The Biggest Mistake Founders Make Isn’t Fundraising. It’s Choosing the Wrong Incentive

From investor selection to product quality, a founder’s core motivation often matters more than any growth strategy.

EXPERT OPINION BY BEN GOODWIN, CO-FOUNDER AND CEO, OLIPOP

There are essentially two ways to approach building a company, and the difference is less about the tactics used but the core motivation behind the business that drives many key decisions along the journey.

The first model is built around an exit: You identify a “white space”, you move fast, you scale top line and spend aggressively on marketing, and you position everything toward a liquidity event. The second model is built around a mission:........

© Inc.com