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Startup Founders Need a New Sales Playbook
Dave Rubinstein · 2026-06-24 · via HBR.org

Martin Barraud/Getty Images

Technology founders are trying to sell in markets that are far more crowded, skeptical, and fast-moving than the environments traditional sales playbooks were designed for. Drawing on interviews

Starting a technology company in today’s world is fundamentally different from doing so a decade ago. Innovation cycles have accelerated and go-to-market execution has become more complex. Buyers are flooded with competing solutions, and founders face a level of skepticism and noise that traditional sales methodologies were not designed to address.