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Born-in-the-cloud companies delivering digital services often fall short in a critical area. Because so many critical barriers to entry to creating an as-a-service company have been eliminated, there has been a mad rush to the as-a-service model on the part of many startups, some of which have become quite successful. The biggest problem that exists is a growing misconception on the part of born-in-the-cloud startups, that creating the infrastructure to a company is equivalent to creating the company. One can, conceivably, create an app, build a website and populate it with content, and add in an e-commerce component and a…More