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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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