DFJ Operating Partner Heidi Roizen’s recent post How to Build a Unicorn From Scratch – and Walk Away with Nothing tells the tale of an entrepreneur who didn't negotiate venture terms and ultimately paid the price (excuse the pun). It's a fun read.

What's missing in her story is whether our protagonist had the leverage to negotiate terms (seems he may have), especially when they're "non-negotiable".

Entrepreneurs can expect to hear those words a lot more often.