08-25-2025
Early-stage startup sales can feel like a pitch contest — but seasoned founders know that success hinges more on listening than selling. In an insightful SixThirty blog post, Richard Ryffel, executive director of business leadership and professor of practice at the Daniels School of Business, draws on both venture wisdom and classic Jerry Seinfeld humor to illustrate why founders must focus on the customer’s language and expressed need and let that shape their product narrative.
Ryffel explains how asking open questions and zeroing in on their core problem are the foundations of effective ventures. He also offers practical guidance for building a voice-of-customer feedback loop and refining pitches to highlight genuine benefits over features.
Ryffel makes the case that startups thrive when they embed customer insights into every sales conversation, making it clear that the best approach is often to talk less and listen more. Find out his advice to founders at the SixThirty blog.
SixThirty is a global venture capital firm that invests in early-stage companies at the intersection of health, wealth and privacy. Ryffel serves as a mentor and investment committee member for the organization, which is based in St. Louis.
