This is a subscriber-only article. Join Entrepreneur+ today for access

Learn More

Already have an account?

Sign in
Entrepreneur Plus - Short White
For Subscribers

How to Play to Your Company's Strengths Companies tend to be predisposed toward sales or technology, but rarely both. Still, you can make the most of your company's DNA.

By Christopher Hann

Opinions expressed by Entrepreneur contributors are their own.

Discern your DNA: Todd Vernon of Lijit Networks
Discern your DNA: Todd Vernon of Lijit Networks
Photo© Jacob Pritchard

Q: Companies tend to be predisposed toward sales or technology, but rarely both. How do you make the most of your company's DNA?

A: Todd Vernon became something of an expert on company DNA by misjudging his own business, in a big way. A $6 million way. But more on that later.

The founder and CEO of Boulder, Colo.-based Lijit Networks, Vernon believes that most entrepreneurs have an aptitude for either the technology or the business side of the business. If you're an expert at one, he warns, don't assume you'll be great at the other. "You need to really understand, as an entrepreneur, the things you don't know," he says.