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Executive Summary:

Transforming high-potential ventures into high-performance ventures, says professor Joseph Lassiter, depends on combining what, how, and who you know. From New Business.

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Professor Joseph B. Lassiter III’s research explores entrepreneurial marketing in high-potential ventures. He describes entrepreneurial marketing as a mindset and a process, one that involves gathering specific evidence that convinces a specific group of individuals to act and react, exploiting breakthroughs, and overcoming setbacks. New Business publisher Mike Roberts recently met with Professor Lassiter to discuss his work.

New Business: As one thinks about a new venture moving from product development to actually marketing and selling, what are the keys to success?

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You may find the following writings from Harvard Business School helpful on your new or to-be startup.

Questions to be answered:

* Should I keep control of my company?
* How do I turn potential into profit?
* How can a resource-challenged start-up grow?
* What legal mistakes should I watch out for in starting a new company?

Should I keep control of my company?

Rich or Royal: What Do Founders Want?
http://hbswk.hbs.edu/item/5543.html
It’s a fundamental tension many entrepreneurs face, the conflict between wanting to become rich and wanting to keep control of their new company. Few can have both. Professor Noam Wasserman discusses his research into the motivations of entrepreneurs and the people who invest in them.

Key concepts include:

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