Learn the hard-won business wisdom by award-winning entrepreneur and business coach Brad Pedersen, discovering how he built, crashed, and then rebuilt a thriving toy empire before launching environmental enterprises committed to a triple bottom line.

Startup Santa takes you on a captivating adventure through Brad Pedersen's extraordinary life, offering a one-of-a-kind "how-to" guide to entrepreneurship. Unlike any other business book, this narrative explores ten essential lessons derived from iconic toys that will inspire and guide you on your own entrepreneurial journey.

From the timeless appeal of G.I. Joe to the simple yet brilliant Hula-Hoop, this book reveals the fascinating stories behind these beloved toys and their profound lessons for success.

Rediscover your inner child, reignite your imagination, and watch your business soar to new heights by learning how to:

Turn struggles into strengths and adversities into your advantage
Progress your business while protecting it from potential setbacks
Design whole life success through work life integration
Explore the influence of your beliefs and values on the outcomes you achieve
Understand your mindset and the power of hope versus the debilitating effects caused by fear
Becoming the hero of your story while avoiding the trap of becoming a bystander or victim
Unveil the essential elements necessary for constructing a scalable and enduring enterprise
Discover what really matters to create a life with meaning

Startup Santa reminds us that the spirit of play is not just for children—it's a force that can transform the way we approach entrepreneurship, enriching our lives and businesses with boundless wonder and limitless potential.

Brad Pedersen

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