Many small business owners end up living like the chameleon. They bend themselves to every demand, every expectation, every ‘rule’ of how success is supposed to look.
Killing the chameleon is the doorway to clarity and thriving. It empowers authentic growth and creates a burnout-proof version of you.
What People Are Saying
“Excellent. 5 stars. Warm, supportive, constructive and helpful. Loved the section on ‘clarifying what’s right for you’ and the whole chapter on ‘dealing with others.’”
— Nigel Doughan : Business Owner at Extra Mile Air and Solar
“Wow! Wow! Wow! So much resonated with me. It gave me so many reminders to be kind to myself and honour what’s right for me. Loved it! ”
— Mel Horvat : Business Owner of Graphika
“Amazing. Highly motivational. So clear to understand. Engaged me constantly which not many books can do and gave me a direction in business and life. 5 stars.”
— Nathan McIlveen : Business Owner of Mac Custom Build
“Warm and empathetic - it helped me feel validated for the experiences I have had and reminded me I can’t please everyone. A must read for all small business owners”
— Josh Mossop : Business Adviser at VBD Accounting
About the Author
With more than 20 years of experience guiding small business owners through growth, transition, and burnout, Matt Linnert brings a compassionate yet practical approach that helps people lead with authenticity and balance.
In Kill the Chameleon, he distills decades of personal and professional insight into a clear, relatable guide for business owners who want success that truly fits who they are and works for them individually.
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For more than twenty years, Matt Linnert has run his own coaching and mentoring consultancy, working with organisations like Zurich, AXA, Macquarie Bank, and NSW Health.
These days, he’s focused on small business owners who’ve taken the leap to create something meaningful, but sometimes find the weight of it all overwhelming.
Along the way, Matt has built and sold a financial education software business, founded a community-focused membership organisation, and even completed a diploma in yoga therapy. That mix of business experience and wellbeing knowledge gives him a unique perspective on what really causes burnout and how to prevent it.
Matt’s writing brings together everything he’s learned from more than two decades of supporting business owners: practical strategies, real-world insight, and a human approach that helps people build a business that actually fits their life.
You can visit Matt Linnert’s consultancy page at mattlinnert.com.au.
FAQ’s
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The idea for Kill the Chameleon began when Matt came across some alarming statistics about burnout among small business owners. It hit close to home - he’d spent more than twenty years coaching and mentoring people in that exact position, watching the toll that constant pressure and self-sacrifice can take.
He realised he couldn’t just keep that experience to himself. As he began to think about the next chapter of his own life, he felt a responsibility to pass on what he’d learned - the lessons, the stories, and the hope that things can be done differently.
Throughout the writing process, one simple thought kept him going: “If this book helps just one person, it will have been worth it.”
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Kill the Chameleon was written for small business owners who want to avoid becoming another burnout statistic - people who’ve poured their energy, heart, and identity into what they’ve built, but are beginning to wonder what it’s costing them.
Since early readers got their hands on the manuscript, many have said it’s just as valuable for professionals in leadership and management roles - anyone who carries the weight of responsibility, strives to do their best, and sometimes forgets to come up for air.
This book is for those who want to keep succeeding but not at the expense of themselves.
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Kill the Chameleon offers a powerful roadmap for those who refuse to sacrifice their true selves for the sake of success.
This book guides you through embracing your individuality while building a sustainable, burnout-proof business and life.
Packed with practical tools, mindset shifts, and heartfelt insights, it empowers you to reject conformity, honor your values, and lead with calm confidence.
Whether you’re an entrepreneur, business owner, or professional navigating the demands of leadership, Kill the Chameleon shows you how to thrive on your own terms, without compromise, without overwhelm, and without losing the essence of who you are.
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Kill The Chameleon brings together over twenty years of insight to help business owners find success that feels balanced, sustainable, and true to who they are.
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In 2004, Matt hit a wall of professional burnout. At his lowest point, he found himself saying, “I can’t be a chameleon anymore.”
Every garden has its share of beauty and challenge. Some plants thrive in the environment’s soil and sunlight, blossoming with little effort once their roots take hold. Others struggle, straining in conditions they were not built for.
Among the plants there’s a chameleon. At first glance, it looks clever - changing its colours to match its surroundings, blending in wherever it lands. But even in the garden, a chameleon isn’t truly at ease anywhere. It survives by constant adjustment, never showing its true colours, always shifting to fit what’s around it.
Many business owners end up living like that chameleon. They bend themselves to every demand, every expectation, every ‘rule‘ of how success is supposed to look. They keep changing and adapting until they’ve lost sight of what’s right for them, and who they really are.
Like the chameleon, they survive, but they don’t thrive.
This book is about choosing a different path. About planting yourself in the right soil, tending your business like a healthy garden, and creating success that’s rooted in what will work for you according to your nature. To do that, you’ll have to kill the chameleon – the part of you that keeps shape-shifting for everyone else – and instead grow a business that’s deeply aligned with you.
Killing the chameleon is the doorway to clarity and thriving. It empowers authentic growth and creates a burnout-proof version of you.
Testimonials for the Author
“Matt Linnert didn’t just shift the direction of my business - he changed my entire life. My stress levels dropped, my focus sharpened, and my efforts became more aligned with what truly matters.”
— Blake Bennett : Business Owner at ZIMPLE Digital
“Matt Linnert enabled me to gain clarity of what's important and the confidence to take action. The path I'm taking now feels right and I consider myself extremely fortunate to have found his guidance.”
— Raz O’Connor : Business Owner of Ronnoco
“Working with Matt Linnert has been life-changing. His calm, kind presence puts you at ease, and his style is thoughtful, insightful, and always evolving to support you as an individual.”
— Renee Burgess : Business Owner Nature and Nurture Events
“Matt Linnert helped me get clear and focused as a business owner, while also helping me grow as a more rounded human. He has changed my life in a remarkably positive way. I am forever grateful for his guidance.”
— Terry Amos : Business Owner at Amos Air