Ever get that sense when you wake up in the morning that life is full of possibilities? Ever felt that burst of energy — and the sense of urgency — to do something different, perhaps to act on an idea that you have? Who inspires you on your journey? And what keeps you going?

Entrepreneurship can be a lonely and emotional experience. More often than not, there isn’t a right or wrong way to start a company. From the onset, founders are faced with a list of daunting tasks: What is the real problem I am trying to solve? Is the market ready for my idea? Do I have the experience needed to take this to market? Who do I need on my team and what type of skill sets and personalities should I look for? What is my burn rate? What is my go-to-market strategy? Who should I approach first? How do I scale? How can I make it sustainable? What are my potential roadblocks? What are the macro variables in the global economy that might impact my business? How well do I really understand my customers?

Taking a company to market involves more than a good idea, grit, and passion. Much of that has to do with timing, strategy, understanding of the market, connections, and yes, sometimes, pure luck. While it might seem counterintuitive to start a business during times of uncertainty, there is no time like a moment of crisis to get people to adopt something new. Especially for a year like 2020, where we have no lack of challenges, and where the pandemic and social unrests have exacerbated the inequalities and inefficiencies that have existed in our society for far too long.

Look no further than the dramatic rise of the digital experience economy and collaboration platforms in the past few months, as a result of new consumer behavior and market trends. Go further back for the likes of PayPal and LendInvest — both started during the last financial crisis — addressing the market gaps that need to be closed.

It is one thing to start a company during good times; it is another to sustain one through a crisis or embark on a course correction in a down economy. What set these companies apart? What pain point do they solve? What made them successful?

It is often said that “history doesn’t repeat itself, but it does rhyme”. What can we learn from the cycles of booms and busts?

Backed by case studies from around the world and filled with strategic guidance and tactical checklists, Restartup is not only a guide for early stage founders, it is also a book of hope that carries us through the dark times — where the crisis we face seems insurmountable at times.

No doubt we are going through a very difficult period — a year like no other, where our lives and work have been upended in ways we could never have imagined. But I believe in human resilience and ingenuity. I believe that we would be able to leverage the lessons learned from tackling the immense challenges that we face as a society — into creating sustainable solutions for the future — for the good of all humanity.

With challenges come opportunities. So buckle up and read on. Remember, you don’t have to go at it alone. Find the tribe that shares your values and your passion. Hang on to the butterflies-in-stomach feeling that you had when you first embarked on your founder journey. Then soldier on.

Theodora Lau, Founder, Unconventional Ventures.