How Tech Startups Can Reach Brands

It's less about your shiny object than how you fit in

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Not withstanding the newness of what they have to offer, technology startups are remarkably tone deaf when it comes to selling their products and services to agencies and marketers. In short, they talk more about themselves than the businesses they're pitching.

That classic mistake of failing to understand the needs of a potential customer is the main obstacle preventing startups from forging relationships with brands, either directly with marketers or via their roster shops, according to a panel of leaders from those worlds that gathered at Young & Rubicam this afternoon.



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