Brand beyond product: the trap facing the scale-ups
There’s no shortage of traps a business faces as it transitions from startup to scale-up, and beyond. Surviving these years is a huge success in itself.
But, with this comes increasing challenge. Team and talent, structure, product, market positioning, cash flow, and funding shortages are usual suspects. We’d like to add another, more unusual suspect to the mix: the product/brand trap. Too many scale-ups remain locked in the belief that their product is their brand.
See how this holds back growth at such a critical time in the life of a tech company, and how to avoid it.