Weekend Reading: “The Ultimate Start-Up Guide” by Tom Hogan

For the 131st episode of The Marketing Book Podcast, I interviewed Tom Hogan, co-author of The Ultimate Start-Up Guide: Marketing Lessons, War Stories, and Hard-Won Advice from Leading Venture Capitalists and Angel Investors.

Most start-ups fail. And they die remarkably young: The typical start-up lasts 20 months and burns through $1.3 million in financing before closing its doors.

One of the most interesting things in The Ultimate Start-up Guide is the authors’ explanation of how the Steve Jobs icon (not the individual) is one of the worst thing to happen to startups because it distracts companies from following fundamental marketing (and business) practices that work quite well.

Content marketing is one area that is highly recommended based on its documented success in the startup world. And yet, the authors explain that more company failures than they can count are the result of the phenomenon of “the company founder who brags that he didn’t spend a dime on marketing and sold his company for a gazillion dollars.”

A bit more about the book…

Douglas Burdett

Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.