Opinion

February 19, 2019

Why your startup story matters

From Ebay to Klarna, however good your product is, there is always a need for a story backing it up.


Mimi Billing

6 min read

Photo credit: Pexels

There are disadvantages to being a new player in an old market. You have less money than competitors, you are less well known and it is difficult to win over new customers. However, there are also benefits.

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Majken Schultz is a professor at Copenhagen Business School.
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Mimi Billing

Mimi Billing is Sifted's Europe editor, based in Stockholm. She covers the Nordics and can be found on X and LinkedIn

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