There is a lot of wisdom that comes from having built up a successful sustainable business from the ground-up. Although I can now attribute them as ‘learnings’, many purpose-led start-ups perceive them to be modern-day taboos. The truth is, for your startup to not be a part of the 20% that don’t survive beyond their first year, or the 60% that go bust within their first three years, you need to be able to dispel the following five taboos for your startup to thrive.