I'm trying to respond to the content of your post. If it's such common sense then it should be easy to come up with examples. I'd argue that there isn't much in between. Either you're building a company that has to sell a product or you're building a high growth monetize later company. This post is addressing the former option.

For the high stakes kind youtube or twitter are good examples. For the business kind every old little business around the corner is an example. Why do I need to spell this out to you? For in between - can't really be bothered to research this, so I'll just give you that.