By Vincent (Vini) Onyemah, Martha Rivera, and Abdul Ali
Vincent (Vini) Onyemah is associate professor of sales and marketing at Babson College. Martha Rivera is secretary general and head of the marketing program at IPADE Business School. Abdul Ali is associate professor of marketing and entrepreneurship at Babson College.
When an entrepreneur decides to start a business, there are typically several important tasks at the top of his or her to-do list, such as writing a business plan, choosing a name, and obtaining financing. Once the company is up and running, most founders obsess over perfecting the product or service, and perhaps devote energy to secondary tasks such as building a website.
Too often, ...