Entrepreneur, Author, Professor, Global CEO

May 21, 2019

For Even Hot Startups Premature Marketing Can Mean Premature Death

When the meal-delivery service Munchery filed for bankruptcy in February of this year, it owed $3 million in unfulfilled customer gift cards. In essence, the company’s marketing had outlived the company itself. And therein lies a critical lesson for entrepreneurs: aggressively marketing a product or service before you know if customers truly value it can be a kiss of death.

An analysis of more than 100 defunct startups by market intelligence company CB Insights identified the top 20 reasons fledgling companies fail. Number one: “no market need.” Number two: “run out of cash. Marketing in the face of number one usually leads to number two…

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