BY BRIAN CROSS
Hello, I’m Brian.

A builder with
a few questions.

I’ve spent a lot of my life helping ideas become something real. That hasn’t stopped me from wondering what I’m missing.

I’m an entrepreneur, investor, marketer, mentor, operator, speaker, and the author of F Your Formula. I’ve built and operated businesses, led creative and marketing work, and worked alongside founders as they figure out what comes next.

I’m based in St. Louis and spend time in Colorado. Walks with my dog Molly give me time to think.

Outside of work, I like interesting shoes and stand-up comedy—occasionally from the uncomfortable side of the microphone. I have an unhealthy relationship with small kitchen appliances and am learning piano at a pace best described as considerate of the neighbors.

Why “This May Be Stupid”?

Because I like ideas that begin with someone being willing to say it. There’s room in that sentence to be curious, test an assumption, and find out you were wrong.

This is a home for essays, observations, and humor. Some of it comes from building businesses. Some comes from making choices, paying attention, or looking at an appliance I was certain would change my life.

And the work?

Through Buildside, I work with founders on venture co-building and embedded leadership. That work has its own home. Here, I want the freedom to follow a thought without having to turn every essay into a business lesson.

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