So many founders have a great idea but can’t figure out how to sell it. Second-time founders know that they shouldn’t even bother with an idea if it is not sell-able. Marketing risks force you to face the truth: Do you know enough about your market to know how to sell it and who will buy it?

Execution Does Not Matter: If your startup addresses a market that really wants your product, you can screw almost everything up and still likely be successful. On the flip side, if you are really good at execution, but the “dogs aren’t eating the dog food”, you have no chance at winning.