With a startup, you always want to get to the point when you can sell the company. Ironically enough, when you are reaching this point, there is no way you will sell it until you are at that next point five times higher than the current. Same passion alpinists have. Always higher.
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What is more important, the product or supporting activities? Here is a good analogy. Have you seen the “Blood Diamond” with DiCaprio? Now, what this stone was worth in hands of the guy who found it in Sierra Leone? $1 or $10? Guess no more. What was it worth in hands of DiCaprio’s character? Thousands? Right. However, what is it worth in hands of a white-collar guy from De Beers? Moreover, what is it worth in a shop on Rodeo Drive? Same stone.
I do not know exactly how it is in Western countries, but insurance is a very young business here. People almost never insure their houses and very seldom the life. What they do insure albeit are cars. They are obliged to do it by law.