BALTIMORE - s4story -- As AI-driven layoffs push thousands of experienced professionals toward entrepreneurship, a veteran product developer who brought 40+ products to market warns that most will fail for the wrong reasons.

Dave Saunders, author of "Founders Who Finish" (released February 6), spent 30+ years in surgical robotics, internet infrastructure, and SaaS. He argues the biggest threat to new founders isn't competition or funding. It's what he calls "startup theater."

"Corporate refugees bring their corporate habits with them," Saunders said. "They'll spend six months perfecting pitch decks, building beautiful websites, and networking at events while their runway burns. That's not building a business. That's performing entrepreneurship."

Saunders identifies three numbers that actually matter for early-stage founders: Revenue, Costs, and Runway. Everything else, he argues, is distraction.

The book, available at http://davesaunders.net , takes direct aim at popular startup advice. Saunders contends most founders shouldn't raise venture capital, most accelerator programs waste founder time, and most "growth hacking" tactics qualify as startup theater. His framework focuses on finishing what you start rather than chasing new opportunities.

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"I've walked away from profitable situations because they violated my principles about sustainable business building," Saunders said. "I wrote this book because I watched too many talented people burn out chasing unicorn fantasies instead of building real companies."

The timing proves critical. With major tech companies announcing layoffs and AI replacing corporate roles, entrepreneurship appeals to professionals seeking control over their careers. But without frameworks that separate meaningful work from performative activity, Saunders predicts most will join the 90% of startups that fail.

"Founders Who Finish" is available now at davesaunders.net and major retailers. Saunders also publishes "The Build," a $79/month physical newsletter focused on practical founder education without motivational fluff.

About Dave Saunders Dave Saunders has 30+ years of entrepreneurial experience across surgical robotics, early internet infrastructure, climate tech, and SaaS, bringing 40+ products to market. He operates from the Baltimore/DC area and works with bootstrap-first founders aged 35-55.

http://davesaunders.net