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After building hundreds of startup brands, Arielle Jackson shares 6 early marketing missteps to avoid

In Depth

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What Are the Three Choices for Founders?

How should founders think about navigating that starting point of which approach of the three choices to take? Well, one thing we do when we do this exercise with first round companies and otherwise, is we start with, what do you do? And once we understand a little bit more about what it is, we then can really be intentional about making some choices. "Like many things marketing, it's partly in art and partly a science," she says.

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