If you're looking for potholes to avoid when starting a company, I'd encourage you to read Inspired by Marty Cagan. Not a startup book per se, but a fantastic

If you're looking for potholes to avoid when starting a company, I'd encourage you to read Inspired by Marty Cagan. Not a startup book per se, but a fantastic read on how to eliminate the 4 types of risks for any product (value, usability, feasibility, and business viability risks).