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Startups are never sold to companies.

It's people within companies who buy startups. People who are often taking huge career risks.


So, founders should focus on:


- Building trust with your deal's champion.


- Arming them with what they need to sell the deal internally.


- Not underestimating the internal politics, obstacles, and inertia they must overcome.


- Providing ongoing evidence of your startup's success, e.g., case studies, testimonials, or data on market impact.


- Moving quickly.


- Building trust. (Worth repeating)


Remember: Your deal sponsor often has as much riding on the deal as you do.

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