The Spiral Staircase

David Thurston built a hair color brand called Pulp Riot from scratch, scaled it globally, and sold it to L’Oréal for nearly $100 million, all in under two years. But here’s the twist: at the peak of success, he walked away, took a year off, and asked himself: What kind of company, and what kind of life, do I really want to build?

He came back swinging with a brand-new playbook. Not to build another rocket ship, but to construct a cathedral. His new venture, Danger Jones, was born from that vision: independent, purposeful, and built to last.

This book reveals how he did it, not just once, but twice. It’s an honest, behind-the-scenes look at what it takes to create something world-class and a raw exploration of what comes after you get everything you thought you wanted.

More than a memoir. More than a business book. The Spiral Staircase is a manifesto about reinvention, rebellion, and building with soul. It’s a cinematic journey packed with hard-earned lessons, original frameworks, and a new philosophy and playbook to help you climb toward greater success and a bolder life.

This book is for:

• Artists who’ve lost their spark
• Employees stuck in jobs they’ve outgrown
• Entrepreneurs chasing that next level
• Founders searching for meaning
• Anyone ready to disrupt or defeat Goliath and live a bold life