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Don’t Sell Solutions to Universal Problems

January 8, 2013 by Ben Yoskovitz 15 Comments

“Would you like to make more money?” “Is hiring people hard?” “Are you overwhelmed by email?” “Do you wish you were healthier and more fit?” For most people the only answer to these questions is “yes”. They’re truisms. Universal truths. Universal problems. And they’re unsolvable. Too many startups confuse big vision and trying to solve […]

Filed Under: Startups

Don’t Sell Technology, Sell Magic

November 2, 2011 by Ben Yoskovitz 27 Comments

Tech startups aren’t in the technology business. They’re in the magic business. I’m not talking about sleight of hand tricks, fooling people with funky props, or pretending to saw off someone’s head. I’m talking about providing magical experiences to customers. Startups need to sell magic. Most customers don’t understand the technology that exists behind the […]

Filed Under: Customer Development

Ben Yoskovitz

Founding Partner at Highline BETA, a startup co-creation company that launches new ventures with leading corporations and founders.

Previously I was VP Product at VarageSale and GoInstant (acq. $CRM), and Founding Partner at Year One Labs.

Angel investments include: Breather, Spoiler Alert, SendWithUs and others.

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