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The Boston Globe



What happens when a trend never touches down

Last summer supplied a learning experience for Jon Finegold, but it was not the sort he’d like to repeat. First, Finegold hunted for investors who might put more money into his five-year-old Wellesley start-up, Frame Media Inc. Then, he sought potential buyers. Finally, he filed papers to dissolve the company, laid off the last of his employees, sold the furniture and computers, and wrote thank-you notes to investors who had put about $6 million into Frame.

The story of Frame offers a look at what happens when entrepreneurs build a company atop a trend that never quite touches down. No matter how many things they do right, the company often fails. Meanwhile, the story of Where Inc., another local company built by Finegold and Alan Phillips, his Frame cofounder, demonstrates just the opposite: how picking a trend that is about to take off forgives many false starts.

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