Most of your competitors have a misconception about their business. Once you see it, you never look back.

As soon as I saw it, I realized there were at least 3 things I could change today. And that's what I did. 

Undersold started as a Q&A session.  

The COOP is an extension of this goal of helping people obtain better outcomes in their business. A book is a good way to get ideas down, share them, discuss them and reach better pathways forward. I've spent a long time as a student on these topics.