Written by Matt Linnert: November 2025

There was no goal to write a book, it was instinctive, impulsive, an urge that just came out.

After 20+ years mentoring small business owners, I realised there was too much experience sitting inside, only revealed when provoked.

I began by writing 21 reflections from 21 years. At first, it was messy. But as I spread the notes out, patterns emerged, a framework formed, and in just a week, I had a manuscript.

It felt fast and effortless.  I was in the zone. That’s the sweet spot where values, personality, challenge and purpose all meet.

Eight months later, the book is all but ready.

Research shows 80 - 88% of small business owners experience burnout, and that number is too high. This book is my way of sharing insights, guidance, and support.

At the start of the year, I was happily doing my work and supporting my clients. By the end of the year, I’m preparing to share my work with anyone in the world who wants to read it.

This had been a journey of following instinct, more than setting goals. When we act with care, commitment, and a genuine desire to contribute - not for recognition, but simply because it feels instinctively right - something magical happens.

Kill the Chameleon is the result of that process. I hope it touches the hearts, minds, and lives of readers in a sincere and supportive way. Offering guidance, insight, and encouragement to build a business and life that truly fit.