At a startup, passion for the company or expertise in the space can be really important. You should use the company’s product and have an opinion about it. Avoid answers about wanting the “financial upside” of a startup. That doesn’t make you a better candidate; it just means you like money. It also means you might be unrealistic about the hardships of a startup or that you might leave the second things get rough. Try to come up with two or three reasons prior to your interview. And, of course, practice your answer. If you’re asked this question by multiple interviewers, it’s okay to give a
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