Book Synopsis
A stranger stopped Matthias TRVLY on a San Francisco sidewalk, asked where she could buy the jacket he was wearing, and he had nothing to sell her. It was a one of one. He couldn't make it twice. That was 2018. The Guru Trench didn't exist until 2024. Every chapter in this book is a way to lose money, written straight, as instructions: chase what's hot, sell what you want to sell, ignore your best seller, build in private, never charge enough. Under each one is what it actually cost him — in dollars where he has them, in years where he doesn't. Then what he'd do instead. Fourteen years. Two vinyl cutters. Forty pairs of unsold slides. One coat that finally works.