Entrepreneurs can overuse the word “sacrifice.” It is often rolled out, with a touch of emotion, when asked, “Why should we invest in your company?” The choice is a poor one. Sacrifice has a religious or even military etymology, not commercial one. The word may also be a step or two removed from “entitlement,” which is always a no-fly zone in the realm of venture capital. As a startup founder, it may be better to think in terms of “indulgence.” Explaining what you have gained, rather than what you have lost, will be far more interesting to those in the shark tank. The implication that a commitment to a business is akin to a blood offering is peculiar logic. ■
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