Sell innovation, not product

Since Mike Melillo founded Dockwa in 2014, the Newport-based startup that helps boaters research, plan and book cruising trips has raised invested capital of about $3.5 million and has more than a dozen employees. / PBN PHOTO/TRACY JENKINS
Since Mike Melillo founded Dockwa in 2014, the Newport-based startup that helps boaters research, plan and book cruising trips has raised invested capital of about $3.5 million and has more than a dozen employees. / PBN PHOTO/TRACY JENKINS
Stewart Butterfield, founder and CEO of Slack, recently said, "No small innovation ever caused a large shift in how people spend their time and no large one has ever failed to do so." When we started Dockwa two years ago, the collective voice of the boating industry screamed, "This will never work!" And they were…
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