Stop investing in startups. Become their customer instead
- Posted on May 28, 2026
- By Fortune
- 0 Views
- 1 min read
Stop investing in startups. Become their customer instead
BMW pioneered it in 2015. Bosch and Walmart followed. Now Wharton research shows why becoming a startup's customer — not its investor — may be the smartest corporate innovation move of the decade.