Erik Gordon On the Importance of Focusing on Monetizing from a Company’s Onset

Many tech startups, like Foursquare, Pinterest, and Tumblr, have achieved great levels of success promoting their brands by focusing on building an audience. However, these companies quickly find that by not considering monetizing from the get-go, selling and bringing in revenue becomes a major challenge.

In a recent Inc. article, Erik Gordon, managing director of the Zell Lurie Institute for Entrepreneurial Studies and expert on sales, marketing, and business development for high-growth start-ups, offers his thoughts on why adding on monetization after the fact is so difficult, and what companies can do to attain their financial goals.


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