Why you should work more with startups
The definition of a startup is quite volatile. 15 years ago you started a company and you were an entrepreneur. Nowadays your are a Founder or a CEO of a startup. For me it is pretty simpel: If you starting a new company based on a experiment (let's say an idea what needs to be validated) which has the potential to scale 100 times within a year then you are the proud owner of a startup. F*** it you can actually call yourself CEO too. Nobody should give about titles anyways. So just to be clear. A corporate can also start a startup by launching Horizon 2 or Horizon 3 innovation (for you consultants). They are also conducting experiments and try to find a scalable business model.
So now you know what I see as an startup. So if you know that you are running an experiment then you also know that the biggest value is "learning". You will learn were you add value, you will (or should) also learn how to convert that value in a valid business model (business model innovation). But your customers will also learn at the same time. And this is actually something that is underestimated.
Because startups tent to have short cycles to improve their business their customers also gain these learnings. You as customer need to calculate your risks and rewards of course before you start working with startups. But in most cases, when it is a high potential startup, your risks are manageable and the gains are high. In worst case you will learn a awful lot, and know how to do it better next time.
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