STARTUP LESSON: When to Quit? 

I met with a dynamic startup founder yesterday. She has been working to build a 3-way marketplace. Two of the parties love her product, but the third is reluctant to engage.

She has been struggling for a year and a half to get the third party to participate on the platform, but it’s been difficult. I told her to stop trying so hard. If one of the parties in your market place doesn’t love what you’re offering, you’ll never convince them otherwise.

She didn’t want to hear this because she’s invested so much time and money into solving this problem, but it’s a critical lesson for any startup founder. I think she got the message and will look for other opportunities. If she does, I know she will succeed because she is so determined.

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