#30 How Not to Die? (Google) Marta Krupinska | Slush 2022

Most startups die. It’s a painful, inevitable consequence of the exceptionally difficult task of finding an intense problem shared by many and solving it delightfully.

However, not all startup death is inevitable. In fact, a lot of it is caused by avoidable mistakes along the way.

Sometimes, failure can also be for the better. Failing fast in the face of impossible odds is better than failing slowly and excruciatingly because you didn’t let go.

Joining Builders’ Studio to prepare us against the 10 vital signs of a startup meeting its doom is Marta Krupinska, Head of Google for Startups UK. She will not only activate the inner survival mode in us but also tell us when we shouldn’t give up.