How Hard Can It Be Book

“How Hard Can It Be is a real page-turner of a book – a fascinating and highly readable account of all the trials, tribulations, pivots, reversals and assorted near disasters involved in launching and monetizing a startup business.’’

Author, Speaker, and CX authority

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“It’s not easy to openly share your own failures. Arnaud writes about his journey in such a compelling and honest way that he gives the rest of us permission to do the same.”

Suneel Gupta
Co-founder of Rise & Author of Backable

“How Hard Can It Be is a real page-turner of a book – a fascinating and highly readable account of all the trials, tribulations, pivots, reversals and assorted near disasters involved in launching and monetizing a startup business.”

Don Peppers
Author, Speaker, and CX authority

“In this intimately personal account, the author takes us on a journey through the birth and death of a dream. ‘How Hard Can It Be’ is more than a story of a business venture, it reveals the complexities and messiness of what it means to be human in an enchantingly honest way. A must-read for budding entrepreneurs as well as people interested in life, love and learning.”

Susan Goldsworthy OLY
Professor of Leadership & Organizational Change at IMD Business School and Author of three award-winning books incl. Care to Dare and Choosing Change

“Arnaud captures the emotional roller-coaster of a start-up entrepreneurial journey. No amount of “how-to” guides can truly prepare founders for the turbulence, anguish, elation and surprise – all in single day. His personal story brings this to life vividly.”

Azran Osma Rani
Former CEO of AirAsiaX & Serial entrepreneur

“Failure. It’s something that we all try to avoid, yet experience nonetheless. How Hard Can It Be is a book that finally brings failure to the surface, to dissect, examine, and learn from. If you want some clues on how to best metabolize failure – read this book!”

Rich Diviney
Retired Navy Seal Commander & Author of The Attributes

“Learning is the only way to turn failure into success. Arnaud’s story of the ups and downs of his entrepreneurial adventure is full of lessons. He does not glorify failure but treats it with the respect a good teacher deserves. His narrative style is a refreshing new approach to the tired management genre”.

Dr. Samuel West
founder of The Museum of Failure

“Arnaud has managed to convert his entrepreneurial story into a page turner full of lessons. Get ready to learn about the real day to day of startup life.”

Pepe Villatoro
Co-founder of Fuckup Inc.

“It takes a lot of courage to share a failure story. Arnaud has done that in great detail. The price he has paid for that failure has turned into a book as a present for you filled with lessons to learn, and more importantly, mistakes to avoid.”

Rajesh Setty
Co-founder of & Author of Set-up to Start-up

“In professing his failure in a most personal manner, Arnaud asks us to consider why, when the vast majority of start-ups fail, so few accounts of failing are available. With so much to learn from failing, maybe, just maybe, the time for more failures to step forward and share their experience is upon us.”

Dr. Matthew Higgins
Senior lecturer at the Open University Business School

7 traps on the road to startup success

My goal in writing How Hard Can It Be has been to deliver an experience that would captivate the reader to such an extent that the lessons from the journey would ‘stick’. That is the reason why I chose to write like a novel (rather than the typical business book). Judging by how well How Hard Can It Be has been received, I seem to have achieved that objective.

Lately, I have been wondering if some people would also not benefit from my extended personal reflection. And so, I put together what I believe are the seven most important problems and principles entrepreneurs need to be aware of—and weigh their decisions against. I call them The 7 Traps on the Road to Startup Success

Whether you are a seasoned entrepreneur, an incomer ready to displace an industry or a business leader wanting your teams to reach their full-potential, this guide will propel you ahead. Ahead of Christmas, and for every purchase of How Hard Can It Be (any format; ebook or paperback) we will send you The 7 Traps on the Road to Startup Success, all free of charge.


Get your copy of How Hard Can It Be  from your preferred retailer

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Enjoy How Hard Can It Be +The 7 Traps on the Road to Success

Our community of like-minded people is growing

Join our community and stay in the loop of upcoming launches such as the #Challenges series to go deeper on the take-aways from the book, the services and products release and all the good things we are lining-up to help you thrive as an entrepreneur, a startup or as an established organization.

But first things first; to celebrate the release of How Hard Can It Be and all the way to Christmas, we are offering a 15-minute free consultation with Arnaud Henneville-Wedholm, author of How Hard Can It Be. Simply, sign-up today and we will be in contact shortly to schedule a call with you.   

How will you benefit from this book

In 2012, the world was slowly recovering from the Great Recession while Facebook and other social media platforms disrupted global life and business, ushering in a new era of startup optimism. From his desk at a consulting firm in Stockholm, Sweden, Arnaud Henneville-Wedholm watched in disbelief, wondering, “How could such a waste of time become so popular?”

Bursting with ideas of how to break out of business monotony, Henneville-Wedholm and his co-worker were ready to start something of their own. Soon, a lightbulb went off: what if they created a social platform that challenged people to get off the couch and live better lives? And better yet, what if it took down Facebook? There was only one problem: neither of them knew the first thing about running a tech company.

In How Hard Can It Be, Henneville-Wedholm traces, in a uniquely eclectic and cosmopolitan voice, the youthful enthusiasm that propelled the promising rise of his startup—along with its equally calamitous downfall. Along the way, he teaches readers startup lessons by example, such as:

  1. How to pitch startup incubators like Sting, Europe’s version of Y-Combinator
  2. How uninformed optimism can still lead to real organic growth
  3. What to do when your business isn’t as scalable as you thought
  4. The brand-building power of guerrilla marketing
  5. How to pivot (and then pivot again, and again) when user growth stalls

For optimists and idealists everywhere, How Hard Can It Be is a jet-setting parable of the European startup scene that takes on the most elusive business topic of them all: failure. Puncturing the hollow platitudes of how-to guides, Henneville-Wedholm instead offers his real-world experience of trying to go from zero to one. 

As a result of his efforts, How Hard Can It Be teaches entrepreneurs that failure need not be feared. In the right light, it can be a blessing in disguise—and it can even be fun.

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Arnaud Henneville-Wedholm

Photo Magnus Sundelin @magnus.sundelin

About the author

Arnaud Henneville-Wedholm is an entrepreneur, author and optimist. Today, he leads sales and business development at GLOBHE, a platform for drone data on demand. He also mentors startups at the Nordic Startup School.
Arnaud is the founder of multiple startups, including internalDesk, a SaaS platform for enterprise collaboration, where he served as COO. internalDesk was recognized as one of the ‘top10 tech rising stars’ in the Nordics in 2014 and was acquired by Woodreed in 2019. Arnaud’s interest areas include entrepreneurship, neuroscience and everything related to mindset and wellbeing. He lives in Stockholm, Sweden with his wife and three children. 

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