Burn Rate

by Andy Dunn

“Burn Rate” is a memoir by Andy Dunn, founder of Bonobos, a men’s clothing company. The book provides an insider’s view of the world of entrepreneurship and venture capital, as Dunn describes the highs and lows of starting and growing his company.


Dunn describes the challenges of raising capital, developing a brand, building a team, and navigating the ever-changing landscape of the fashion industry. He also provides candid insights into his personal life, including his struggles with anxiety and depression.

“The only thing worse than being wrong is being slow. If you’re wrong, you can always change your mind. But if you’re slow, you’ll never have the chance.”

BIG IDEA 1: Building a brand requires a relentless focus on the customer

In “Burn Rate,” Andy Dunn emphasizes that building a successful brand requires a relentless focus on the customer. He stresses that a brand is not just a logo or a product; it’s the emotional connection that customers have with the company. Therefore, the key to building a strong brand is to understand and meet the needs and desires of customers.

Dunn argues that creating a compelling brand requires a deep understanding of the customer’s wants, needs, and motivations. He advises entrepreneurs to conduct extensive research to gain insights into their target audience, including their preferences, pain points, and purchasing habits. This information can be gathered through surveys, focus groups, and other market research methods.

Once the entrepreneur has a clear understanding of their target customer, they can begin to build a brand that speaks directly to them. This includes creating a unique brand identity that differentiates the company from its competitors. This could include elements such as a distinctive logo, catchy tagline, or a recognizable color scheme. Dunn also emphasizes the importance of consistent messaging across all marketing channels, including social media, email marketing, and advertising.

However, Dunn cautions that building a strong brand is not a one-time effort but requires ongoing efforts to maintain relevance and connection with customers. He suggests that companies should regularly solicit feedback from customers, analyze their behavior and preferences, and adapt their brand accordingly.

Dunn provides several examples of companies that have successfully built strong brands by focusing on the customer. One of the most prominent examples is Apple, which has built a brand known for its innovation, simplicity, and premium quality. Apple has achieved this by designing products with the customer’s needs and desires in mind and creating a seamless user experience that builds an emotional connection with the brand.

“Burn Rate” emphasizes the importance of building a brand that resonates with customers and creates a meaningful connection with them. By focusing relentlessly on the customer, entrepreneurs can create a brand that stands out in a crowded market, drives customer loyalty, and ultimately leads to business success.

BIG IDEA 2: The importance of building a strong team

Dunn highlights the crucial role of building a strong team in the success of a startup. He argues that a company is only as strong as its team, and finding the right people is one of the most important tasks for any entrepreneur.

Dunn suggests that building a strong team requires a clear understanding of the company’s mission and values. This includes identifying the skills, experience, and qualities required to achieve the company’s goals and finding individuals who share the company’s vision and passion.

Dunn advises entrepreneurs to hire for character and values first and foremost. He suggests that technical skills can be learned, but character and values are innate and cannot be taught. In addition to looking for individuals who share the company’s mission and values, Dunn stresses the importance of creating a diverse team with different backgrounds, experiences, and perspectives.

Once the team is in place, Dunn emphasizes the importance of effective management and leadership. He suggests that the key to managing a successful team is to set clear expectations, provide regular feedback and coaching, and create a culture of accountability and ownership.

Dunn also stresses the importance of building a culture of collaboration and innovation. He suggests that entrepreneurs should create an environment where employees feel free to share ideas, experiment, and take risks. This can be achieved through team-building activities, regular brainstorming sessions, and a willingness to embrace failure as a learning opportunity.

Dunn shares several examples of how he built a strong team at Bonobos. He describes how he identified individuals who shared his vision for the company, provided them with the resources and support they needed to succeed, and created a culture of ownership and accountability.

“Burn Rate” highlights the importance of building a strong team that shares the company’s mission and values, has the skills and experience necessary to achieve the company’s goals, and fosters a culture of collaboration and innovation. By hiring the right people, providing effective leadership and management, and creating a culture that fosters creativity and experimentation, entrepreneurs can build a team that drives business success.

BIG IDEA 3: The realities of startup life

Andy Dunn sheds light on the realities of startup life and the challenges that entrepreneurs face in building a successful company. He emphasizes that while entrepreneurship can be a rewarding and fulfilling career, it is also incredibly demanding and requires a significant amount of sacrifice and perseverance.

Dunn warns that startups are often plagued with uncertainty, and entrepreneurs must be prepared to face numerous challenges along the way. These challenges can include issues such as product development delays, cash flow problems, and market fluctuations.

Furthermore, Dunn notes that startups often require a significant amount of capital to get off the ground, which can be challenging to secure. This can lead to a “burn rate” – the rate at which a company is spending its cash reserves – that can be unsustainable if not carefully managed.

Dunn also emphasizes that startup life can be incredibly stressful, and entrepreneurs must be prepared to make significant personal sacrifices. This can include working long hours, sacrificing time with family and friends, and putting their personal finances at risk.

However, despite the challenges, Dunn argues that entrepreneurship can be incredibly rewarding for those who are willing to put in the work. He notes that building a successful startup requires a deep sense of purpose and passion for the company’s mission.

Dunn suggests that entrepreneurs can navigate the realities of startup life by being proactive and taking a strategic approach to building their business. This includes developing a clear understanding of the market and customer needs, building a strong team, and managing resources effectively.

Dunn provides several examples of entrepreneurs who have successfully navigated the challenges of startup life. He highlights the importance of having a strong support network, including mentors and advisors, and the value of resilience and persistence in the face of adversity.

“Burn Rate” provides a realistic and sobering view of the challenges of startup life. While entrepreneurship can be an incredibly rewarding career path, it requires a significant amount of sacrifice, perseverance, and strategic thinking to succeed. Entrepreneurs who are willing to face these challenges head-on and approach their business with purpose and passion can build successful startups that make a meaningful impact.

“Success is not just about what you achieve; it’s also about what you inspire others to do.”


“Burn Rate” offers a candid and insightful look at the realities of startup life. Dunn highlights the importance of building a strong brand, team, and strategic approach to navigating the challenges of entrepreneurship. He emphasizes the importance of passion, purpose, and perseverance in building a successful company. While the book is focused on Dunn’s experiences building Bonobos, the lessons and insights are applicable to any entrepreneur looking to build a successful business. “Burn Rate” is a valuable resource for anyone interested in entrepreneurship or seeking to build a successful startup.

About the Author

Andy Dunn is an entrepreneur and investor who co-founded the men’s clothing brand Bonobos in 2007. He served as the CEO of Bonobos until it was acquired by Walmart in 2017. Dunn has also been an active angel investor and advisor to several startups, including Warby Parker, Birchbox, and Hubble Contacts. In addition to his work in the startup world, Dunn is a frequent speaker and commentator on entrepreneurship and innovation. He graduated from Stanford University with a degree in political science and received an MBA from the Stanford Graduate School of Business.

Next steps to explore these Big Ideas further……

Buy the book now on Amazon