Prior to writing this book, Ashkan Tashvir spent more than a decade working with entrepreneurs, startups, leaders and investors to discover, through critical analysis, the human patterns and behaviours that determine success or failure. His research, lived experience and findings provided unique insights into why only a tiny percentage succeed. Contrary to popular belief, it is not due to a lack of capital, technology or the right techniques, systems and strategies; it’s because of who and how they are BEING, the underlying qualities that drive their behaviours and actions. He discovered that those who experience all-encompassing success and fulfilment in their endeavours embody a series of distinct qualities, which he calls Aspects of Being.