You have a killer idea that will change the world. You’ve thought through product-market fit and differentiation. You have seed funding and a world-beating team. Best of all, you’ve caught the attention of major players in your industry. You’ve reached peak “start-up”—that point of limitless possibility—when you go to bed with the same level of energy and enthusiasm you had when you woke. And then the first proof of concept starts… In this talk, we lay out some of the pitfalls that await those building the next big thing. Using real examples, we share some of the dos and don’ts, particularly when dealing with that big potential first customer. We discuss the importance of end-to-end design, ensuring your product solves real-world problems. We explore how far the big companies will tell you to jump—and then jump again—for free. And, most importantly, how to build long-term partnerships with major corporations without relying on over-promising sales pitches.