Why startups should stay away from broad marketing campaigns

In general, startups shouldn't spend money on marketing campaigns that seek to reach as many people as possible, writes Jessica Livingston, a partner at Y Combinator. Instead, "you should be talking to a small number of users who are seriously interested in what you’re making, not a broad audience who are on the whole indifferent," she writes. This approach can allow you to build awareness while simultaneously refining your product, she notes.

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