Startups move fast—but that often means charging ahead with assumptions that quietly derail growth. In this session, Chris Sander, Vanta’s Head of Sales for EMEA unpacks the most common myths early-stage companies believe about go-to-market, and shares practical advice on how to spot them, fix them, and move faster with fewer regrets.

The lies:

• “The product will sell itself.
• “We’ll hire a sales team once we hit £1m ARR.”
• “If it works in the UK, it’ll work in Europe.”
• “Buyers don’t care about trust or compliance.”
• “We’ll figure out pricing later.”