Entrepreneur Survival Guide: Digital, Print and Audio Editions
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Entrepreneur Survival Guide: Digital, Print and Audio Editions
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$19.00
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$49.00
According to McKinsey, 57% of what founders do today can be done by AI. Survival requires completely new strategies and perspectives.
ESG is a Survival System for entrepreneurs in an AI world. Inside:
- 6 Weapons
- 30 Tactics
- One clear system for surviving
By Michael Dermer. Available in
- Digital
- Audio (Narrated by Michael Dermer)
Shipping Info
Digital & Audio Editions: Delivered instantly to your inbox upon purchase. Start mastering the system in seconds.
Print Edition & Access Cards: Processed within 24–48 hours.
Domestic (US): 3–5 business days via tracked shipping.
Returns & Refunds
Physical Products (Print/Cards): Returns are accepted within 30 days of delivery.
Digital & Audio Products: Sales of Digital and Audio editions are final.
Damaged Items: If a physical order arrives damaged or defective, a replacement will be sent at no additional cost.
The Six Weapons That Decide Who Survives
Every chapter of the guide is built around one weapon — and how to actually apply it in the chaos of real life.
Weapon 1: Find Your Playground
If you are trying to differentiate A and B, you have already lost. The only way to win is to play a game others can’t play.
Weapon 2: Brand Chemistry
AI can accelerate information — but it cannot create chemistry. This weapon shows you how to build a brand people actually feel.
Weapon 3: Obsession
Obsession isn’t optional — but it has to be operationalized. You’ll learn how to turn raw drive into systems that actually move the business.
Weapon 4: Resilience
You will get punched in the face. The resilient stop noticing. This weapon walks through how to take hits without losing the company — or yourself.
Weapon 5: Stretch Your Limits
If you don’t stretch, your ceiling becomes your coffin. You’ll learn how to expand your capacity without burning out.
Weapon 6: AI
You must apply AI to your key goals or it will be used against you. This weapon shows you what to apply it to — so you don’t just make mistakes faster.
Frequently Asked Questions
It is a founder survival system for the Age of AI: six essential Weapons supported by five practical Tactics each. Together, they provide 30 specific moves founders can use to make better decisions, build a differentiated company and survive relentless change.
The Six Weapons are Find Your Playground, Brand Chemistry, Obsession, Resilience, Stretch Your Limits and AI. Each addresses a different capability founders need to survive and thrive in today’s business environment.
No. AI is one of the Six Weapons—but it changes how every other Weapon must be applied. The guide helps you use AI to achieve your most important business goals while strengthening the human advantages AI cannot replace.
Each of the Six Weapons includes five concrete Tactics. They cover moves such as defining a Playground competitors cannot occupy, creating Brand Chemistry, operationalizing Obsession, building systems that can take a punch, stretching your thinking and applying AI to revenue.
It is designed to be used, not simply read. The chapters are short and direct, with practical examples, specific Tactics and prompts that help you apply each lesson to your own business.
It is for founders, CEOs and business owners who must make decisions under pressure—whether they are launching a company, fighting for traction, managing growth or trying to keep an established business relevant in the Age of AI.
Yes. Every Tactic is built around a practical move you can begin applying to your business the same day. You do not need to finish the entire guide before putting the system to work.
No. The guide is not a technical manual. It helps founders decide where AI should be applied, how it can advance critical business goals and how to avoid using it merely to make existing mistakes faster.
Yes. Michael Dermer developed the system from the experience of building a company, watching it nearly collapse and leading it through recovery. The guide also includes concrete examples showing how the Weapons and Tactics operate in real business situations.s
Meet Michael Dermer
Michael Dermer didn’t learn business in a classroom. He learned it in a basement.
He walked away from a high-stakes New York law career to build IncentOne. He grew it into an 800-employee industry pioneer, only to watch a decade of work nearly vanish in 10 days during the 2008 crash .
While his competitors folded, Michael went to war. He worked 20-hour days for three years, using daily cold showers to prove to himself that he would not break.
He didn't just save the company—he led it to a massive acquisition by the same people who once laughed at him . Today, he’s codified those scars into the 6 Weapons System. He wrote this guide because he knows that in 2026, A.I. is the new battlefield—and if you aren't armed, you won't survive.
1000s of Entrepreneurs. 1 Movement
I’m not sure where we would be without theEntrepreneurSurvival Guide. It’s my strategic go to.
Before the Entrepreneur Survival Guide, I didn’t know what steps to take to deal with the impacts of AI.
Michael GPT gives me real-time access to all his experience. And answers just like ChatGPT.
Before the Learning Community I was constantly searching all over for answers.
The Sidekick is with me from the minute I get up to my coffee shop, my gym and back to my desk every day.
I wear the Bullshit Hoodie all the time. I see them all over coffee shops in NYC.
The six weapons of the Entrepreneur Survival Guide bring the strategy and tactics to win.
I had used lots of consultants. But having a Sidekick Consultantto address all the issues I was facing has been gold.
There is so much we need to know as founders. What TLE says is true. We all need a Sidekick – a right hand we can turn to at every step.
Michael GPT takes all the insights of Michael and TLE and puts it at your fingertips just like other AI.
I went to the Learning Community because I needed a “1 stop shop”. But then I discovered a community of founders just like me.
Michael GPT answers faster — and better — than any coach. I can tap into his years of experience when and where I need.