The Greatest Sales Mistakes Founders Make - by Paul Gassée

Blue skies, rolling hills, and earned perspiration. I was on a Saturday bike ride in Marin with a group of friends months ago. As can happen in weekend cycling, conversations grow in intensity, as you're sweating away. The group had broken up into two tandems. Each duo was locked in its own exchange, as the beautiful Northern California landscape zoomed past us. My new buddy Sam (not his actual name) had just learned I was a sales coach, and he had my ear that afternoon. Sam's startup operates in an antiquated industry and consequently, his go-to-market is challenging. But, armed with a sharp mind, and the swagger a top MBA program can provide, he strikes me as up to the task.

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• Ben Brooks