                where strangers meet
                where trust grows in broken soil
                where one seed
                can seed a thousand.

                it says:
                no one will save us
                except us.

                it says:
                the right to begin
                is the right to belong.

                and if enough of us answer,
                if enough of us care,
                then out of the discontent
                out of the silence of the left behind
                will rise
                a chorus of builders
                a rainforest of possibility
                a people remaking the world
                with extraordinary love.

                Extra Shot

                This poem is from Victor W. Hwang.

                By Ben McDougal, ago