Permission to be vulnerable
The structure makes it safe.
70% of business partnerships fail. Almost all of them over things that could have been talked about before they started.
The 50 questions you need to ask to keep the business alive — and the relationship intact.
- 100% digital on your phone
- 50 questions 8 categories
- For partners building something together
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Most business partnerships don’t start badly.
They start with excitement. A shared vision. Two people who trust each other and genuinely believe they can build something great together.
And for a while, they do. Then reality arrives. Not all at once. Gradually. The kind of gradual you don’t notice until you’re already in the middle of it.
Because it will get hard. Every partnership does.
The ones that survive are the ones where two people sat down before any of it happened and asked the questions that actually mattered.
Not the exciting questions. The uncomfortable ones.
Then reality arrives:
- Burnout— one of you is burning out. The other wants to push harder.
- Direction— one of you wants to take the business somewhere new. The other has been quietly building toward something else entirely.
- Money— one of you finds out the financial situation isn’t what you thought. The other didn’t know how to bring it up.
- The question nobody asked— what happens to us, the business and the relationship, if this gets hard?
It’s not because you chose the wrong partner.
It’s because nobody told you what to ask before you chose each other.
Not out of carelessness.
Out of excitement. Out of trust. Out of the reasonable assumption that two people who get along this well will figure it out as they go.
Nobody handed you the framework.
Before you sign anything, before you spend a dollar — here are the conversations you need to have.
Figuring it out as you go
means figuring it out under pressure — in the middle of your first real disagreement.
These aren’t hypotheticals. They’re the conversations that will happen.
The only question is whether you have them now — deliberately, clearly, before any of it is real — or later, when the stakes are too high and the bandwidth is gone.
Who’s the decision maker when we can’t agree?
What if one of us needs more money than the business can give?
What if one of us burns out completely — and the other isn’t ready to stop?
What happens to the business if our relationship doesn’t survive it?
Pick One: Before Starting a Business Together is how you have them now.
Pick One · Before Starting a Business Together
Not a business plan template. Not a legal contract. Not a course.
50 questions across 8 categories — designed to take two people with a shared vision and make sure that vision actually means the same thing to both of them.
The questions cover:
- What you each want from this — not just the dream, but the real version.
- How you split ownership, decisions and money — and who leads when you disagree.
- What burnout looks like, and what the exit looks like before you ever need one.
One conversation that gives your business — and your relationship — the best possible foundation to build on.
The 8 areas where business partnerships win or lose.
- 01
Vision & Motivation
Do you both want this for the same reasons — and does your definition of success look anything like your partner’s?
- 02
Roles & Responsibilities
Who does what, who decides what, and who has the final word when you can’t agree — have you actually decided, or are you assuming?
- 03
Ownership & Equity
How you split the business today will determine how you handle it tomorrow — especially when one person feels they’re contributing more.
- 04
Money & Finances
How much are you each putting in, how much are you each taking out, and what happens when the numbers stop working the way you planned?
- 05
Conflict & Decision Making
Every partnership hits a moment where two people fundamentally disagree — the ones that survive decided how to handle it before it happened.
- 06
Work, Life & Boundaries
Where does the business end and the rest of your life begin — and have you both drawn that line in the same place?
- 07
Worst Case Scenarios
What if one of you wants out, can’t continue, or needs to walk away — do you have a plan, or are you hoping it never comes to that?
- 08
The Relationship Behind The Business
What happens to the friendship, the trust, and everything you built together if the business goes in a direction neither of you expected?
Every partnership conversation, all in one app.
50 questions, 8 categories, custom decks, a private diary.
What people say after going through it.
“We’d been friends for eight years before deciding to start a business together. We thought we knew everything about each other. The ownership section alone surfaced three assumptions we’d never compared. We’re so glad we did this before we signed anything.”
“The burnout question stopped us both cold. We realized we had completely different thresholds for how hard we were willing to push — and completely different ideas about what we’d do when one of us hit a wall. That conversation needed to happen before we started, not after.”
“My business partner and I did this over two evenings before we launched. By the end we had clarity on roles, money, decision making, and exit strategy. Six months in, when our first real disagreement hit, we already knew how to handle it.”
“The question about what happens if the business succeeds but the relationship doesn’t — that one hit differently. We’d never thought about it that way. It made us both realize how much we had at stake beyond just the business.”
“We thought we were aligned on everything. Turns out we were aligned on the exciting stuff. This got us to everything underneath. Best investment we made before starting the company.”
“I wish someone had handed me this before my first business partnership ten years ago. It ended badly — the business and the friendship. Everything that destroyed it was in these questions. We just never asked them.”
Here’s what makes Pick One different.
It’s not a conversation guide. It’s not a therapy exercise. It’s not a list of questions you awkwardly read from a piece of paper. It’s a game. And that changes everything.
You ask
“Can we talk about us?”
Walls go up↑Your partner feels put on the spot. Your kid feels interrogated. Your friend wonders where this is going. So they give you the safe answer. The easy answer. The one that ends the conversation instead of opening it.
The app asks
“What’s something you wish I understood about your world right now?”
Walls come down↓It’s not you pressuring them, it’s just a game. Nobody feels like they’re failing: you’re both answering questions together. Curiosity, not confrontation. “What’s the next question?”
What makes it safe
The questions are already there
You don’t have to figure out what to ask.
Zero prep, zero planning
Just open the app on your phone.
Fun, easy, no stress
Spin the wheel. Laugh first. Go deeper when you’re ready.
And somehow, in that safety, the things that never get said, get said. Not because you pushed harder. Because the game made it safe to go there.
This isn’t about finding problems before you start. It’s about building something that lasts.
Nobody walks away from Before Starting a Business Together feeling less confident about their partner.
Where you stand
They walk away knowing exactly where they stand.
What you agreed
What they’ve each signed up for. What they’ve each agreed to.
What comes next
What happens if things go wrong — and what they’re both committed to building if they go right.
That’s the difference between a partnership that survives the hard moments — and one that doesn’t see them coming.
One conversation before you start. A partnership built to last.
Before Starting a Business Together
$49
One time. Yours forever.
- 50 essential questions across 8 categories
- Designed to surface what matters — vision, money, roles, conflict, burnout, exit
- For any partnership — friends, colleagues, or anyone building something together
- Use together — over coffee, on a drive, across two evenings before you start
- Part of the Pick One app — always on your phone, always ready
- Built-in diary — save your answers and revisit them as the business grows
Start the conversation
Instant access | 100% digital | Yours forever
Part of the Pick One family — built for people who take their relationships as seriously as everything else they’re building.
Download the app (30 seconds)
Open Pick One at dinner tonight
Spin the wheel for the first question
Watch what happens
One app. One question.
One real conversation.
Just one question.
on your phone, at dinner, in bed before sleep, on a drive, and the conversation that follows. The one you’ve been missing.
Get Pick One Now
Get it on
Google Play
Download on the
App Store