How an outsider’s freedom can make a successful startup founder

Building a startup in a sector you’ve never worked in might seem a risky move, but it can actually provide a competitive advantage. That’s certainly proven true for Vivino. Founded in 2010 in Copenhagen, the scaleup has raised $221 million in funding, and become the world’s most downloaded wine app and largest online wine marketplace, with a community of 50 million users. This success came despite an unconventional background. Vivino’s cofounders didn’t come from a