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When should tech businesses start advertising and what’s the best way to do it?

Jonathan Trimble, CEO of creative business And Rising, on when technology businesses should consider spending money on advertising.

You teleport to 2023 and it’s good news. From the apps on your devices, the names in your fridge, to what adorns a teenager’s clothing, everything has been disrupted and changed. Entire categories of things previously unimagined have emerged for the better. There’s nearly a trillion GBP of opportunity in the foreseeable future and our job as scaleups is to secure our piece of it.

Yet 75% of VC is at risk of not seeing a return and many ideas will never make it at scale. The number one reason cited is ‘market has no need’ and shortly behind is ‘lack of marketing’. For those trained traditionally, these two things are considered the same....