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.
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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.