On this week's episode of Inside Outside Innovation, we sit down with Amos Schwartzfarb, Managing Director of Techstars and Co Author of the new book Levers: The Framework for Building Repeatability into Your Business.  Amos and I talk about the framework for going from idea to scalable repeatable company and the challenges startups face in the process. Let's get started.Inside Outside Innovation is the podcast to help you rethink, reset, and remix yourself and your organization. Each week, we'll bring you the latest innovators, entrepreneurs, and pioneering businesses, as well as the tools, tactics, and trends you'll need to thrive as a new innovatorBrian Ardinger: [00:00:00]  Welcome to another episode of Inside Outside Innovation. I'm your host, Brian Ardinger. And as always, we have another amazing guest. Today we have Amos Swartzfarb.  He is the Managing Director of Techstars Austin, Author of the book Sell More, Faster and Coauthor of a new book and the reason we have him on today's a new book called Levers: The Framework for Building Repeatability into Your Business. Welcome Amos. Amos Schwartzfarb: [00:01:01] Hey, thank you so much for having me. I'm excited to be here. Brian Ardinger: [00:01:04] I'm excited to have you here too. You've been in this space of spinning up new ideas and helping companies get off the ground. You've got a new book coming out called Levers. And so, I wanted to have you on the show to talk about that and give some insight into what it takes to build a business. So maybe let's start off with what's this new book about, and we can go from there. Amos Schwartzfarb: [00:01:25] What the book is and I should clarify it is, it's a book, but it is more a book that you do versus read. And that gives you a little sense of what it's about and the goal that my coauthors and I had when putting this together was, we're all investors and operators for many, many years.And as we sort of looked around, and this is the stuff that we teach and profess to the companies we work with, and we realized that there wasn't really a great place, resource to go, accelerators included where the focus is on, what are the fundamental things you need to do to operationalize a business. How do you get it to repeatability? And how do you scale it? I like to say this is sort of like a recipe book. Like you open it up and follow the instructions and it doesn't guarantee you're going to get there, but it certainly will help you figure out the right ingredients so that you can have the recipe for the cake you're trying to bake. Brian Ardinger: [00:02:18] What I like about the book is the fact that it really does start at the very beginning. And I think a lot of startup founders take the startup journey. They see the big vision of where they want to go and that and they start 25 paces ahead of where they really are. And the book really starts off with who are you really trying to serve. What are you trying to build? And that, so maybe talk through that initial W Three methodology and your belief around that. Amos Schwartzfarb: [00:02:42] So I think maybe just for the listeners to give context here, the book is a five-chapter book. Each chapter is dedicated to a piece of the overall framework. It's very intentional in the order that we have everything and the way that we see it makes most sense to think about building the business.And I should also clarify that the framework absolutely works when you're sitting in the coffee shop and the writing an idea in the back of a napkin. And really where we focus our energy is working with founders that are a little further along than that. Usually there's some customers or some revenue. There's no repeatability in the business. And so our thought process is regardless of the business you're building, it all starts with really having a deep understanding of who you're serving. And who you're serving is who your customers ultimately are. And so, the, the W3 framework is a way to answer three f