10-13-2026FRICTIONLESS

This is the one role founders should absolutely outsource

For sales, you need a disciplined, professionalized approach.

[Source Illustration: Adobe Stock]

BY Stephanie Friedman

In a startup’s earliest days, founders are the only salespeople by default. And founders who don’t have any previous sales experience are often surprised to find that they’re very effective at it. But this makes sense; after all, they’re the one who first saw the need for the product and drove its creation.

A few years ago, I received a call from the CEO of a nascent but........

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